L'impact des caractéristiques des publications Instagram sur l'engagement des utilisateurs : le cas des artistes de musique francophones
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Baetsle_51501800_2023.pdf
UCLouvain restricted access - Adobe PDF
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Baetsle_51501800_2023_Annexe1.pdf
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- Abstract
- In the age of the digital revolution, the music industry offers listeners access to a variety of music on a variety of devices. This evolution intensifies competition between artists. As a result, artists are seeking to engage their audiences on social networks. This thesis proposes an analysis of the characteristics of the publications most used by French-language music artists on Instagram, as well as those that generate high engagement rates from followers. The characteristics studied include liveliness, interactivity, content type, publication timing and post length. To conduct this study, a corpus of 360 publications from twelve artists evolving in musical genres such as pop, rap and electronic was analyzed. The work is divided into three chapters. The first chapter introduces the main theoretical notions related to the problem, while the following chapters describe the methodology used and the results obtained. The latter highlight the influence of the five characteristics on user engagement on Instagram. It is therefore important for artists to take into consideration trends in the use of these features in their musical genre in order to optimize their online engagement.