Emotional vs. Functional Approaches on Instagram: The Disney Brand

• Autor(es): Faria, Ana Lúcia ; Cairrão, Álvaro ; Rodrigues, Helena Sofia
• Data: 2026
• Origem: European Journal of Applied Business and Management
• Tipo de Documento: Artigo científico
• Idioma: Inglês

Descrição

Purpose: This paper aims to analyze how the Disney brand uses emotional and functional content strategies on Instagram to influence the emotional engagement of its followers.Methodology: Based on a quantitative approach, an online questionnaire was administered to users who follow Disney or related communities on Instagram. The data collected were analyzed using descriptive statistics and non-parametric tests.Results: The results show that emotional content generates higher levels of enthusiasm, pleasure, and interaction, whereas functional content is perceived as more informative and interesting. These findings validate multidimensional models of emotional engagement and reinforce the importance of emotional strategies in digital brand communication.Research limitations: The study is limited by its sample, which is predominantly female and within a specific age range. Further research could use mixed methods and more diverse samples to deepen understanding.Practical implications: Brands can optimize their social media communication by combining emotional appeal with practical information to foster stronger engagement from their audiences.Originality: This study contributes to the literature by applying validated emotional engagement models to Instagram content strategies in the context of a globally iconic brand.Keywords: Emotional engagement; digital marketing; Disney; Instagram; social mediaDOI: https://doi.org/10.58869/SPM/01