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Like, Comment and Share: Which factors positively influence the engagement on the Instagram posts of cosmetic brands

Beaurain, Sophie
(2022)

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Beaurain_52991500_2022.pdf
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Details

Supervisors
Kervyn de Meerendré, Nicolas
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
The engagement rate has become the new key metric to judge the success of the communication on social media. In this exploratory research, we try to give an overview of some potential factors that could impact positively the engagement rate of Instagram posts of cosmetic brands. Restricting our analysis to a specific industry allowed us to compare similar brands in a common environment. We created a database to explore different ideas and concepts such as rhythm of posting and presence of faces. Our findings aim at framing the different aspects that come into the making of a social media strategy.