Silent Followers! : A Qualitative Study on the Factors Behind Low Comment Engagement Among Luxury Brand Followers on Instagram

Abstract: This research explores the reasons why followers of luxury brand Instagram accounts engage less frequently through commenting despite having a large number of followers. The study addresses the research question: "Why do Instagram followers of the luxury brand engage less through comments despite having a large number of followers?". The findings indicate that several factors contribute to the lower engagement through comments among Instagram followers of luxury brands. Firstly, a lack of active encouragement from luxury brands to interact and engage with their followers on Instagram leads to fewer comments and engagements on their posts. Algorithmic factors, such as the visibility of likes and comments, also influence engagement behavior, with followers more likely to comment on posts with a larger number of likes and comments. The authenticity of the content and engagement of luxury brands on Instagram plays a significant role, as followers tend to engage more with brands that come across as genuine and authentic in their interactions. Moreover, the exclusive image of luxury brands creates a perceived distance between the brand and its followers, which may discourage engagement through comments.  The study provides theoretical implications by highlighting the importance of active encouragement from luxury brands, the role of Instagram in brand differentiation, and the influence of algorithmic factors on engagement behavior. Managerially, the research suggests that luxury brand managers and marketers should actively encourage commenting and engagement, focus on producing authentic content, consider algorithmic factors, and create inclusivity to encourage engagement from followers.  The research project contributes to the understanding of engagement behavior on Instagram, providing insights for academics and valuable information for luxury brand managers and marketers to develop effective Instagram marketing strategies. Limitations focus on Instagram and comments as a measure of engagement, the limited sample size, and the neglect of influencers and sponsored content. Future research could explore other social media platforms, expand the scope of engagement measures, increase sample size, and consider the impact of influencers and sponsored content on customer engagement.