Browsing by Subject "Instagram"

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Open Access
    #EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram
    (2020) Venter, L'André; Irwin, Ronald
    This research investigates the ways in which Unilever's LUX soap has repositioned their brand away from their historical association with beauty pageants. This research aims to unpack the ways in which Instagram is utilised by LUX soap to effectively communicate a distinct brand personality. This research identifies that the repositioning of the brand on Instagram was achieved through a strategy that integrated social media influencers and brand events, whilst incorporating social marketing. Not only does this research focus on LUX's branding on Instagram, it critically engages with the content from a postfeminist perspective. This is the secondary theoretical engagement of this work. The paper highlights the ways in which the content is postfeminist in nature and how this was incorporated into the branding messages. The main focus of this dissertation is the #MoreThanYouCanSee and #EvenMore LUX soap campaigns. Through a mixed methodology of interviews, content analysis, and survey the paper focuses on the ways in which LUX created a relationship with their customers on Instagram and effectively repositioned the brand. The research suggests that three key techniques were repeated on Instagram to effectively create new associations with the LUX brand during the #MoreThanYouCanSee and #EvenMore extension campaign. The paper, furthermore, suggests that the LUX soap campaign employs postfeminist rhetoric in their Instagram strategy. This dissertation argues that the development of a strategy consisting of branded events, social media influencers, and social marketing content allowed LUX soap to reposition their brand.
  • Thumbnail Image
    Item
    Open Access
    Factors influencing cyberbullying among young adults: Instagram case study 
    (2022) Oladimeji, Anthonia; Kyobe, Michael
    Cyberbullying is one of the major problems of social networking sites, which has been known to have prolonged adverse psychological effects on social network users. Cyberbullying has been discussed a lot in the literature, but little research has been done on cyberbullying and its related factors. This study seeks to examine the factors influencing cyberbullying on Instagram among young adults. Instagram was chosen as a case study for the thesis because research shows that Instagram is the most preferred social networking site among the age cohort (18–30), who are popularly referred to as young adults. An extensive review of the literature was carried out, and six constructs (Instagram Usage, Vulnerability, Peer Pressure, Anonymity, and Instagram Features) were used to examine the influence of cyberbullying among young adults on Instagram. This study draws from the theory of routine activity theory (RAT), which is grounded on the postulation that criminal acts can be easily committed by any individual who has the opportunity. The researcher reviewed the process and deployed a methodological and concept-centric approach to create a comprehensive conceptual model that included key factors. This dissertation is different from most cyberbullying research in the sense that it reviews cyberbullying behaviours from the context in which they occur rather than the intent or motivation of the perpetrator. The model allowed a holistic examination of factors that influenced cyberbullying behaviours on Instagram. Using a survey methodology, over 201 Instagram users who are also students at the University of Cape Town completed an instrument measuring factor influencing cyberbullying. The researcher deployed Smart PLS, a statistical package for the social sciences, to test for reliability, validity and to analyse the entire dataset. The study critically examined the factors that influence cyberbullying among young adults. The results of this dissertation indicated that peer pressure and online vulnerability have a strong significance in cyberbullying behaviours. Surprisingly, Instagram usage had a weak correlation with cyberbullying behaviours. This study contributes significantly to the exciting research on cyberbullying as it helps identify the factors that contribute to cyberbullying behaviours. From this research, cyberbullying interventions or solutions can be accurately developed.
  • Thumbnail Image
    Item
    Open Access
    The effect of sponsorship disclosure on consumers perception of source credibility and the likelihood to recommend organic hair care products
    (2021) Dube, Priscilla Fungai; Mototo, Lebogang; Pillay, Pragasen
    Influencer marketing has made its way to the forefront of online marketing due to the rapid expansion and usage of social media platforms. Despite the increased adoption of influencer marketing, the effect of sponsorship disclosure on source credibility remains under-researched in academia. This study aimed to address this research gap in two parts. Firstly, by evaluating the characteristics and significance of social media influencers. Secondly, by investigating the effect of sponsorship disclosure on consumers perception of source credibility and the likelihood to recommend organic hair care products. The selected social media platform for this study was Instagram, due to its growing popularity and increased usage by influencers. The hair care retail business as a proven multi-billion dollar industry, set itself as a valuable industry for the purposes of this study. The research methodology involved the collection of primary data from existing literature on influencer marketing strategies and social media influencers. Ohanian's Source Credibility model was found to be of relevance to the research objectives, therefore, it was used a theoretical framework for the study. Secondary data was collected by exploring the relationships between sponsorship disclosure, source credibility and electronic word-of-mouth marketing. Quantitative data was collected through a structured questionnaire which was issued online to University of Cape Town students. To ensure that the research contributed to existing academic literature, the target population chosen for the study was the Generation Z. The data collected was analysed using inferential statistical methods in order to test the hypotheses. A structural equation model was used to analyse the relationship between variables and the results indicated that all hypotheses were found to be supported, depicting that sponsorship disclosure has an impact on perceived source credibility. Additionally, the results indicated that respondents were more likely to participate in word-of-mouth recommendations for products endorsed by influencers that they regarded to be credible. The overall research findings provide valuable insights on consumer perception towards the credibility of social media influencers. This information can be used in marketing practice to aid marketers to develop appropriate strategies for sponsored influencer marketing campaigns. Furthermore, this study contributes to academia by adding empirical data to the existing body of literature on influencer marketing.