Titre : |
NGOs & Social media: The case of animal welfare NGOs on Instagram |
Type de document : |
Mémoire |
Auteurs : |
Laura BAUDEAN, Auteur |
Année de publication : |
2019 |
Importance : |
27 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management ONG ; WEBMARKETING ; MARKETING SOCIAL ; RESEAU SOCIAL
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Résumé : |
The goal of this study is to categorize and investigate what type of content is the most attractive to customers on the social media Instagram. The research design is a documentary study (qualitative approach) of contents based on the observation of secondary data over a period of six months, from October 2018 to March 2019. To measure attractiveness, we use a customer engagement rate formula based on three metrics: number of likes, comments and followers. The coding-scheme is applied to 3 different French animal welfare NGOs. Image data are grouped into 5 categories : Giving Notice, Humanizing, Interacting, Placemaking and Crowdsourcing. Results indicate that image types Placemaking, Giving Notice and Interacting are the most effective at maximizing customer engagement and that Internet users are more likely to like a content than to comment it. Our results also indicate that an attractive content on Instagram can’t be predicted by the number of types of images posted: While Humanizing and Placemaking images are the most frequently posted in our data set, Giving Notice and Interacting, the least common posted by NGOs are more likely to generate interactions, especially comments which allows us to say that it is also better to focus on the quality and the relevance of publications rather than on quantity.
Keywords: Social media, Instagram, content type, images, NGOs
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Note de contenu : |
Bibliographie p.24-26 |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494617 |
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