How to Build Brand Awareness and Engagement on Instagram

A study by Christodoulides (2009) illustrates that internet and technology have strongly affected on brandsphere. Brand managers role has changed from guardian to host and they have understood that one-side communication is not enough anymore and they should shift to many-to-many communication where consumers are allowed to communicate with the firm and other consumers.  Christodoulides (2009) states that before the internet, brand manager used to act like control freak which is not feasible in online world. Today, branding is about creating relationships, interaction and generating better value to the customers. Building and sharing user generated content should be facilitated by companies because it has a powerful impact on building and improving relationship amongst brands, consumers and brand communities. Internet has also offered new opportunities for companies as they can benefit from personalization and customization for instance in case of NikeID.com, where consumer can design trainers themselves from a variety of options.

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How does eWOM within social media affect you as a consumer?

People have through all times expressed their views on current events and the latest trends. This article will look into how word of mouth travels in the modern day era of constant social media exposure. How are you as a consumer affected by other people and are you aware of the mechanisms that lies behind your buying decisions? Marketing professionals are well aware of how you make these decisions, but are you? The effect can be different depending on the type of products and brands in question, and we will see that what type of consumer you are, whether you are a novice or an expert for a specific product, will also have an impact. Lastly, we have reviewed a case that tells us more about whether the information that we receive via for instance via Instagram is authentic or not. 

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Co-branding in User-Generated Images on Instragram and Likeability

Images have the ability to influence directly and are considered more credible than words spoken or written (Vilnai-Yavetz and Tifferet, 2015). Exemplified in the idiom: ‘an image is worth a thousand words’, which indicates images are able to convey many meanings that cannot be so clearly communicated in a simple text message. Currently, communication is driven by technology, which has consequently led to the social media rave. Images are being sent, posted and shared to a large extent through these means by people “seeking to construct an image of themselves” (Leary and Kowalski, 1990), increasing likeability and trying to create a desired impression (Vilnai-Yavetz and Tifferet, 2015). A key way of doing so, however, is by enhancing their status through their clothing and objects, which appear with them in their photos (Johnson et al., 2008). 

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Co-branding in User-Generated Images on Instragram and Likeability

Images have the ability to influence directly and are considered more credible than words spoken or written (Vilnai-Yavetz and Tifferet, 2015). Exemplified in the idiom: ‘an image is worth a thousand words’, which indicates images are able to convey many meanings that cannot be so clearly communicated in a simple text message. Currently, communication is driven by technology, which has consequently led to the social media rave. Images are being sent, posted and shared to a large extent through these means by people “seeking to construct an image of themselves” (Leary and Kowalski, 1990), increasing likeability and trying to create a desired impression (Vilnai-Yavetz and Tifferet, 2015). A key way of doing so, however, is by enhancing their status through their clothing and objects, which appear with them in their photos (Johnson et al., 2008).

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Why do people engage (with brands) on social media?

 I have often asked myself the question why people engage (with brands) on social media. I have a controversy view on social media: I have a Facebook and Instagram account (which I actually only use to see other people’s posts but I barely upload myself) but do not engage on Pinterest, Tumblr, or Twitter. Therefore, when I talk about social media Facebook will be the most common example, even though I am well aware that there are many other options and that there are new social networks that become rising stars. 

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Marketing trends: How can marketers adapt to the rise of digital technology?

Certainly, the rise of digital media changes the role of how consumers and marketers interact in the market nowadays. With social media platforms, consumers enable to associate and share information with their family, friends and interesting communities. They have transformed into active participations which engage in the creation of brand equity from product design to promotional messages (Berthon, Pitt, McCarthy, & Kates, 2007). On the other side, the marketer’s role is also influenced by the change of these consumer behaviours (singh,2005; Walmsley, 2010).

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