Behind the likes, content and brand on Instagram

Detrás de los “likes”, contenido y marca en Instagram Behind the likes, content and brand on Instagram Javier A. Sánchez-Torres1, Luz Alexandra Montoya2 and Paul Potes-Arce3 1 Business doctor, Professor Business and Marketing, Instituto Tecnológico Metropolitano, Medellín-Colombia. Email address: Javiersanchez@itm.edu.co. ORCID: 0000-0002-8217-2177 2 Doctora en Ciencias Económicas, Associate professor – Facultad de Minas, Universidad Nacional de Colombia, Medellín-Colombia. Email address: lamontoyar@unal.edu.co. ORCID: 0000-0002-4896-1615 3 Magister en Diseño, ProfessorDesing and publicity, Universidad Antonio Nariño, Cali-Colombia. Email address: polokostudio@gmail.com ORCID: 0000-0002-1793-7532 Received on February 15th 2018 Accepted on April 4th 2018 Available online on May 1st 2018 The objective of this study was to identify the characteristics of messages in photographs posted on Instagram. We analysed four famous sports brands to determine which type of photographs generate the greatest number of “likes” based on engagement with and admiration for a brand. The researchers themselves undertook a data collection and analysis through a netnographic process. We randomly analysed a total of 100 publications from the fan pages of each sports brand and then performed an analysis to determine the relation between the number of likes and the variables proposed as generators of engagement with and admiration for a brand. The results show that the publications with the highest number of likes by brand followers on Instagram present content related to brand identity and products; additionally, the brands generate specific content for the market segments in which they compete. © 2018 Fundación Universitaria Konrad Lorenz. Este es un artículo Open Access bajo la licencia CC BY-NC-ND (http://creativecommons. org/licenses/by-nc-nd/4.0/). SUMA DE NEGOCIOS, 9(19), 17-24, Enero-Junio 2018, ISSN 2215-910X 18