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.advisorIrwin, Ronalden_ZA
dc.contributor.authorKleintjes, Alyssaen_ZA
dc.date.accessioned2018-02-02T09:29:09Z
dc.date.available2018-02-02T09:29:09Z
dc.date.issued2017en_ZA
dc.description.abstractThe 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.identifier.apacitationKleintjes, 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/11427/27242en_ZA
dc.identifier.chicagocitationKleintjes, 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/11427/27242en_ZA
dc.identifier.citationKleintjes, 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.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
dc.identifier.urihttp://hdl.handle.net/11427/27242
dc.identifier.vancouvercitationKleintjes 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/11427/27242en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentCentre for Film and Media Studiesen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMedia Theory and Practiceen_ZA
dc.titleThe rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creationen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMFAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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