The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry

Abstract

Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram re-usage intention) formation through Instagram marketing activities. To this end, data were collected from 358 coffee consumers who had visited any of the five coffee brand Instagram accounts used in this study and analyzed using SPSS and AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, and trendiness) of Instagram marketing activities affect brand equity (brand awareness, brand image, and perceived quality), which in turn led to attitudinal loyalty (brand love) and behavioral loyalty (Instagram re-usage intention) towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer-based brand equity. The findings of this study will enable coffee brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide to managing brand equity as well.