Instagram marketin: attractiveness of brands; following brands of Instagram

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2017-06-29
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en
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Abstract
In this study, the consumer’s perspective of Instagram is examined. Using qualitative research methods, the underlying motives to use Instagram, the ways in which Instagram is used, and the drivers of brand attractiveness on Instagram are identified. The results show that consumers follow brands on Instagram because of five important motives: positive attitude, gathering latest information, experience, inspiration and identification. These motives help to establish two user groups, buyers and recreational users, to which the consumers belong. Most consumers use Instagram daily, which consists of several short usage moments. This behavior is mostly applicable to young adults. With new insights into Instagram usage, two additional user groups are established: heavy users and occasional users. Furthermore, three tiers of drivers of brand attractiveness are distinguished, which have a different amount of importance for determining the brand attractiveness. This study contributes to the current stream of literature on social media marketing by laying a foundation for the research on Instagram, which is currently lacking.
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Faculteit der Managementwetenschappen
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