Is Engagement Intimate? A Process Fluency Perspective on Content Category and Modality across TikTok and Instagram

Abstract

Thesis purpose: The purpose of this study is to analyze how platform and content intimacy affect customer engagement on TikTok and Instagram. Furthermore, it aims to investigate how different content categories (rational, interactional, and transactional) and modalities (video vs. photo) affect engagement levels on both platforms, if there is evidence of distinguished performances across TikTok and Instagram, and what is the theoretical explanation that supports the fragmented behavior of content. The research evaluates consumer engagement indicators such as likes, comments and shares, in conjunction with intimacy levels, for content published on TikTok and Instagram. It also attempts to uncover successful content types for increasing engagement to provide useful information for brands that want to improve their social media presence across platforms.
Theoretical Perspective: The primary theoretical framework used for this study is the Parasocial Interaction Theory in Online Environments. In conjunction with Social Presence Theory to build explain intimacy of platforms and content. Ultimately, the Theory of Process Fluency was employed to investigate the relationship of platform intimacy and content intimacy in consumer engagement.
Methodology: This study utilizes quantitative analysis, that consists of three steps: a pilot study to classify intimacy levels on Instagram and TikTok, primary data collection from content created by two sportswear businesses on both platforms, and hypothesis testing using statistical analysis with Jamovi. For the content analysis, we examined 348 posted videos or images to gain a thorough knowledge of current content trends and their impact on consumer engagement.
Findings/conclusions: In conclusion, this study provides more insight into the relationship between platform intimacy, content type, and consumer engagement on TikTok and Instagram. The findings confirm that TikTok encourages higher levels of intimacy than Instagram, with
video-based content revealing more intimacy than image-based content. As well as, in terms of 2
content category interactional has a higher level of intimacy compared to transactional and rational. On the other hand, there is no significant effect of content category, modality or the platform on consumer engagement levels. Therefore, these findings show the complexities of user-platform behavior, highlighting the need for further research and to improve understanding of how people interact online.
Practical implications: The traditional top-to-bottom marketing funnel is ineffective and it has turned into a continuous cycle with no obvious starting or ending point. Our framework assists managers in keeping consistent branding across platforms like TikTok and Instagram, resulting in a unified presence that stimulates multi-platform engagement. Managers may use this technique to establish a strong, loyal community, raise awareness of the brand, and build deeper relationships with their audience, resulting in follower growth, ongoing engagement, and long- term loyalty.

• author: Lass, Carolina and Fric Zavasnik, Lara
• supervisor: Burak Tunca
• organization: Department of Business Administration
• course: BUSN39 20241
• year: 2024
• type: H1 - Master's Degree (One Year)
• subject: Business and Economics
• keywords: Social Media, Platform Intimacy, Content Intimacy, Content Category, Content Modality, Process Fluency, Consumer Engagement
• language: English
• id: 9167465
• date added to LUP: 2024-06-25 13:22:14
• date last changed: 2024-06-25 13:22:14