IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v79y2024ics0969698924001176.html
   My bibliography  Save this article

Driving consumer engagement for digital payment brands: Content strategy on instagram

Author

Listed:
  • Pathak, Atul Arun
  • Kaushik, Kapil

Abstract

The purpose of this two-part mixed-methods based study is to understand the effect of content characteristics of brand-posted social media content on consumer engagement in the recently emerged and rapidly growing unified payments interface (UPI) based digital payments sector in India. The Study 1 uses Instagram data collected using the Apify tool, an Instagram Scraper, for four leading UPI brands in India over eight months. Linear regression was performed on the dataset with likes as the dependent variable and content vividness, content appeal, and content interactivity as the independent variables. The qualitative Study 2, based on semi structured interviews of Instagram users who make UPI payments, corroborates Study 1, and provides a richer, more nuanced understanding of the phenomenon. For UPI brands, we found that entertaining and remunerative appeals are more effective than other content appeals in generating likes on Instagram. This research does not find a positive effect of relational appeal over information appeal on the number of likes, indicating that content with relational appeal is not very effective for UPI brands. Further, this study suggests interesting findings about the role of interactivity and vividness in driving consumer engagement on social media platforms. This study is among the first to focus on increasing consumer engagement with brand-posted social media content in the context of the nascent, high-potential, and rapidly growing UPI-based digital payments sector in India.

Suggested Citation

  • Pathak, Atul Arun & Kaushik, Kapil, 2024. "Driving consumer engagement for digital payment brands: Content strategy on instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001176
    DOI: 10.1016/j.jretconser.2024.103821
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924001176
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103821?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Patten, Elena & Ozuem, Wilson & Howell, Kerry & Lancaster, Geoff, 2020. "Minding the competition: The drivers for multichannel service quality in fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    3. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
    6. Hwang, Angel Hsing-Chi & Oh, Jeeyun, 2020. "Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    7. Shabana Chandrasekaran & ShabbirHusain R. V. & Balamurugan Annamalai, 2023. "Social media and Tourism: a cross-platform study of Indian DMOs," Current Issues in Tourism, Taylor & Francis Journals, vol. 26(16), pages 2727-2744, August.
    8. Jaeger, Lena-Christin & Höhler, Julia, 2021. "Using word of mouth data from social media to identify asymmetric competition in food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Jones, Michael A. & Taylor, Valerie A., 2018. "Marketer requests for positive post-purchase satisfaction evaluations: Consumer depth interview findings," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 218-226.
    10. Singh, Akansha & Pathak, Govind Swaroop, 2020. "The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    12. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    13. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    14. Kaushik, Kapil & Mishra, Abhishek & Cyr, Dianne, 2023. "‘Riding out the pandemic’: The role of brand message appeals on social media in shaping consumer responses," Journal of Business Research, Elsevier, vol. 155(PA).
    15. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
    16. Talwar, Shalini & Dhir, Amandeep & Khalil, Ashraf & Mohan, Geetha & Islam, A.K.M. Najmul, 2020. "Point of adoption and beyond. Initial trust and mobile-payment continuation intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    17. Mohammad Toufiqur Rahman & Tanjina Pial, 2020. "Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 11(1), pages 34-42, January.
    18. Laor, Tal, 2022. "My social network: Group differences in frequency of use, active use, and interactive use on Facebook, Instagram and Twitter," Technology in Society, Elsevier, vol. 68(C).
    19. Kuo, Ying-Feng & Chen, Fei-Lung, 2023. "The effect of interactivity of brands’ marketing activities on Facebook fan pages on continuous participation intentions: An S–O-R framework study," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    20. Deepa Jain & Manoj Kumar Dash & Keshav Singh Thakur, 2021. "Development of research agenda on demonetization based on bibliometric visualization," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 17(10), pages 2584-2604, March.
    21. Reimer, Thomas, 2023. "Environmental factors to maximize social media engagement: A comprehensive framework," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    22. Emmanuel Mogaji & Temitope Farinloye & Stella Aririguzoh, 2016. "Factors shaping attitudes towards UK bank brands: An exploratory analysis of social media data," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1223389-122, December.
    23. C, Deep Prakash & Majumdar, Adrija, 2023. "Predicting sports fans’ engagement with culturally aligned social media content: A language expectancy perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    2. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    4. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    5. Grover, Purva & Kar, Arpan Kumar, 2020. "User engagement for mobile payment service providers – introducing the social media engagement model," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Chiara Mauri & Angelo Di Gregorio & Alice Mazzucchelli & Isabella Maggioni, 2017. "The employability of marketing graduates in the era of digitalisation and globalisation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 103-124.
    7. Pullig, Chris & Maxham, James III & Hair, Joseph Jr., 2002. "Salesforce automation systems: an exploratory examination of organizational factors associated with effective implementation and salesforce productivity," Journal of Business Research, Elsevier, vol. 55(5), pages 401-415, May.
    8. Chilombo, Andrew & Van Der Horst, Dan, 2021. "Livelihoods and coping strategies of local communities on previous customary land in limbo of commercial agricultural development: Lessons from the farm block program in Zambia," Land Use Policy, Elsevier, vol. 104(C).
    9. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    11. Seerat Sohal & Harsandaldeep Kaur, 2019. "Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 44(1), pages 17-35, February.
    12. Enrique Bigné Alcañiz & Alejandro Alvarado Herrera & Rafael Currás Pérez & José Javier Rivera Alcami, 2010. "Latest evolution of academic research in corporate social responsibility: an empirical analysis," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 6(3), pages 332-344, August.
    13. Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    14. Francesca Ceruti & Alice Mazzucchelli & Angelo Di Gregorio, 2016. "E-commerce or s-commerce? A managerial perspective on website design features," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 153-173.
    15. Blankson, Charles & Iyer, Pramod & Owusu-Frimpong, Nana & Nwankwo, Sonny & Hinson, Robert, 2020. "Positioning strategies of foreign and indigenous firms in an African cultural milieu," Journal of Business Research, Elsevier, vol. 119(C), pages 627-638.
    16. Paul A. Pavlou & Angelika Dimoka, 2006. "The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation," Information Systems Research, INFORMS, vol. 17(4), pages 392-414, December.
    17. Vespestad, May Kristin & Clancy, Anne, 2021. "Exploring the use of content analysis methodology in consumer research," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    18. Carlson, Les & Grove, Stephen J. & Laczniak, Russell N. & Kangun, Norman, 1996. "Does environmental advertising reflect integrated marketing communications?: An empirical investigation," Journal of Business Research, Elsevier, vol. 37(3), pages 225-232, November.
    19. Catherine Sundling & Mats E. Nilsson & Sara Hellqvist & Leslie R. Pendrill & Ragne Emardson & Birgitta Berglund, 2016. "Travel behaviour change in old age: the role of critical incidents in public transport," European Journal of Ageing, Springer, vol. 13(1), pages 75-83, March.
    20. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001176. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.