Fast fashion consumer engagement on Instagram: a case study

Figures & data

Table 1. Definition of the Çukul (2015) model variables.

Variable	Definition
Product	The product is announced in the post.
Promotion	Product discounts are announced.
Advertising	The post has an advertising format.
Social responsibility	The post shows the brand’s commitment
Special days	Internationally recognized days
Workplace/workers	Workspaces and/or workers are shown in the post.
Content provided by the consumer	The brand reproduces a user’s post.
Public relations	The post shows events in which the company has participated.

Table 2. The dimensions of engagement.

Terminology used	Author	Dimensions
Consumer brand engagement	Armstrong et al. (2018)	Cognitive, affection, activation
Consumer/customer engagement	Brodie et al. (2013)	Cognitive, emotional, behavioural
Customer engagement	Brodie et al. (2011)	Cognitive, emotional and behavioural
	Malthouse et al. (2013)	Levels of engagement (high-low)
	Vivek et al. (2014)	Conscious attention, enthused participation, social connection
	Van Doorn et al. (2010)	Behavioural
	Van Tonder and Petzer (2018)	Interaction, attention, absorption and affection
	Liu et al. (2019)	Entertainment, interaction
	Hollebeek (2011)	Cognitive, emotional, behavioural
Customer engagement behaviour	Hollebeek et al. (2014)	Cognitive, emotional, behavioural
Customer brand engagement	O’Brien (2010)	Focused attention, perceived usability, aesthetics, endurability, novelty, felt involvement
	Sashi (2012)	Connection, interaction, satisfaction, retention, commitment, advocacy, engagement
Engagement	Kim et al. (2013)	Cognition, affection, conation
Mobile user engagement	Buhalis and Mamalakis (2015) Cvijikj and Michahelles (2013) Hoffman and Fodor (2010) Peters et al. (2013)	Likes, comments, shares, interaction.

Figure 1. Proposed research model.

Table 3. Results of the bivariate analysis: the Çukul (2015) model.

Variable	Comments	Likes
Product	(+) p < .001	(+) p = .1165
Promotion	(+) p < .001	(+) p = .4287
Advertising	(−) p = .7293	(+) p = .7572
Special days	(−) p = .5893	(+) p = .1151
Content provided by consumers	(−) p = .0071	(−) p = .6332
PR	(−) p = .6543	(−) p = .3944

Table 4. Results of the bivariate analysis: the Goor (2012) model.

Variable	Comments	Likes
Emotions	(−) p = .4336	(+) p = .7415
Persuasion	(+) p = .4804	(+) p = .8998
Relationship	(−) p = .0828	(−) p = .338
Self-efficacy	(+) p = .4948	(+) p = .7524
Sales response	(+) p < .001	(+) p = .0527
Symbolism	(−) p = .0039	(−) p = .0364

Table 5. Results of the bivariate analysis: own model.

Variable	Comments	Likes
People	(−) p < .001	(−) p < .001
Only product	(+) p < .001	(+) p < .001
No product/evocative	(−) p < .001	(−) p = .6262
Text in picture	(+) p = .5388	(−) p = .2918
People’s faces	(−) p < .001	(−) p < .001
Studio	(+) p < .001	(+) p < .001
Localization	(−) p < .001	(−) p < .001
Username mentioned	(−) p = .0014	(−) p = .3006
Series of pictures	(−) p = .4973	(+) p = .0219
Video	(−) p = .6107	(+) p < .001
For men	(−) p = .6791	(−) p = .1600
For women	(+) p < .001	(+) p < .001
For kids	(−) p = .1387	(−) p < .001
Accessories	(+) p = .6218	(+) p = .3524
Make-up	(−) p = .166	(−) p = .1877
Other product	(+) p = .2244	(+) p = .0068

Table 6. Results of the multivariate analysis for comments.

	Variables	Estimate	Std error	t value	Pr (>/t/)
Çukul (2015) model R^2=5.4%	Promotion Content provided by consumer	0.8920 −0.3673	0.2245 0.1562	3.97 −2.35	0.0001 0.0192
Goor (2012) model R^2=4.3%	Relationship Sales response	0.2953 0.8566	0.1421 0.2183	2.08 3.92	0.0384 0.0001
Own model R^2=16.6%	People Only product People’s faces For women	1.1823 1.0915 1.0286 0.3645	0.3321 0.2514 0.2447 0.1219	3.56 4.34 −4.20 2.99	0.0004 0.0000 0.0000 0.0030

Table 7. Results of the multivariate analysis considering the three models for comments.

	Variable	Estimate	Std error	t value	Pr (>/t/)
R^2=18.5%	Sales response	0.6130	0.2025	3.03	0.0026
	People	1.1750	0.3284	3.58	0.0004
	Only product	1.0500	0.2490	4.22	0.0000
	People’s faces	−1.0224	0.2420	−4.22	0.0000
	For women	0.3385	0.1209	2.80	0.0054

Table 8. Results of the multivariate analysis: Goor (2012) model and our own model for likes.

	Variable	Estimate	Std error	t value	Pr (>/t/)
Goor (2012) model R2 = 1.81%	Sales response	0.3046	0.1111	2.74	0.0064
Own model R2 = 10%	People’s face	−0.2614	0.0742	−3.52	0.0005
	For women	0.3097	0.0623	4.97	0.0000
	Other product	0.2619	0.0825	3.18	0.0016

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Data availability statement

The data from which this work has been developed is available.