A COMPARISON OF ANTECEDENTS TO BRAND FOLLOWING ON FACEBOOK, INSTAGRAM & SNAPCHAT

Abstract

The fast pace development & innovation in technology has opened numerous cost effective roads for advertisers to advertise their products & get to embed their information in the minds of consumers. Digital marketing is being widely used by advertisers including the famous mediums Facebook, Instagram & Snapchat. In this context the insights regarding prevailing motivations that lead to intent of brand following on these platforms are still unknown. Hence aim of this research study is to investigate why consumers follow brands on Facebook, Instagram & Snapchat, gaining insights about factors that are most critical to youthful adults (aged 18-24) while framing the intention to follow brands. An online survey was conducted to gather data from 388 respondents preferably with a higher usage of social media & a general acquaintance with the applications being studies. This study is an explanatory study in nature & the assumptions have been tested using multiple linear regression test. The insights gained from this study are critical for formation of measures that can eventually, give media-skeptic comparisons of social media advertising impact. Furthermore the study will unfold the perception of Pakistani consumers about following brands on the most trending platform like Snapchat/Instagram & their preference for choosing either The findings of this study indicate that consumers who utilize social media platforms (including Facebook, Instagram, Snapchat) to follow brands perceive their usage convenient & fruitful. Secondly social circle pressure has a great impact on users in social media engagement with brands. Lastly advertisers should design social media campaigns which provide value to consumers.