Content Strategies and Consumer Engagement in Social Media

Abstract

Consumers actively engage with brands across various social media platforms, making social media a crucial terrain for advertising and brand impact. This study focuses on Instagram and analyzes the content strategies of Moomin by Arabia, a high-end consumer product brand. Utilizing content analysis, a qualitative research technique, this study systematically examines the textual and visual content of Moomin by Arabia's Instagram posts. By employing predetermined categories and systematic characteristics, the research aims to understand the intricate dynamics of digital marketing, emphasizing consumer engagement strategies. The study navigates the challenges and benefits of content analysis, acknowledging its versatility and commonality in social media research. Through this lens, the research sheds light on how Moomin by Arabia crafts and executes its content strategies to enhance brand awareness and foster consumer engagement on Instagram.