The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework

The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow—on other users. This distinction can help marketers and social media experts di...

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Autores principales:	Narges Delafrooz, Yalda Rahmati, Mehrzad Abdi
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	consumer socialization electronic word of mouth brand instagram social network logistic regression analysis Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/36d064f6e0884b7183a01475eab61f1e
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id	oai:doaj.org-article:36d064f6e0884b7183a01475eab61f1e
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spelling	oai:doaj.org-article:36d064f6e0884b7183a01475eab61f1e2021-12-02T16:09:30ZThe influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework2331-197510.1080/23311975.2019.1606973https://doaj.org/article/36d064f6e0884b7183a01475eab61f1e2019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1606973https://doaj.org/toc/2331-1975The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow—on other users. This distinction can help marketers and social media experts discover the most likely perspectives of brand management. The statistical population was composed of the users of the Instagram social network, out of which 384 individuals were sampled by convenience non-probable technique. The hypotheses were tested by the logistic regression analysis. The results show that peer communications, brand attitude, brand relationship quality, and Instagram usage influence the manifestation of eWOM in the Instagram social network. The paper is concluded with some recommendations to marketers in the context of the Instagram social network.Narges DelafroozYalda RahmatiMehrzad AbdiTaylor & Francis Grouparticleconsumer socializationelectronic word of mouthbrandinstagramsocial networklogistic regression analysisBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	consumer socialization electronic word of mouth brand instagram social network logistic regression analysis Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	consumer socialization electronic word of mouth brand instagram social network logistic regression analysis Business HF5001-6182 Management. Industrial management HD28-70 Narges Delafrooz Yalda Rahmati Mehrzad Abdi The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
description	The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes, their perception of relationship quality, their use of Instagram, and the number of brands they follow—on other users. This distinction can help marketers and social media experts discover the most likely perspectives of brand management. The statistical population was composed of the users of the Instagram social network, out of which 384 individuals were sampled by convenience non-probable technique. The hypotheses were tested by the logistic regression analysis. The results show that peer communications, brand attitude, brand relationship quality, and Instagram usage influence the manifestation of eWOM in the Instagram social network. The paper is concluded with some recommendations to marketers in the context of the Instagram social network.
format	article
author	Narges Delafrooz Yalda Rahmati Mehrzad Abdi
author_facet	Narges Delafrooz Yalda Rahmati Mehrzad Abdi
author_sort	Narges Delafrooz
title	The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
title_short	The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
title_full	The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
title_fullStr	The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
title_full_unstemmed	The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
title_sort	influence of electronic word of mouth on instagram users: an emphasis on consumer socialization framework
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/36d064f6e0884b7183a01475eab61f1e
work_keys_str_mv	AT nargesdelafrooz theinfluenceofelectronicwordofmouthoninstagramusersanemphasisonconsumersocializationframework AT yaldarahmati theinfluenceofelectronicwordofmouthoninstagramusersanemphasisonconsumersocializationframework AT mehrzadabdi theinfluenceofelectronicwordofmouthoninstagramusersanemphasisonconsumersocializationframework AT nargesdelafrooz influenceofelectronicwordofmouthoninstagramusersanemphasisonconsumersocializationframework AT yaldarahmati influenceofelectronicwordofmouthoninstagramusersanemphasisonconsumersocializationframework AT mehrzadabdi influenceofelectronicwordofmouthoninstagramusersanemphasisonconsumersocializationframework
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The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework

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