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Journal of Current Issues & Research in Advertising Volume 39, 2018 - Issue 1
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Articles

College-Aged Young Consumers' Perceptions of Social Media Marketing: The Story of Instagram

Huan ChenDepartment of Advertising, University of Florida, Gainesville, Florida, USACorrespondence[email protected]
Pages 22-36 | Published online: 02 Oct 2017
 
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ABSTRACT

A qualitative study was conducted to explore college-aged young consumers' interpretation of Instagram and marketing via Instagram. The themes that emerged regarding those young consumers' understanding of the photo-sharing social medium are picture me, tech-a-break, and mirror of celebrity, and the themes regarding the participants' interpretation of marketing information on Instagram include subtleness, privileged and new information, and social and celebrity endorsement. Theoretical and practical implications are offered.

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