Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry

Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this paper is to examine whether “following” brands on Ins...

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Autores principales:	Hazem Rasheed Gaber, Ahmed Elsamadicy, Len Tiu Wright
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	instagram brand community telecommunications fan pages brand love social media marketing Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/75b6dda2a482451087e5e9e4873f40bc
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spelling	oai:doaj.org-article:75b6dda2a482451087e5e9e4873f40bc2021-12-02T14:10:07ZDo instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry2331-197510.1080/23311975.2021.1884344https://doaj.org/article/75b6dda2a482451087e5e9e4873f40bc2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1884344https://doaj.org/toc/2331-1975Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this paper is to examine whether “following” brands on Instagram fan pages enhances consumer–brand relationship from the consumer perspective. The data were collected from consumers who follow Instagram fan pages of the four telecommunication companies that are operating in Egypt using an online questionnaire. The telecommunication industry is one of the major industries that rely heavily on Instagram marketing in Egypt. The results indicated that fan page following positively and significantly influences the consumers’ brand love and sense of brand community. Also, the findings indicated the consumers’ brand love positively impacts consumers’ purchase intention and word of mouth. Finally, it showed that consumers’ sense of brand community impacts their purchase intention and word of mouth positively. This article contributes theoretically by expanding the focus of brand community literature to fan pages as an innovative form of social media brand communities. Furthermore, it provides recommendations to practitioners to follow when managing Instagram fan pages.Hazem Rasheed GaberAhmed ElsamadicyLen Tiu WrightTaylor & Francis Grouparticleinstagrambrand communitytelecommunicationsfan pagesbrand lovesocial media marketingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	instagram brand community telecommunications fan pages brand love social media marketing Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	instagram brand community telecommunications fan pages brand love social media marketing Business HF5001-6182 Management. Industrial management HD28-70 Hazem Rasheed Gaber Ahmed Elsamadicy Len Tiu Wright Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry
description	Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this paper is to examine whether “following” brands on Instagram fan pages enhances consumer–brand relationship from the consumer perspective. The data were collected from consumers who follow Instagram fan pages of the four telecommunication companies that are operating in Egypt using an online questionnaire. The telecommunication industry is one of the major industries that rely heavily on Instagram marketing in Egypt. The results indicated that fan page following positively and significantly influences the consumers’ brand love and sense of brand community. Also, the findings indicated the consumers’ brand love positively impacts consumers’ purchase intention and word of mouth. Finally, it showed that consumers’ sense of brand community impacts their purchase intention and word of mouth positively. This article contributes theoretically by expanding the focus of brand community literature to fan pages as an innovative form of social media brand communities. Furthermore, it provides recommendations to practitioners to follow when managing Instagram fan pages.
format	article
author	Hazem Rasheed Gaber Ahmed Elsamadicy Len Tiu Wright
author_facet	Hazem Rasheed Gaber Ahmed Elsamadicy Len Tiu Wright
author_sort	Hazem Rasheed Gaber
title	Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry
title_short	Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry
title_full	Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry
title_fullStr	Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry
title_full_unstemmed	Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry
title_sort	do instagram fan pages develop consumer–brand relationships? evidence from the telecommunications industry
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/75b6dda2a482451087e5e9e4873f40bc
work_keys_str_mv	AT hazemrasheedgaber doinstagramfanpagesdevelopconsumerbrandrelationshipsevidencefromthetelecommunicationsindustry AT ahmedelsamadicy doinstagramfanpagesdevelopconsumerbrandrelationshipsevidencefromthetelecommunicationsindustry AT lentiuwright doinstagramfanpagesdevelopconsumerbrandrelationshipsevidencefromthetelecommunicationsindustry
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Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry

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