@article { author = {Erkan, Ismail}, title = {Electronic Word of Mouth on Instagram: Customers’ Engagements with Brands in Different Sectors}, journal = {International Journal of Management, Accounting and Economics}, volume = {2}, number = {12}, pages = {1435-1444}, year = {2015}, publisher = {Mashhad: Behzad Hassannezhad Kashani}, issn = {2383-2126}, eissn = {2383-2126}, doi = {}, abstract = {Marketers desire to reach more customers through means of social media, and thus create official accounts on these websites. Instagram, which has become a popular social media website in recent years, allows users to post pictures or short videos through appealing filters; this feature provides opportunity for marketers to promote themselves by creating content. However, not all content generated by marketers achieve a similar response from users: whilst some content achieves a high response from customers and widely spreads through electronic word of mouth (eWOM), others do not. There may be many factors affecting customers’ engagements; however, in this study, we focus on sectoral differences. The question is posed: Are sectoral differences one of the reasons behind the different customer engagement ratios of brand posts on Instagram? In order to answer this question, a comparison was conducted across 100 Instagram posts, posted by brands from 8 different sectors. The results show significant differences between sectors; customers’ engagement with brands in the beverages sector through liking is almost 2.5 times higher than brands in the apparel-luxury sector. Moreover, customers’ engagement with brands in the electronics sector through commenting is almost 8 times higher than brands in the apparel sector.}, keywords = {Electronic word of mouth (eWOM),Social Media,Instagram,customer engagement,sectoral differences}, url = {https://www.ijmae.com/article_117757.html}, eprint = {https://www.ijmae.com/article_117757_2ba2a2247329b2237b62700731c4230d.pdf} }