The purpose of this two-part mixed-methods based study is to understand the effect of content characteristics of brand-posted social media content on consumer engagement in the recently emerged and rapidly growing unified payments interface (UPI) based digital payments sector in India. The Study 1 uses Instagram data collected using the Apify tool, an Instagram Scraper, for four leading UPI brands in India over eight months. Linear regression was performed on the dataset with likes as the dependent variable and content vividness, content appeal, and content interactivity as the independent variables. The qualitative Study 2, based on semi structured interviews of Instagram users who make UPI payments, corroborates Study 1, and provides a richer, more nuanced understanding of the phenomenon. For UPI brands, we found that entertaining and remunerative appeals are more effective than other content appeals in generating likes on Instagram. This research does not find a positive effect of relational appeal over information appeal on the number of likes, indicating that content with relational appeal is not very effective for UPI brands. Further, this study suggests interesting findings about the role of interactivity and vividness in driving consumer engagement on social media platforms. This study is among the first to focus on increasing consumer engagement with brand-posted social media content in the context of the nascent, high-potential, and rapidly growing UPI-based digital payments sector in India.

中文翻译：

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推动数字支付品牌的消费者参与度：Instagram 上的内容策略

这项基于两部分混合方法的研究的目的是了解品牌发布的社交媒体内容的内容特征对印度最近出现并快速增长的基于统一支付接口 (UPI) 的数字支付行业的消费者参与度的影响。研究 1 使用 Apify 工具（Instagram Scraper）在八个月内为印度四个领先的 UPI 品牌收集的 Instagram 数据。对数据集进行线性回归，以点赞为因变量，以内容生动性、内容吸引力和内容交互性为自变量。定性研究 2 基于对进行 UPI 支付的 Instagram 用户进行半结构化访谈，证实了研究 1，并提供了对该现象更丰富、更细致的理解。对于 UPI 品牌，我们发现娱乐性和报酬性吸引力比其他内容吸引力更能在 Instagram 上产生点赞。这项研究并未发现关系吸引力相对于信息吸引力对点赞数有积极影响，这表明具有关系吸引力的内容对于 UPI 品牌来说并不是非常有效。此外，这项研究还提出了关于互动性和生动性在推动消费者参与社交媒体平台方面的作用的有趣发现。这项研究是第一个关注在印度新兴、高潜力且快速增长的基于 UPI 的数字支付行业背景下提高消费者对品牌发布的社交媒体内容的参与度的研究之一。