Customer Engagement towards Instagram content across different sectors

Abstract

This study explores the impact of Instagram content on customer engagement in small and medium-sized enterprises (SMEs) across the pharmaceutical and cosmetic sectors in Kazakhstan. By analyzing business-related and non-business-related posts in both image and video formats, the research finds that video content consistently generates higher engagement, especially in non-business posts. The results highlight sector-specific differences in consumer interaction, offering valuable insights for SMEs to optimize their social media strategies. Future research could link engagement metrics with purchasing behavior and explore sector-specific nuances further.