CONTENT STRATEGY OF THE ELECTRONICS RETAILER COMFY ON INSTAGRAM: ANALYSIS OF AUDIENCE ENGAGEMENT FACTORS AND EFFECTIVENESS OF VISUAL-TEXTUAL CONTENT ELEMENTS

Authors

  • Volodymyr KONDRASHEVSKYI

DOI:

https://doi.org/10.31379/sed.3.6.2025.50

Keywords:

content marketing, Instagram marketing, Engagement Rate, Comfy, electronics retail, digital marketing, Pareto analysis, visual content analysis, marketing metrics, consumer behaviour

Abstract

This article presents the results of a comprehensive empirical study of the content strategy employed by Comfy, one of the leading Ukrainian retailers of household appliances and electronics, on Instagram. The research applies a combined methodology integrating descriptive statistics, Pareto concentration analysis, and multimodal visual content analysis. For each post, the Engagement Rate (ER%) was calculated, content was segmented by type, and additional caption attributes were identified. Based on the findings, a set of practical recommendations is formulated to optimize the brand's content strategy

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Published

2025-12-26

How to Cite

KONDRASHEVSKYI , V. (2025). CONTENT STRATEGY OF THE ELECTRONICS RETAILER COMFY ON INSTAGRAM: ANALYSIS OF AUDIENCE ENGAGEMENT FACTORS AND EFFECTIVENESS OF VISUAL-TEXTUAL CONTENT ELEMENTS. Society. Economy. Digitalization, 3(6), 57–69. https://doi.org/10.31379/sed.3.6.2025.50

Issue

Vol. 3 No. 6 (2025): Society. Economy. Digitalization

Section

Information systems and technologies as determinants of the digital economy

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Copyright (c) 2026 Society. Economy. Digitalization

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