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

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  • Narges Delafrooz
  • Yalda Rahmati
  • Mehrzad Abdi

Abstract

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.

Suggested Citation

  • Narges Delafrooz & Yalda Rahmati & Mehrzad Abdi, 2019. "The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1606973-160, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1606973
    DOI: 10.1080/23311975.2019.1606973
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    Cited by:

    1. Monika Monika & Ferdi Antonio, 2022. "How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia," Businesses, MDPI, vol. 2(1), pages 1-21, February.
    2. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.

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