Exploring consumer motives for engagement with branded content on Instagram: A focus group study in Turkey.
Social media branded content has become essential in digital marketing strategies, serving as a key component for consumer engagement through the consumption, contribution, and creation of brand-related content activities. The purpose of this study is to explore content-driven motives that lead to e...
| Publicado en: | Atlantic Journal of Communication Vol. 34; no. 1; pp. 56 - 79 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Taylor & Francis Ltd
Jan-Mar2026
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=190649009&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 190649009 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 15456870 U8J jtl: Atlantic Journal of Communication issn: 15456870 maglogo: Y pubinfo: dt: Jan-Mar2026 vid: 34 iid: 1 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 190649009 10.1080/15456870.2025.2491553 ppf: 56 ppct: 23 formats: fmt: – @attributes: type: T – @attributes: type: P size: 5MB tig: atl: Exploring consumer motives for engagement with branded content on Instagram: A focus group study in Turkey. aug: au: Kocak, Esra Nasir, V. Aslihan Turker, Hande B. affil: Department of Management Information Systems, Bogazici University, Istanbul, Turkey su: Instagram (Web resource) Internet marketing Customer relations Focus groups Smartphone industry Brand name products Türkiye sug: subj: Türkiye Instagram (Web resource) Internet marketing Customer relations Focus groups Smartphone industry Brand name products ab: Social media branded content has become essential in digital marketing strategies, serving as a key component for consumer engagement through the consumption, contribution, and creation of brand-related content activities. The purpose of this study is to explore content-driven motives that lead to engagement behavior on Instagram. Using a qualitative approach, focus group interviews were conducted to capture consumers' perceptions of branded content that convey cues about brands, products, and the message being communicated. Twenty Turkish customers were recruited to uncover how they derive meaning from their interactions with content posted on the Instagram profiles of the four leading smartphone brands: Apple, Huawei, Samsung, and Xiaomi. A refined set of eight content-induced motives – visual appeal, prosocial signaling, authenticity, localization, customer-centricity, storytelling, trendiness, and retro-vibe – has been identified regarding how consumers recognize and interpret their experiences engaging with branded content on Instagram. The findings of this study provide a comprehensive understanding of the consumer engagement phenomenon by unveiling an Instagram-specific vision of branded content from the consumer's perspective, offering valuable insights for both academicians and practitioners. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Atlantic Journal of Communication is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Atlantic Journal of Communication holder: Taylor & Francis Ltd dt: @attributes: year: 2026 holdings: @attributes: islocal: N |
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