AGE-RELATED DIFFERENCES IN INSTAGRAM USAGE AND LUXURY BRAND PERCEPTION: A STUDY IN CROATIA

Abstract

The study investigates Instagram usage frequency, reasons among various age groups, and potential age-related differences in customers’ perceptions of luxury brands and purchase intentions. Additionally, literature on Instagram’s influence on customer perception, brand image, luxury brand perception, and generational trends in digital consumer behavior was analyzed. Conducted in Croatia, the study utilized a non-random convenience sample of 192 respondents. The questionnaire comprised 32 questions split into two sections: the first gathered demographic data to profile the sample, while the second assessed social media use and participants’ perceptions of the influence of Instagram marketing activities on brand image and buying intentions. Descriptive and multivariate analyses were conducted using IBM SPSS software version 22 to evaluate the hypotheses. The study found a higher participation of women than men, with an average age of 28, which aligns with previous research in the field. Significant disparities in media utilization were observed between younger (average age 22.34) and older (average age 34.75) participants. Instagram is primarily used by women and younger age groups, with 95% of younger participants accessing it daily. The study confirmed that younger users are more interested in friends’ activities, sharing their own activities, and viewing appealing images, while older users follow brands/celebrities and seek personal content, which supports the hypothesis that reasons for using Instagram vary by age. Younger participants believe Instagram significantly influences luxury brand image and their buying intentions. Both age groups reported that a positive brand image influences purchase intent similarly, partially supporting the hypothesis that age affects luxury brand perception and buying intention on Instagram. The study highlights the importance of age diversity in creating effective marketing strategies on Instagram, influencing consumer behavior and purchase decisions, and enhancing understanding of Instagram’s influence on luxury brand perceptions and purchasing behavior across various generations in Croatia.