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ABSTRACT
This study investigates the effects of Instagram news values and post features on audience engagement by sampling 2,100 news posts distributed by 12 U.S. local television stations’ Instagram accounts. The content analysis results indicate that various news topics, message vividness and interactivity, post time, captions, and length significantly impact Instagram engagement rate by followers. The research further discusses managerial, practical implications for local broadcasters and digital publishers to optimize their Instagram content and enhance audience engagement.
Disclosure statement
No potential conflict of interest was reported by the author(s).