To engage or not: Identifying the content characteristics of brand Instagram stories that impact engagement behaviour in Irish consumers.

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Coombes, Sarah
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MSc in Digital Marketing
Dublin Business School
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Social media networks have significantly changed the way consumers engage with brands in the online space, with Instagram Stories among the most recent feature to make an impact. The aim of this study is to identify the characteristics of brand Instagram Story content that impact on engagement among Irish consumers. Focus was placed on the characteristics of media type, interactivity and length of brand content. To address this aim, data was collected by way of an online survey shared via Instagram Stories. Data analysis was conducted using SPSS and Excel programmes. The results of this quantitative study demonstrate that Irish consumers are more likely to engage with brand Instagram Story content that is image based, interactive and of moderate length. It is concluded that, the characteristics of brand content on Instagram Stories, namely media type, interactivity and length of brand content, impact on consumer engagement behaviour and therefore should be considered by brands in the development of digital marketing strategies.