University of Twente Student Theses
How do the attributes of colour in influencer photo posts contribute to the engagement of users?
Wennemars, Joep (2023) How do the attributes of colour in influencer photo posts contribute to the engagement of users?
|
PDF
876kB |
| Abstract: | Previous research has provided valuable insights into the roles of colour in marketing, it is used as a force, to build brands and to differentiate. In psychology, it is found that people attach meanings to colour. Considering that a substantial portion of today’s marketing is shifting towards social media platforms, this study explores the effects of colour composition on success on Instagram. Colour is already indicated to influence Instagram engagement. However, there is little research on how this works for social media influencers and their performance. To address this lack of understanding, in a sample of big social media influencers it was investigated how lightness, chroma and hue relate to engagement. These findings indicate that hue contributed significantly to post popularity. Future directions and limitations are also discussed. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 83 economics |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/95328 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page