The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework

Artikel

The present study aimed at exploring the extent to which users model their behavior-as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow-on other users. This distinction can help marketers and social media experts discover the most likely perspectives of brand management. The statistical population was composed of the users of the Instagram social network, out of which 384 individuals were sampled by convenience non-probable technique. The hypotheses were tested by the logistic regression analysis. The results show that peer communications, brand attitude, brand relationship quality, and Instagram usage influence the manifestation of eWOM in the Instagram social network. The paper is concluded with some recommendations to marketers in the context of the Instagram social network.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 6 ; Year: 2019 ; Pages: 1-14 ; Abingdon: Taylor & Francis

Classification and Topics

• Classification: Management
• Subject: consumer socialization ; electronic word of mouth ; brand ; Instagram ; social network ; logistic regression analysis

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Delafrooz, Narges ; Rahmati, Yalda ; Abdi, Mehrzad
• Event: Veröffentlichung
• (who): Taylor & Francis
• (where): Abingdon
• (when): 2019

Further information

• DOI: doi:10.1080/23311975.2019.1606973
• Handle: http://hdl.handle.net/10419/206177
• Last update: 10.03.2025, 11:43 AM CET