Date of Award

2021

Document Type

Thesis

Degree Name

Master of Arts (M.A.)

Department

Communication

First Advisor

Teresa Bergman

First Committee Member

Charles Ecenbarger

Second Committee Member

Jeremey Johnson

Abstract

Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and all the strategies will be a useful way to determine the outcome of future Instagram posts are partially supported. This research contributes to best practices in social media marketing in order to understand the effectiveness behind content strategies.

Pages

50

Included in

Communication Commons

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