The Role of Digital Content Characteristics in Fostering Audience Engagement with Cultural Heritage: A Content Analysis of Al-Sadu Weaving on Instagram through Media Richness Theory

Abstract

This study investigates how digital content characteristics influence audience engagement with cultural heritage, focusing on Al-Sadu weaving posts on Instagram through the lens of Media Richness Theory. A quantitative content analysis was conducted on a stratified purposive sample of 150 posts published between October and December 2024. The analysis examined variables such as media type, richness level, visual quality, publisher account type, and audience engagement indicators (likes, comments, shares, and engagement rate). The findings indicate that media richness is a critical determinant of engagement: videos and reels generated significantly higher interaction levels than static images, and institutional accounts (governmental and heritage-based) outperformed individual accounts in fostering engagement. Conversely, visual quality and audience size showed no statistically significant impact. Posting time emerged as an influential factor, with evenings and weekends driving greater interaction. Practical recommendations are provided for heritage institutions, researchers, and digital content creators to design more effective strategies for preserving and promoting cultural heritage in the digital sphere.