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Marketing Professor Susan Myers Wins Award for Paper on Instagram Engagement During Pandemic

Susan Myers, Ph.D., associate professor of marketing

Susan Myers, Ph.D., associate professor of marketing, won Best Paper: Digital & Social Media from the Society for Marketing Advances for her work regarding increased Instagram use during this year’s pandemic.

Myers received the award Nov. 6 during SMA’s virtual 2020 conference.

Her paper looked at how COVID-19 restrictions and social distancing guidelines impacted consumer use of Instagram by looking at engagement rates with the top brands on the platform. The study compared engagement rates in the two months prior to the first regulations put in place for COVID-19 and the two months following it.

“The research indicated the engagement rate per post was higher during the pandemic than before despite the fact there was not a significant difference in the quantity of posts made by the brands,” Myers said.

Myers also found that consumers were generally looking for content unrelated to the pandemic as posts with COVID-related hashtags did not have a higher rate of engagement.

While some of these changes in social media use may be temporary, Myers said corporations will likely continue to invest more as consumers develop new routines in the pandemic.

“It seems doubtful that consumers will return completely to the old ways of operating as customer expectations for digital alternatives have grown,” Myers said. “Customer reliance on digital consumption continues to grow as will their expectations for brands’ digital experiences.”