The Relationship Between Content Typologies and Brand Engagement on Instagram: The Case of Futebol Clube do Porto

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Author(s): Bárbara Domingues (ISCAP, Polytechnic Institute of Porto, Portugal)and Jorge Remondes (CEOS.PP, ISCAP, Polytechnic Institute of Porto, Portugal)
Copyright: 2024
Pages: 34
Source title: Marketing Innovation Strategies and Consumer Behavior
Source Author(s)/Editor(s): Belem Barbosa (University of Porto, Portugal)
DOI: 10.4018/979-8-3693-4195-7.ch012

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

This chapter aims to analyze the relationship between types of content and brand engagement on the social network Instagram, using the official Futebol Clube do Porto account as a case study. Task-oriented, informative, remunerative, and entertainment content was analyzed and related to the metrics that measure brand engagement (likes, comments, impressions, e-score), using the Futebol Clube do Porto account as a case study. It was found that the entertainment category is the one that stands out, as it has the highest percentage of engagement. It was also found that remunerative content was highly favored. Informative content proved to be the most neutral of all. The content that doesn't hold users' attention is task-oriented. It can be concluded that, although there are disparities in the levels of interaction between the various types of content, they all play a very important and necessary role in a good marketing strategy.

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The Relationship Between Content Typologies and Brand Engagement on Instagram: The Case of Futebol Clube do Porto

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