Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.

A detailed understanding of the catalytic upgrading of light cycle oil (LCO) is important to achieve effective deep hydrodesulfurization (HDS) when LCO is mixed with straight run gas oil in the diesel pool. Herein, HDS of polyaromatic-rich LCO was studied at the molecular level over three NiMo catalysts on silica–alumina supports, which were synthesized on the pilot scale using different silica/alumina mixing procedures. Gas chromatography with atomic emission detection and two-dimensional gas chromatography with time-of-flight mass spectrometry were used to evaluate the HDS performance through determining the feed and product compositions, respectively, at the molecular level. Furthermore, the textural properties of the catalysts were evaluated using Raman spectroscopy, transmission electron microscopy, and the temperature-programmed desorption of NH3. The performance of the best catalyst was attributed to its higher content of octahedrally coordinated Mo oxide species, a lower number of layered stacks, and the more acidic sites on the surface. In addition, the hydrotreating reactivity of various family groups in LCO over the catalyst was investigated.

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