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In che modo variano i contenuti generati dagli utenti relativi ai marchi su Instagram?

In che modo variano i contenuti generati dagli utenti relativi ai marchi su Instagram?

Klaudia Malenovska

52,55 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Empresa y gestión
ISBN:
9786206826095
52,55 €
IVA incluido
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Sobre IBD

Questo studio esplora le differenze nei contenuti generati dagli utenti (UGC) relativi ai marchi altamente simbolici e mediamente simbolici su Instagram. Le analisi qualitative hanno identificato i temi e le strategie di menzione dei marchi, mentre l’analisi quantitativa ha utilizzato 900 post altamente visivi provenienti da Instagram per verificare le ipotesi. Sia i risultati qualitativi che quelli quantitativi hanno mostrato la differenza tra sei marchi in termini di rilevanza individuale, rilevanza del prodotto e rilevanza del marchio negli UGC. Inoltre, questo studio suggerisce di distinguere tra diversi tipi di marchi e genere quando si analizzano gli UGC relativi ai marchi sui social network altamente visivi. È stato riscontrato che sia gli UGC relativi a marchi altamente simbolici che quelli relativi a marchi mediamente simbolici su Instagram sono utilizzati a fini di autopresentazione, pertanto questo studio fa luce su come i consumatori presentano la propria identità attraverso l’uso dei marchi.

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