Social and Behavioral Sciences Commons^™

Content Analysis Of Athletic Brand Posts On Instagram, Pallavi Khurana, Thora Knight

Proceedings of the New York State Communication Association

Social media has enabled brands to share marketing content and interact with their customers. This research aims to understand the online brand communication strategy by analyzing the posts of fitness brands Nike and Lululemon on Instagram. Through content analysis, both the visual and textual content of an overall 300 brand posts were be examined. The concepts used for analysis include message appeals, photo characteristics, and engagement. The study provides insights into the message characteristics, and persuasive appeal strategies fitness brands use to engage with customers. The results indicate that there are similarities as well as differences in how the athletic …

Putting The Social In Social Media: How Human Connection Triggers Engagement, Stephanie Adomavicius

Proceedings of the New York State Communication Association

Social media has become the preferred channel of information and has altered patterns of interaction and connection. As a result, society now revolves around a two-way form of communication with constant dialogue and instant responses. Public relations practitioners have had to adapt and change their strategy in order to keep up with the times, and because of this, engagement is now considered to be a measurement of success.

In terms of social media, engagement is how users interact with content and participate in online conversations. This study will uncover what causes people to engage on social media and identify the …