Abstract
Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.
Highlights
Academic Editor: Jeong-Gil ChoiMarketing scholars and practitioners recognize the importance of social media marketing as a strategy to acquire loyal customers [1]
A pilot test was conducted with 40 coffee brand Instagram users who had visited a coffee brand Instagram account within the last 3 months to assess whether the measurement items were clearly worded
29.1% (n = 104) of the respondents indicated that they visited coffee brand Instagram accounts one–two times per week
Summary
Academic Editor: Jeong-Gil ChoiMarketing scholars and practitioners recognize the importance of social media marketing as a strategy to acquire loyal customers [1]. Enterprises and brands are embracing social networks as a contemporary means for communicating with potential and actual consumers, as well as to improve corporate performance [2,3]. Instagram is an image-centered social media platform that allows users to grasp information through photos and images. Due to Instagram’s high user engagement rate and visual-centered nature, 71% of globally known brands use this platform in their advertisement programs [6]. This trend is true of the foodservice industry. The leading coffee chain, Starbucks, uses its Instagram account to better engage with consumers on topics such as product development and testing [6]. Food and beverage companies are using Instagram in order to inform customers about their products and remain competitive [7]
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