What makes you double-tap? A qualitative exploration of effective engagement with brands on Instagram

Abstract

The literature suggests consumer engagement positively impacts brands. This study explored consumer preferences and extrapolated consumers’ motivations driving engagement with brand posts on Instagram. Qualitative research in the form of three focus groups was carried out with nineteen IADT students (16 females and 3 males), discussing twenty eight predetermined questions. Thematic and content analysis identified nine a priori themes. Results showed the motivations driving engagement on Instagram are similar to those on other social networking platforms. Major themes included Entertainment, Social Integration and Interaction, Spam, Personal Identity, Information, Trust, Remuneration and Brand Building. Participants stressed that consumers cannot be expected to engage without brand communicators encouragement and acknowledgement. This research provides insightful information on how to facilitate active engagement and develop deeper consumer-brand relationships.