The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation

 

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dc.contributor.advisor Irwin, Ronald en_ZA
dc.contributor.author Kleintjes, Alyssa en_ZA
dc.date.accessioned 2018-02-02T09:29:09Z
dc.date.available 2018-02-02T09:29:09Z
dc.date.issued 2017 en_ZA
dc.identifier.citation Kleintjes, A. 2017. The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation. University of Cape Town. en_ZA
dc.identifier.uri http://hdl.handle.net/11427/27242
dc.description.abstract The number of brands using Instagram as a branding tool is steadily rising and so too is the rate of brand related consumer Interactions on social media. The sociocultural shifts in behavioural norms on Instagram have facilitated an increase in social word-of mouth that is surpassing traditional media advertising as the primary influence on consumers' purchase decisions. This revolution in Instagram marketing has facilitated the development of the Instagram Economy. This research aims to draw actionable insights into the South African Instagram Economy, which brand managers can use to inform their Instagram marketing strategies in order to leverage the economic capabilities of this platform. In order to draw actionable insights the study focused on each of the three main role players of the Instagram Economy: brands, Instagram influencers and consumers. The method of research for each of these three components of study was: a case study of a brand Instagram account, a quantitative content analysis of Instagram influencers' brand sponsored posts and lastly a closed, fixed response consumer questionnaire which prospective respondents could voluntarily participate in. This research identified that in order to develop successful brand presence on Instagram and increase the rate of brand related Instagram interactions that influence consumer purchase decisions, brands need to develop the right content for their target audience, partner with influencers that match the brand's values and know their audience's Instagram usage habits in order to reach them effectively. en_ZA
dc.language.iso eng en_ZA
dc.subject.other Media Theory and Practice en_ZA
dc.title The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation en_ZA
dc.type Master Thesis
uct.type.publication Research en_ZA
uct.type.resource Thesis en_ZA
dc.publisher.institution University of Cape Town
dc.publisher.faculty Faculty of Humanities en_ZA
dc.publisher.department Centre for Film and Media Studies en_ZA
dc.type.qualificationlevel Masters
dc.type.qualificationname MFA en_ZA
uct.type.filetype Text
uct.type.filetype Image
dc.identifier.apacitation Kleintjes, A. (2017). <i>The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/27242 en_ZA
dc.identifier.chicagocitation Kleintjes, Alyssa. <i>"The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2017. http://hdl.handle.net/11427/27242 en_ZA
dc.identifier.vancouvercitation Kleintjes A. The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation. [Thesis]. University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2017 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/27242 en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Kleintjes, Alyssa AB - The number of brands using Instagram as a branding tool is steadily rising and so too is the rate of brand related consumer Interactions on social media. The sociocultural shifts in behavioural norms on Instagram have facilitated an increase in social word-of mouth that is surpassing traditional media advertising as the primary influence on consumers' purchase decisions. This revolution in Instagram marketing has facilitated the development of the Instagram Economy. This research aims to draw actionable insights into the South African Instagram Economy, which brand managers can use to inform their Instagram marketing strategies in order to leverage the economic capabilities of this platform. In order to draw actionable insights the study focused on each of the three main role players of the Instagram Economy: brands, Instagram influencers and consumers. The method of research for each of these three components of study was: a case study of a brand Instagram account, a quantitative content analysis of Instagram influencers' brand sponsored posts and lastly a closed, fixed response consumer questionnaire which prospective respondents could voluntarily participate in. This research identified that in order to develop successful brand presence on Instagram and increase the rate of brand related Instagram interactions that influence consumer purchase decisions, brands need to develop the right content for their target audience, partner with influencers that match the brand's values and know their audience's Instagram usage habits in order to reach them effectively. DA - 2017 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2017 T1 - The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation TI - The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation UR - http://hdl.handle.net/11427/27242 ER - en_ZA


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