In digital era, understanding what make user engage is important for<\/p>\n
social media marketing. Especially on Instagram because this platform focus a<\/p>\n
lot on visual and many Generation Z use it. Even though visual content already<\/p>\n
known as important thing still there is not much clear data that really compare<\/p>\n
image quality and text quality with numbers and engagement. This study try to<\/p>\n
fill that gap by looking at relationship between image quality text quality and user<\/p>\n
engagement on Instagram post. This research use Dual Coding Theory as base<\/p>\n
and use quantitative approach. It involve five Gen Z panelist to evaluate Instagram<\/p>\n
posts only. Image quality is evaluated from color emotional feeling and contrast.<\/p>\n
Text quality is evaluated from caption emotional tone and hashtag. Secondary data<\/p>\n
also taken like number of likes and comments and also included in analysis. The<\/p>\n
result from simple regression show that image quality and text quality both have<\/p>\n
positive relationship with user engagement. Image quality show stronger effect<\/p>\n
with beta 0.503 and text quality also significant with beta 0.227 both with p value<\/p>\n
less than 0.001. The difference in coefficient show image quality more strong than<\/p>\n
text quality so all hypothesis in this study are supported. This finding show that<\/p>\n
visual content play main role to drive engagement on Instagram while text only<\/p>\n
support it. From academic side this result support use of Dual Coding Theory<\/p>\n
in social media context. From practical side this study can give simple guide for<\/p>\n
marketing manager to focus more on high quality visual and then support it with<\/p>\n
suitable text to increase user interaction.<\/p>\n","protected":false},"excerpt":{"rendered":"
In digital era, understanding what make user engage is important for social media marketing. Especially on Instagram because this platform focus a lot on visual and many Generation Z use it. Even though visual content already known as important thing still there is not much clear data that really compare image quality and text quality […]<\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-5034","publication","type-publication","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/publication\/5034","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/publication"}],"about":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/types\/publication"}],"wp:attachment":[{"href":"https:\/\/bbs.binus.ac.id\/management\/wp-json\/wp\/v2\/media?parent=5034"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}