Resource type

Investigating the influence of Instagram on the local foodservice sector in Macau: A Consumers' Perspective

Resource type
Authors/contributors
Title
Investigating the influence of Instagram on the local foodservice sector in Macau: A Consumers' Perspective
Abstract
Nowadays marketers and practitioners recognize the importance of social marketing as a strategy to acquire customers. Accordingly, the enterprises and brands are embracing the use of social network in communicating with potential consumers ad actual consumers, in order its performance so as to increase its sales. Among all those social media platforms, Instagram is one of the platforms which is image orientated and can easily connect with users and provide information with photos and images. As Macau is small‐sized city where there are abundant small to medium‐sized enterprises, the local small firms are switching their marketing strategies by utilizing the Instagram to promote their product online. In order to get a better grasp of how Instagram affects the promotion of the food and beverage product in Macau, the research question has been formulated: “To what extend can the local food sectors in Macau use Instagram as a marketing tool to engage purchasing intention and strengthen their brand equity? From the perspective of customers.” Semi‐structured interviews were conducted with 13 participants who are the Instagram users, with diverse situations of engagement on Instagram. According to the interviews, participants expressed that how Instagram can associate effects with arousal and brand equity (brand awareness, brand image, perceived quality and brand loyalty) and formation of purchase intention eventually through the Instagram marketing activities. The results showed that Instagram marketing activities strongly correlated the brand equity (brand awareness, brand image, and perceived quality while which in turn led to purchasing 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 local food brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide in managing brand equity as well
University
University of Saint Joseph
Place
Macau
Date
2023
# of Pages
118
Language
eng
Short Title
Investigating the influence of Instagram on the local foodservice sector in Macau
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2023 MAC,HIO
Notes
In Partial Fulfillment of the Requirements for the Degree of Master in Business Administration in the School of Business & Law, University of Saint Joseph, August 2023Supervisor : Alessandro Lampo
Citation
Mac, H. K. (2023). Investigating the influence of Instagram on the local foodservice sector in Macau: A Consumers’ Perspective [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=216027