Study of Consumer Brand Following Intention on Instagram

2021 ◽  
Vol 11 (2) ◽  
pp. 32-51
Author(s):  
Simran Kaur Madan ◽  
Payal S. Kapoor
Keyword(s):  
Social Media ◽  
Consumer Motivation ◽  
Media Usage ◽  
Consumer Skepticism ◽  
Consumption Decisions ◽  
The Social ◽  
Media Platform ◽  
Relationship Of ◽  
The Relationship

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

scholarly journals Adolescent Attachment to Parents and Peers and the Use of Instagram: The Mediation Role of Psychopathological Risk

2021 ◽  
Vol 18 (8) ◽  
pp. 3965
Author(s):  
Giulia Ballarotto ◽  
Barbara Volpi ◽  
Renata Tambelli
Keyword(s):  
Social Media ◽  
Self Report ◽  
Validity And Reliability ◽  
Social Media Addiction ◽  
The Social ◽  
Adolescent Attachment ◽  
Media Platform ◽  
Psychological Difficulties ◽  
The Relationship

Several studies have shown an association between adolescents’ attachment relationships and social media use. Instagram is the social media platform most used by teenagers and recent studies have shown an association between Instagram use and increased psychopathological risk. The present study aims to verify whether psychopathological risk mediates the relationship between an adolescent’s attachment to their parents and peers and their Instagram addiction. N = 372 adolescents are assessed through self-report questionnaires evaluating Instagram addiction, the adolescents’ attachments to parents and peers, and their psychopathological risk. The Bergen Instagram Addiction Scale (BIAS) is developed by adapting the Bergen Social Media Addiction Scale. Results show the validity and reliability of the BIAS, confirming a one-factor structure. Findings show that a worse attachment to parents and peers is associated with adolescents’ psychopathological risk, which is associated with Instagram addiction. This finding has important clinical implications. Being able to intervene in adolescents’ relationships with parents and peers and the ways in which adolescents feel in relation to others could allow for a reduction in adolescents’ psychological difficulties, involving reduced Instagram use as a vehicle for the expression of their psychopathological symptoms.

scholarly journals The moderating role of brands for low income luxury consumers

2017 ◽  
Vol 8 (3) ◽  
pp. 936
Author(s):  
Flavio Santino Bizarrias ◽  
Suzanne Strehlau ◽  
Marcelo Moll Brandão
Keyword(s):  
Low Income ◽  
Structural Equation ◽  
Self Esteem ◽  
Equation Modeling ◽  
Low Income Students ◽  
Consumption Decisions ◽  
The Social ◽  
Relationship Of ◽  
The Relationship

The value of luxury is a multidimensional construct that assesses how consumers consider the various dimensions of luxury in their consumption relations. The consumption of luxury is not a trivial activity for most people, but brings a certain fascination and is part of the imaginary of the lower classes in emerging markets. The social identity of these consumers is changing because they aspire a new social position. But luxury consumption hurts the standards of this consumer profile. At the same time the self esteem is observed as an important element of people self-confirmation. For consumers, specifically, self-esteem is an important antecedent of consumption decisions. A sample of low income students was analyzed in this study to describe their relationship with luxury, and its influence on self-esteem when moderated by brand expressiveness. Through structural equation modeling this study found that the expression of the brand moderates the relationship of the value of luxury with self-esteem, allowing consumers of lower classes to observe a significant role of luxury in their lives.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

The Role of Social Media in Adolescent Loneliness and Mental Health Problems: Current Evidence and Suggestions for Future Work

2021 ◽  
Author(s):  
Warner Myntti ◽  
Jensen Spicer ◽  
Carol Janney ◽  
Stacey Armstrong ◽  
Sarah Domoff
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Mental Health Problems ◽  
Media Use ◽  
Current Evidence ◽  
Social Media Use ◽  
The Social ◽  
Future Work ◽  
The Relationship

Adolescents are spending more time interacting with peers online than in person, evidencing the need to examine this shift’s implications for adolescent loneliness and mental health. The current review examines research documenting an association between social media use and mental health, and highlights several specific areas that should be further explored as mechanisms within this relationship. Overall, it appears that frequency of social media use, the kind of social media use, the social environment, the platform used, and the potential for adverse events are especially important in understanding the relationship between social media use and adolescent mental health.

