Next Article in Journal
The Addition of Images to eWOM in the Travel Industry: An Examination of Hotels, Cruise Ships and Fast Food Reviews
Previous Article in Journal
Determinants of the Intention to Adopt Mobile Augmented Reality Apps in Shopping Malls among University Students
Open AccessArticle

The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers

1
Departamento de Información y Documentación, University of Murcia, 30100 Murcia, Spain
2
Departamento de Comercialización e Investigación de Mercados, University of Murcia, 30100 Murcia, Spain
3
Bee Social, 30100 Murcia, Spain
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(3), 513-524; https://doi.org/10.3390/jtaer16030031
Received: 14 October 2020 / Revised: 20 November 2020 / Accepted: 25 November 2020 / Published: 27 November 2020
The last decade has seen a considerable increase in entertainment-oriented communication techniques. Likewise, the rise of social networks has evolved, offering different formats such as publication and stories. Hence, there has been a growing interest in knowing which strategies have the greatest social impact to help position organizations in the mind of the consumer. This research aims to analyze the different impact that stories and publications can have on the Instagram social network as a tool for generating branded content. To this end, it analyses the impact of the different Instagram stories and publications in various sectors using a methodology of structural equations with composite constructs. The results obtained, based on 800 stories and publications in four different companies (retailers and manufacturers), show that the reach of the story generally explains the interaction with Instagram stories. In contrast, in the case of publications, impressions are of greater importance in explaining the interaction with the publication. Among the main contributions of the work, we find that traditional pull communication techniques have been losing effectiveness in front of new formats of brand content generation that have been occupying the time in the relationship between users and brands. View Full-Text
Keywords: brand-generated content; social media; Instagram stories; Instagram publications; retailers; manufacturers brand-generated content; social media; Instagram stories; Instagram publications; retailers; manufacturers
Show Figures

Figure 1

MDPI and ACS Style

Sánchez-Cobarro, P.d.H.; Molina-Castillo, F.-J.; Alcazar-Caceres, C. The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 513-524.

AMA Style

Sánchez-Cobarro PdH, Molina-Castillo F-J, Alcazar-Caceres C. The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(3):513-524.

Chicago/Turabian Style

Sánchez-Cobarro, Paloma d.H.; Molina-Castillo, Francisco-Jose; Alcazar-Caceres, Cristina. 2021. "The Brand-Generated Content Interaction of Instagram Stories and Publications: A Comparison between Retailers and Manufacturers" J. Theor. Appl. Electron. Commer. Res. 16, no. 3: 513-524.

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop