New Business Set Up for Branding Strategies on Social Media – Instagram

Latiff, Zulkifli Abd.; Safiee, Nur Ayuni Safira

doi:10.1016/j.procs.2015.12.100

Cited by 56 publications

(41 citation statements)

References 5 publications

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“…Twitter and Foursquare reached the same number of users in a year. This also shows that Instagram had a successful growth rate (Latiff and Safiee 2015). Instagram is called as the "World's Most Powerful Selling Tool" by some people, which indicates the levels of passion and loyalty shown by Instagram users (Macarthy 2014).…”

Section: Instagrammentioning

confidence: 84%

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Ceyhan

2019

emaj

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Social media offers a social interaction environment where consumers have the opportunity to communicate with brands, exchange ideas with other users, produce content and influence the masses. Brands also create various social media marketing applications by turning these opportunities in their favor. In this study, it was aimed to measure the effect of consumer perception on marketing applications of brands on Instagram pages and their impact on brand loyalty as well as purchase intention. In this context, the research model developed was tested on Beykent University students. Data obtained by the survey method were analyzed using SPSS and Amos package programs. According to research findings, the functional value, hedonic value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected the purchase intention, whereas the social value and co-creation perceptions did not have a significant effect on purchase intention. The functional value, social value and self-brand image congruency perceptions towards the Instagram page of the brand in question positively affected brand loyalty, whereas the hedonic value and cocreation value perceptions were found to be unrelated to brand loyalty. Furthermore, it was observed that brand loyalty mediates the whole effect of the functional value and co-creation perceptions towards the Instagram page of the brand in question on purchase intention.

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Section: Instagrammentioning

confidence: 84%

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Ceyhan

2019

emaj

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“…This means, the quest for building an entrepreneurial identity becomes the task of managing all strategic and brandrelated activities in ongoing manner. This is shown in the way the entrepreneur and the startup strategically use social media (Hassan, Nadzim, & Shiratuddin, 2015), including its followers to improve their product (Hidayanti et al, 2018) and building their brand identity (Latiff & Safiee, 2015). On this basis, "the self is constructed through new figurations that are highly mediated" (Couldry & Hepp, 2017, p. 147).…”

Section: Entrepreneurial Identity Work In a Mediatised Environmentmentioning

confidence: 99%

Entrepreneurial identity development through digital media

Horst

Järventie-Thesleff

Pérez-Latre

2019

Journal of Media Business Studies

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The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close observations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strategic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are "solution-driven", "purpose-driven" and "lifestyle-driven" identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.

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“…Extended brand identity, understood to be the link between the identity of an image or identity with the essence of the brand, must be defined clearly within a communication programme (Latiff & Safiee, 2015). With respect to this, the brand name is the aspect that has the highest visibility and element of connection with the customer because it allows the product to be identified as something unique to customers and describes the product's core emotional brand benefits (Swani & Milne, 2017).…”

Section: Instagram and Brandingmentioning

confidence: 99%

“…With respect to this, the brand name is the aspect that has the highest visibility and element of connection with the customer because it allows the product to be identified as something unique to customers and describes the product's core emotional brand benefits (Swani & Milne, 2017). It should be easy to pronounce and spell, should be usable around the world, should avoid cultural mismatches, and must ultimately feel good in a subjective sense (Latiff & Safiee, 2015).…”

Section: Instagram and Brandingmentioning

confidence: 99%

“…To be effective, it is necessary to generate brand fans in order that they 'like' daily content as this engenders a significant increase in the interactions with the brand (Dholakia & Uusitalo, 2002). Brands have an interest in publishing content on their social networks that shows positive feedback from their followers; several studies have analysed content type and the impact this has on the followers of fan pages (Ashley & Tuten, 2015;Kim, Seely, & Jung, 2017;Latiff & Safiee, 2015;Lee, Lee, Moon, & Sung, 2015;Phua, Jin, & Kim, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Behind the likes, content and brand on Instagram

Restrepo

Montoya

Potes-Arce

2018

SUMNEG

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El objetivo de este artículo fue identificar las características de las publicaciones fotográficas en Instagram mediante el análisis a cuatro marcas de deporte reconocidas, a fin de determinar, cuáles características presentan más "likes", relacionándose con el compromiso y la admiración a la marca. La recolección y el análisis de los datos se realizaron a través de un proceso netnográfico realizado por los propios investigadores. En total se analizaron aleatoriamente 100 publicaciones de cada una de las cuentas oficiales de cada marca deportiva. Seguidamente, se realizó un análisis para determinar la relación entre el número de "likes" y las variables propuestas como generadores de compromiso de la marca por parte de los seguidores. Los resultados muestran que las publicaciones con mayor número de "likes" presentan contenido relacionado con la identidad de marca y el producto, al igual que las marcas generan contenido específico para los segmentos de mercado donde compiten.

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New Business Set Up for Branding Strategies on Social Media – Instagram

Cited by 56 publications

References 5 publications

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention

Entrepreneurial identity development through digital media

Behind the likes, content and brand on Instagram

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