Imagination and Art

2014 ◽  
Author(s):  
Richard Swedberg
Keyword(s):  
Social Theory ◽  
Social Scientist ◽  
Modern Society ◽  
Basic Knowledge ◽  
Social Scientists ◽  
The Arts ◽  
The Social ◽  
Relationship Of ◽  
The Relationship

This chapter examines the role of imagination and the arts in helping social scientists to theorize well. However deep one's basic knowledge of social theory is, and however many concepts, mechanisms, and theories one knows, unless this knowledge is used in an imaginative way, the result will be dull and noncreative. A good research topic should among other things operate as an analogon—that is, it should be able to set off the theoretical imagination of the social scientist. Then, when a social scientist writes, he or she may want to write in such a way that the reader's theoretical imagination is stirred. Besides imagination, the chapter also discusses the relationship of social theory to art. There are a number of reason for this, including the fact that in modern society, art is perceived as the height of imagination and creativity.

The Role of Social Media Strategies in Competitive Banking Operations Worldwide

2014 ◽  
pp. 304-340
Author(s):  
Nurdan Oncel Taskiran ◽  
Recep Yilmaz ◽  
Nursel Bolat
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Concept Development ◽  
Economic Capital ◽  
The Social ◽  
The Relationship ◽  
Banking Operations

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies’ financial effectivness in many fields. This chapter discusses concept, development of social media, investigations about social media in different continents, its relation with institutionalization, and its role in the banking sector in the process of globalisation. In this study, social media strategies of a global bank on different continents are empirically analysed. Obtained data sheds light on the relationship between the social and economic capital in today’s world in an interdisciplinary platform.

The Role of Social Media Strategies in Competitive Banking Operations Worldwide

2015 ◽  
pp. 180-217
Author(s):  
Nurdan Oncel Taskiran ◽  
Recep Yilmaz ◽  
Nursel Bolat
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Concept Development ◽  
Economic Capital ◽  
The Social ◽  
The Relationship ◽  
Banking Operations

Social media has rapidly taken its place among the important phenomenons of today. It has an important role in institutionalization and companies' financial effectivness in many fields. This chapter discusses concept, development of social media, investigations about social media in different continents, its relation with institutionalization, and its role in the banking sector in the process of globalisation. In this study, social media strategies of a global bank on different continents are empirically analysed. Obtained data sheds light on the relationship between the social and economic capital in today's world in an interdisciplinary platform.

Using Social Media to Influence CRM and Loyalty

2015 ◽  
pp. 244-267
Author(s):  
Rozita Shahbaz Keshvari
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Relationship Management ◽  
Restaurant Industry ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Media Usage ◽  
The Social ◽  
Customer Perspective ◽  
The Relationship

This chapter explores the influence of social media in Customer Relationship Management that leads to Customer loyalty. The social media in restaurant is recognized as an essential component of the customer satisfaction and therefore it is a cornerstone of the success of CRM and customer loyalty through social media nowadays. The purpose of this chapter is to investigate how Restaurant industry can harness the power of social media by utilizing CRM that leads to Customer loyalty. The problem is approached applying both the restaurants perspective and the customer perspective. The recent explosion in social media usage, combined with the transformation of the consumer into a “consume' activist”, has permanently changed the relationship between a restaurant and its customers. There were two interviews conducted for 384 restaurants collected and analyzed for the research. The results proved that Social media can be an excellent channel for building long-lasting customer relationships in restaurants.

The Use of Blood Money in the Establishment of Non-Justice: Necrodomination and Resistance

2019 ◽  
pp. 160-186
Author(s):  
Cem Özatalay ◽  
Gözde Aytemur Nüfusçu ◽  
Gülistan Zeren
Keyword(s):  
Social Hierarchy ◽  
Judicial Process ◽  
The Social ◽  
Blood Money ◽  
Perpetrators And Victims ◽  
The One ◽  
The Right ◽  
Relationship Of ◽  
The Relationship

The use of blood money by powerful people during the judicial process following different kinds of homicides (workplace homicides, state homicides, gun homicides and so on) has become commonplace within the neoliberal context. Based on data obtained from five cases in Turkey, this chapter shows, on the one hand, how the use of blood money serves as an effective tool in the hands of powerful people to consolidate power relations, particularly necropower, as well as the relationship of domination, which rests upon class and identity-based inequalities. The analysis indicates that the blood money offers made by powerful people allows them to minimize potential penalties within penal courts and also to keep their privileged positions in the social hierarchy by purchasing the ‘right to kill’. On the other hand, the resistance of the oppressed and aggrieved people to the subjugation of life to the power of death is analysed with a particular focus on the role of power asymmetries between perpetrators and victims and their unequal positions in the social hierarchy. This conflictual relationship, which we qualify as an expression of necrodomination, offers novel insights into Turkey’s historically shaped system of domination.

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