Concrete vs. abstract
the impact of visual content typology on commercial performance
DOI:
https://doi.org/10.5585/remark.v23i2.22190Palabras clave:
Instagram; Publication typology; Social media; Commercial results; Small businessesResumen
Purpose: Posting content on social media by companies, especially smaller ones, is a reality; however, entrepreneurs still need to discover commercial returns from this content. Therefore, our study aimed to evaluate the prediction of visual content manipulation in social media posts on a small company's commercial business results.
Design/Methodology/Approach: Our research was conducted via a quasi-experiment in a natural environment over 144 days in a business social media profile that sells its products in a physical store and via an app. Two types of publication content were manipulated: concrete and abstract.
Findings: The content of social media posts affected sales differently, depending on whether they were concrete or abstract. Concrete posts increased sales (in-store and via app) on the same day, while abstract posts increased sales the day after the post, especially considering the period.
Originality/value: Our study contributes to the discussion of how the typology of the posts can influence a company's commercial result, going beyond the metrics assessment of social media platforms to the company's cash flow.
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