Social Media Content Multimodality and the Level of User Interactions from the Perspective of Facebook and Instagram

Authors

DOI:

https://doi.org/10.5755/j01.ee.35.5.36677

Keywords:

Facebook, Instagram, Content multimodality, Multimodality analysis, User interactions, PMV coefficient

Abstract

The article aimed to establish a simple methodology for examining the impact of message modality on user interactions. Using communication theory and content analysis methodology, 1,172 entries of selected recreational entities on Facebook (N=579) and Instagram (N=593) were analysed. The results suggest that higher modality levels positively influence user interactions, with a weak positive effect observed on Facebook and a moderate positive effect observed on Instagram. Practical implications include content marketing on social channels and the development of a theory of memetic content propagation. An innovative aspect of the research is an approach that consolidates the different levels of modality into one simple Post Modality Value (PMV). Research limitations include focusing only on two social media platforms, analysing fanpages associated with specific service industry entities, and disregarding the size of follower groups.

Author Biography

Krzysztof Stepaniuk, Bialystok University of Technology, Poland

Krzysztof Stepaniuk received his PhD in 2009 from the Institute of Biology at the University of Białystok. He currently serves as an assistant professor at the Faculty of Engineering Management, where he is affiliated with the Department of Marketing and Tourism. His research focuses on the theory of memes in the context of dissemination and management of digital visual content in social networks. Additionally, he is interested in the issue of imitating specific behavioural patterns by young people, both in real and virtual space, in the context of specific implications of social marketing.

Additional Files

Published

2024-12-23

Issue

Vol. 35 No. 5 (2024)

Section

Articles