TY - JOUR
T1 - Brand Communities on Instagram
T2 - Exploring Fortune 500 Companies’ Instagram Communication Practices
AU - Kim, Bokyung
AU - Hong, Seoyeon
AU - Lee, Hyunmin
N1 - Publisher Copyright:
© 2020 Taylor & Francis Group, LLC.
PY - 2021
Y1 - 2021
N2 - To examine a more holistic communication landscape for companies on Instagram, this study conducted a content analysis of Fortune 500 companies’ official Instagram posts (N = 7,540) using the original three brand community dimensions (i.e., shared consciousness, rituals and traditions, obligations to followers). We also propose and explore a fourth marker, social networking, as an important Instagram communication characteristic for companies and marketers. Findings revealed that while all four brand community practices are observed across eleven industries and 165 companies in our sample, companies did not fully utilize their Instagram accounts to establish strong brand communities. More importantly, there were significant effects of the brand community practices on fans’ behavioral engagement through a number of “likes,” and a number of “views” for video posts. Theoretical and practical implications are addressed.
AB - To examine a more holistic communication landscape for companies on Instagram, this study conducted a content analysis of Fortune 500 companies’ official Instagram posts (N = 7,540) using the original three brand community dimensions (i.e., shared consciousness, rituals and traditions, obligations to followers). We also propose and explore a fourth marker, social networking, as an important Instagram communication characteristic for companies and marketers. Findings revealed that while all four brand community practices are observed across eleven industries and 165 companies in our sample, companies did not fully utilize their Instagram accounts to establish strong brand communities. More importantly, there were significant effects of the brand community practices on fans’ behavioral engagement through a number of “likes,” and a number of “views” for video posts. Theoretical and practical implications are addressed.
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U2 - 10.1080/1553118X.2020.1867556
DO - 10.1080/1553118X.2020.1867556
M3 - Article
AN - SCOPUS:85109645251
SN - 1553-118X
VL - 15
SP - 177
EP - 192
JO - International Journal of Strategic Communication
JF - International Journal of Strategic Communication
IS - 3
ER -