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1 Ergebnisse
1
Communication Through Visual Contents: Instagram Use in The..:
Bellio Elena
;
Checchinato Francesca
;
Mauracher Christine
info:eu-repo/semantics/altIdentifier/isbn/9780999855164. , 2021
Link:
http://hdl.handle.net/10278/3741027
RT Journal T1
Communication Through Visual Contents: Instagram Use in The Wineries' Strategies
UL https://suche.suub.uni-bremen.de/peid=base-ftuniveneziairis:oai:iris.unive.it:10278_3741027&Exemplar=1&LAN=DE A1 Bellio Elena A1 Checchinato Francesca A1 Mauracher Christine PB IBIMA; place:Cordoba, Spain YR 2021 K1 Considering the visual social media diffusion K1 this research aims at analyzing the content of the photos posted by wineries of high-end products on Instagram. The objective is to evaluate the opportunities in terms of communication strategies by defining content categories and their ability to create engagement. We conducted a visual content analysis of 443 pictures posted by 7 wineries. To explore the factors affecting the number of likes these pictures received K1 we ran a linear mixed model. Results show that most of the photos still focus on the product and just a few consider the wine in a holistic way K1 connecting it with elements such as events or arts. Pictures obtain more likes when the photos includ the products and are positively related to the number of hashtags. Number of likes decrease if natural landscape K1 art or food appear in the picture K1 Settore SECS-P/08 - Economia e Gestione delle Imprese JF info:eu-repo/semantics/altIdentifier/isbn/9780999855164 LK http://hdl.handle.net/10278/3741027 DO http://hdl.handle.net/10278/3741027 SF ELIB - SuUB Bremen
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