Content Strategies in Social Media: Health-Oriented Brand Communities in Iran

  The rapid growth of social media has created many opportunities for health professionals to undertake a large part of their marketing activities in this area. The main objective of the current study is to fully understand the main factors of the content strategy in Instagram social media health clinics to increase the engagement of brand community members. The present study was done in two stages. In the first stage, through the investigation of previous studies and deep interview with 8 native experts the model has been designed. Second stage, relations between the variables of the model were investigated. In the method, a multiple case study, 1572 posts of Instagram, 8 health clinics, were coded and analyzed using a netnography method during a year. At 95% confidence level there was a significant relationship between the content type (p<0.001( and hashtag (p<0.000( with the customer engagement variables and between the content agility (p<0.001( with the customer engagement (except of save post and discovery percentage), and between the content day (p<0.001( with the customer engagement variables (except of discovery percentage and impression), and relationship between content context (p<0.001( with customer engagement (except of profile visit and discovery percentage) and tone of voice (p<0.002( with customer engagement (with the exception of likes, discovery percentage and new folowers). The resulting factors help the health clinics to optimize the content of their brand community, which can increase the number of members of a brand community and engage them with content.