Consumer experience with Instagram for brand activation : an examination of Roadster Diner Lebanon Instagram interaction

Abstract

Brands today have become experience centric where they focus on providing positive memorable journeys with their consumers to allow them to feel anything positive toward the brand, resulting in an emotional engagement. Consumers are also looking for the intangible value they find in brands and not just the tangible product. Their purchasing decision and choice are based on relating to the brand values and personality rather than just needing or wanting the product. With that said, brands need to add value to consumers through perception and brand image. With the focus on Instagram as the visual marketing tool, this study magnifies the human relationship formed via the brand activation with consumers in the virtual world. Moreover the results of this thesis include Instagram being perceived as a prestigious social media tool helping brands understand their consumers’ perception of a tool they are engaging with. This prestige encourages use and thus consumers are not only gratified by Rd Instagram use but are also more likely to feel a sense of belonging to the brand and its online community. This connection and use of the new media technology allows for a positive costumer experiences. Thus, brand activation through Instagram is positively associated with Rd consumer experience. In relation to the two-step-flow theory utilized as the base of this study, being an active leader on its Instagram page allows for significant positive relationships with consumer journeys and belongingness with the consumers.