Double-Tap to Engage: Analyzing the Impact of Message Interactivity, Content Consistency, and Content Type on Customer Engagement with Pharmaceutical Posts on Instagram

HRMARS - As a result of the COVID-19 crisis, consumer interest has shifted from face-to-face to online transactions. Consequently, online marketing has increased, and consumers are increasingly exposed to various forms of online promotional content on social media. This shift is notable on Instagram, a platform that is becoming increasingly popular among consumers for searching for brands they wish to purchase. Therefore, the purpose of this research is to determine the attributes that influence how customers engage with pharmaceutical product posts on Instagram. It refers to content marketing variables from previous studies consisting of message interactivity, content consistency, and content type. Additionally, this research investigates interventions by advertising campaigns that leverage user-generated content to enhance customer engagement with ClayNiq pharmaceutical products. Data were acquired through an online survey, yielding 133 suitable responses for statistical analysis. The research conducted revealed that content type is the most significant indicator of customer engagement. Surprisingly, customer engagement was unaffected by variables such as message interactivity and broadcast uniformity. Included in the conclusion, the practical implications regarding customers, pharmaceutical product marketers, and researchers are discussed. Future research could focus on the influence of different key variables, including the post’s timing and topic appeal.