Social media engagement with organization-generated content: Role of visuals in enhancing public engagement with organizations on Facebook and Instagram |
| |
Institution: | College of Communication and Media Sciences, Zayed University, United Arab Emirates |
| |
Abstract: | The ubiquity of social media platforms that increasingly foreground visuals over text has led to a rise in organization-generated visual content. This study addresses an underexamined question about this phenomenon: which characteristics of organization-generated visual content are associated with higher levels of public engagement in social media? Engagement is conceptualized as indicators of first level engagement such as likes and comments that represent affiliation with and support for the organization. Employing a visual social semiotic framework, a randomly selected sample of visuals posted on Instagram and Facebook by four leading airport brands in 2019 (N = 400) was coded for representational, interactive, and compositional meanings. Findings revealed that across platforms narrativity of images, and interactive features of distance and point of view enhanced engagement, while the compositional feature of framing increased engagement on Instagram. Implications of the findings for effective organization-generated visual content on social media are discussed. |
| |
Keywords: | Engagement Social media Public relations Organization-generated content Visual Visual social semiotics |
本文献已被 ScienceDirect 等数据库收录! |
|