What type of content does get the most positive response on Instagram? A content analysis of Italian celebrity chef profiles.

The paper analyses the content of the Instagram communication of the Italian celebrity chefs with most followers and the effect of communication strategies on the level of fan engagement and positive sentiment. To understand the type of messages posted (RQ1) and the effect on fan engagement and sentiment (RQ2), we use a deductive content analysis methodology, involving the last 50 Instagram posts for each chef, clustering the messages in 4 categories (career, personal, fan and celebrity interaction) and analysing the text of all follower comments of the posts. The results show that in the analysed profiles, communication messages related to the subject's career (anything related to cooking, food and product endorsements) prevail; however, the type of content does not significantly affect the level of engagement and sentiment of the followers. The results of research provide considerations about the role of online communication in marketing strategies, with particular focus on celebrities (physical persons) and on the achievement of goals in terms of personal success and fan engagement.