Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram

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Arablooye Moghaddam Saeed; ESFIDANI MOHAMMAD RAHIM; AGHAZADEH HASHEM; ZANDIPOUR TAYEBEH

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:10 | Issue:3 Page(s): 529-546

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Information Journal Paper

Title

Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram

Author(s)

Arablooye Moghaddam Saeed | ESFIDANI MOHAMMAD RAHIM | AGHAZADEH HASHEM | ZANDIPOUR TAYEBEH | Issue Writer Certificate

Keywords

Brand communityQ1

Case studyQ1

Consumer-brand relationshipQ1

InstagramQ1

Social networking sitesQ2

Abstract

Objective: The present study aimed to identify and to investigate different types of favorable and unfavorable relationships between consumers and brand communities on Instagram. Methods: In this research a multi-Case study approach has been adopted in which the cases were 8 participants who followed some brands from restaurant and clothing industries on Instagram. Results: The findings revealed 15 different types of relationships between consumers and brand communities on Instagram, among which, 9 items including self, love, best friend, casual friend, fling, colleague, emergent, acquaintance, and animosity, were previously introduced in the extant literature. 6 of which (including two-tier, fan, respectable acquaintance, stranger, potential and declining) were the contributions of this research. These 15 types of relationships were ranked and classified based on their favorability for brands. Conclusion: This research showed that consumers build a variety of relationships with brand communities on Instagram some of which are very positive and some are negative.

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APA: Copy

Arablooye Moghaddam, Saeed, ESFIDANI, MOHAMMAD RAHIM, AGHAZADEH, HASHEM, & ZANDIPOUR, TAYEBEH. (2018). Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram. JOURNAL OF BUSINESS MANAGEMENT, 10(3 ), 529-546. SID. https://sid.ir/paper/140235/en

Vancouver: Copy

Arablooye Moghaddam Saeed, ESFIDANI MOHAMMAD RAHIM, AGHAZADEH HASHEM, ZANDIPOUR TAYEBEH. Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;10(3 ):529-546. Available from: https://sid.ir/paper/140235/en

IEEE: Copy

Saeed Arablooye Moghaddam, MOHAMMAD RAHIM ESFIDANI, HASHEM AGHAZADEH, and TAYEBEH ZANDIPOUR, “Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram,” JOURNAL OF BUSINESS MANAGEMENT, vol. 10, no. 3 , pp. 529–546, 2018, [Online]. Available: https://sid.ir/paper/140235/en

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