Engagement Factors in Social Media Marketing on Instagram: A Case Study of Parasteh Gallery

In today's extremely competitive market, companies and businesses are seeking for new strategies to raise consumer awareness and strengthen their brand. Social media is one of these strategies, and it has transformed the sphere of business and digital marketing. The objective of this research is to find out how the content vividness and content type affect customers brand loyalty on social media. The study of Verschueren (2017) and Mafe et al. (2014) served as the foundation for the research model. The study's statistical population includes all Instagram followers of Parasteh Gold Gallery. 404 followers were surveyed in order to obtain data using the available sampling method. A questionnaire was used to collect data, which was then analyzed using structural equation modeling and SPSS 18 and LISREL software. The findings revealed that the vividness of content have a substantial impact on customer attitudes toward the brand, customer attitudes toward the content, and brand engagement. Furthermore, the content type has an impact on customer attitudes toward brand, content, and brand engagement. Finally, customer attitudes toward the brand, customer attitudes toward content, and customer engagement all have a significant influence on brand loyalty.