Corporate Strategies on Instagram - Content Anaylysis Framework

Research conducted on Instagram, and other social networking sites (SNSs), has primarily been focused on individual use and representation. The focus of this paper, however, is corporate use of Instagram. With over 25 million business profiles on this social media platform, it is time to shift some attention to the corporate use of Instagram. Corporations, including the private and public sectors, have grown reliant on social media as means of maintaining public relations – a platform where there is an attempt to represent the institution, promote corporate social responsibility activities and communicate with stakeholders. Uta Russmann and Jakob Svensson (2016) proposed a content analysis framework to study political parties on Instagram. However, it was found that the proposed framework was insufficient and should be revised for corporate use. The proposed revision of this content analysis framework is the focus of this paper to give rise to corporate strategy framework for Instagram.