Brand Experience and Consumers’ Social Interactive Engagement with Instagram Accounts of the Brand: An Integrated-Marketing Perspective

Abstract

As consumers increasingly talk about brands online, brand marketers have turned to online platforms i.e., Instagram, a popular tool for interacting with customers and creating brand communities. Prior research has looked at elements that contribute to a brand page's success by concentrating on only two contributing aspects of brand page engagement: individual consumer attributes and brand page features. Using an integrated marketing approach, this study expands on previous research by looking at a wide variety of influencing elements that influence interaction with Brand's Instagram account, including sensory, emotional, intellectual, and behavioral brand experiences. Prior research has done works on these elements, focusing widely on brand pages, but this study focuses specifically on Brand’s Instagram accounts, setting in Pakistan. Additionally, this study examines the role of word of mouth (WOM), consumers who participate socially on a brand's Instagram account are more likely to spread positive word of mouth (WOM) about the brand. Data is gathered from Instagram users of Pakistan, by using convenience sampling technique. 204 people have participated in the survey, and the gathered data is then analyzed by using SPSS software. Data analysis is carried out based on survey data employing statistical tests like correlation and regression analysis, etc. Additional discussion of the theoretical and practical implications of our work is provided, along with ideas for further study in this vital and developing area.