Comprehensive Analysis of Ryanair's Instagram Content Strategy: A Study of Engagement and Virality

Název práce: Comprehensive Analysis of Ryanair's Instagram Content Strategy: A Study of Engagement and Virality
Autor(ka) práce: Balabayov, Rahim
Typ práce: Diploma thesis
Vedoucí práce: Stříteský, Václav
Oponenti práce: Machek, Martin
Jazyk práce: English
Abstrakt:
This study analyzes Ryanair’s Instagram content strategy to uncover factors driving user engagement and content virality. Using a mixed-methods approach, it combines quantitative analysis to evaluate performance of 284 posts and qualitative content analysis to identify recurring themes within the content and user comments of top 5 best performing posts. Results reveal that entertaining posts, especially memes, drive the highest engagement, outperforming informational and promotional posts. Short videos and humorous, relatable content further enhance interaction rates. Comments, as a higher-cognitive form of engagement, were heavily influenced by humor and emotional resonance. The findings highlight the strategic value of visually appealing and audience-centered content, offering actionable insights for social media marketing and advancing theories of user engagement.
Klíčová slova: meme marketing; virality; Social media; engagement
Název práce: Comprehensive Analysis of Ryanair's Instagram Content Strategy: A Study of Engagement and Virality
Autor(ka) práce: Balabayov, Rahim
Typ práce: Diplomová práce
Vedoucí práce: Stříteský, Václav
Oponenti práce: Machek, Martin
Jazyk práce: English
Abstrakt:
This study analyzes Ryanair’s Instagram content strategy to uncover factors driving user engagement and content virality. Using a mixed-methods approach, it combines quantitative analysis to evaluate performance of 284 posts and qualitative content analysis to identify recurring themes within the content and user comments of top 5 best performing posts. Results reveal that entertaining posts, especially memes, drive the highest engagement, outperforming informational and promotional posts. Short videos and humorous, relatable content further enhance interaction rates. Comments, as a higher-cognitive form of engagement, were heavily influenced by humor and emotional resonance. The findings highlight the strategic value of visually appealing and audience-centered content, offering actionable insights for social media marketing and advancing theories of user engagement.
Klíčová slova: engagement; meme marketing; virality; Social media

Informace o studiu

Studijní program / obor: Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra marketingu

Informace o odevzdání a obhajobě

Datum zadání práce: 31. 10. 2023
Datum podání práce: 15. 12. 2024
Datum obhajoby: 3. 2. 2025
Identifikátor v systému InSIS: https://insis.vse.cz/zp/86515/podrobnosti

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