Abstract
Instagram generally perceived to be a brand engagement than brand awareness medium. The research aimed at investigating the most influencing variable among various brand equity concepts such as brand awareness, brand association, brand loyalty and perceived quality of Instagram users in India. Though numerous researches explored Facebook and Twitter users on this context, there is little research on Instagram despite being the emerging visual communication medium. The result of this survey-based research indicates that young users perceive the brand circulated on Instagram as quality, followed by brand loyalty and brand association. The brand awareness had a subtle relationship with overall brand equity, and this result asserts that Instagram is perceived as better of brand engagement tool than brand awareness medium while building brand equity for a product.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Indian Culture and Business Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
