METHODOLOGY FOR STUDYING SHIFTING CUSTOMER ENGAGEMENT BEHAVIOR ОN INSTAGRAM
ABSTRACT: Customer engagement has witnessed enormous growth on social media as new tools such as reels, carousels, IGTV have prompted people to spend more time on the different platform. Many brands have therefore reconsidered their approaches to marketing on social media to adapt to the new trends in the environment. One of the fields of business that has significant reliance on social media to attract customers is the hospitality industry. Namely restaurants use various promotion ploys to encourage higher engagement of customers and based on various analytical instruments – to precisely target their communication activities. The aim of this paper is to showcase and analyze the shifting customer engagement behavior on Instagram of popular Bulgarian restaurants and propose particular marketing communication activities. The methodology can be applied in other businesses within the hospitality industry worldwide.
Keywords: customer engagement, social media, Instagram