Title: The Influence of Instagram on Consumer Behavior and Brand Community: Effect of Location on Brand Positioning in Northern Cyprus
Stream: Media, Film Studies, Theatre, Communication
Presentation Type: Oral Presentation
Authors:
Zeki Aykol, Eastern Mediterranean University, Cyprus
Abstract:
Nowadays, technology has started to take place in all areas of our lives. Social media has become a part of our lives through this developing technology. One of these popular social media tools is Instagram. These days, Instagram has a huge impact on consumer behavior and brand community. Mardo is a brand that produces ice cream and desserts in Northern Cyprus. This brand has branches in many cities and this year opened a new one in Famagusta old city (Kaleiçi). This article examines how the posts shared on Instagram create a brand community for Mardo's new branch, how consumers are affected by it, and whether it changes consumer behavior. The problem observed here is whether Instagram really creates a brand community and has an impact on consumer behavior. This study aimed to measure the effect of Instagram on consumer behavior and its effectiveness in creating a brand community. This study was carried out with a qualitative content analysis method and a quantitative survey method. Also, the theoretical framework of the study was created with the social identity theory. The findings of this study are that Instagram has an impact on consumer behavior, brand positioning, and brand community.
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