Does the use of Real Time Marketing (RTM) as brand content strategy on Instagram have an impact on social media engagement?

: an analysis for Portugal

Abstract

This dissertation studies the impact that the use of Real Time Marketing (RTM), specifically on Instagram, has over social media engagement, focusing on the Portuguese context. Previous research are not unanimous regarding the effects of RTM. Thus, the current dissertation aims to further investigate this topic and explore new facets to the problem, by means of analyzing other components that might influence Real Time Marketing performance such as the presence of brand promotional appeal and the effects on sentiment of comments from followers. A total of 537 posts from Portuguese Instagram accounts of brands listed in Forbes’ Most Valuable Brands were collected. In total, 10 brands were considered. The findings reveal that Real Time Marketing has a comparable performance to Non-Real Time Marketing on engagement and on sentiment of comments. Besides, the presence of brand promotional appeal on RTM posts does not influence the effects on engagement.

Date of Award	20 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniela Langaro (Supervisor)