The Use of Instagram for Fortune 500: Impacts of Conversational Human Voice on User Engagement

This study explored the actual use of conversational human voice in Instagram posts and tested their impact on user engagement based on Fortune 500 companies' content (N=7,545). Findings from this study stress the effectiveness and prevalence of conversational human voice in corporate messages utilized in social media content by Fortune 500 companies. Specifically, their accounts adopted human voice message features differently across various industry types, while some of them significantly increased engagement on their social media communication channels.

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