National Academy of Agricultural Sciences (NAAS)
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PRINT ISSN : 2319-7692
Online ISSN : 2319-7706 Issues : 12 per year Publisher : Excellent Publishers Email : editorijcmas@gmail.com / submit@ijcmas.com Editor-in-chief: Dr.M.Prakash Index Copernicus ICV 2018: 95.39 NAAS RATING 2020: 5.38 |
Retailers are constantly finding novel ways to attract customers and encourage brand loyalty. Social media is the newest channel of communication that most international, local, and e-tailers are relying on to promote their business. Amongst them, Instagram rich visual appeal places it at the forefront of e-tailing. Also, the features of business accounts namely the analytics, sponsored advertisements, contacts in bio make them more attractive to online retailers. Brand communication, using celebgrams, allowing loyal account followers to co-create value for their brands, establishing strong customer relationships, and opportunities for s-commerce seems to be the latest techniques in use on social media. The paper attempts to provide detailed insights into the research carried so far in the area of Instagram and its influence on global consumers. User and marketer generated content and its influence on the psyche of the consumers is touched upon. The impact of influencers on the buying behaviour of Instagram users is discussed. The concept of establishing brand communities and co-creating value on social media is presented.
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