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The purpose of this paper is to analyse whether publicly shared images on Instagram are representative of tourist behaviour in a destination. This aspect is crucial for destination image management, as it can influence the way tourists perceive the destination.

The research compares three different factors: the route followed by a group of tourists, the whole set of photographs taken by them and the images that they made publicly available on Instagram. It relies on a field work done by a group of 122 tourists in Turin (Italy). At a qualitative level, the answers given by tourists to the motivations that led them to share some of the image are analysed.

The results showed how the spatial distribution of the images shared publicly on Instagram only partially coincides with the whole set of images taken by tourists.

It is important to avoid basing marketing and management policies on just the places featured in publicly shared images. If not, there is a risk of taking decisions based on the behaviour of some, rather than all, tourists.

Many papers claim to be based on the Instagram image as elements to study tourism. However, most of these papers only analyse public images. This fact can affect the results as there may be, for example, areas visited by tourists where photos are not taken. This paper therefore contributes to a better understanding of Instagram as a tool for the study of urban tourism.

In today’s global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage and the credibility of SMIs shape the dynamics of consumer purchase behavior (PB).

Information was gathered from 498 users in Ghana through judgmental sampling using SmartPLS 4.

The findings revealed that influencers’ credibility has a substantial impact on their followers’ parasocial interactions. As a promotional tool, Instagram plays a significant role in how followers perceive the credibility of influencers by modifying the associations between parasocial connections, e-WOM and consumer PB.

The findings offer valuable information for marketing professionals looking to improve their advertising efforts by collaborating with influencers, along with unique perspectives on influencer dynamics in a diverse socioeconomic context, extending beyond conventional boundaries.

Through an examination of the complex mechanisms underlying social media influencer advertisements on an e-commerce platform, namely, Instagram, this research uncovered the essence of customer behavior in the digital era, including the human need for connection, authenticity and trust, thus contributing to the literature empirical data from Africa, a region often overlooked in academic studies.

在当今全球化且竞争激烈的电子商务市场中, 社交媒体影响者对消费者行为有着重要的影响。本研究旨在探讨网络口碑、Instagram使用以及社交媒体影响者的可信度如何塑造消费者购买行为的动态变化。

使用SmartPLS 4, 通过判断抽样收集了来自加纳的 498 位用户信息。

研究表明, 影响者的可信度对其粉丝的准社会互动有着显著影响。作为一种推广工具, Instagram通过影响准社会联系、网络口碑和消费者购买行为之间的关系, 在粉丝感知影响者可信度方面发挥着重要作用。

本研究通过深入剖析社交媒体影响者在Instagram等电子商务平台上进行广告活动的复杂机制, 揭示了数字时代消费者行为的本质, 其中包括人们对联系、真实性和信任的需求。此外, 研究还提供了经常被学术界忽视的非洲地区的实证数据。

研究结果为希望通过与影响者合作来提升广告效果的营销专业人士提供了宝贵的信息。本文超越传统界限, 从不同的社会经济背景下提供了影响者动态的独特视角。

En un mercado tan global y competitivo como el del comercio electrónico actual, los influencers en redes sociales ejercen una influencia sustancial en el comportamiento del consumidor. Este estudio examina cómo el boca a boca electrónico, el uso de Instagram y la credibilidad de los influencers en redes sociales dan forma a la dinámica del comportamiento de compra del consumidor.

Se recogió información de 498 usuarios en Ghana mediante muestreo de conveniencia y se testó el modelo utilizando SmartPLS 4.

Los resultados revelaron que la credibilidad de los influencers tiene un impacto sustancial en las interacciones parasociales con sus seguidores. Como herramienta promocional, Instagram juega un papel significativo en la percepción de los seguidores sobre la credibilidad de los influencers, modificando las asociaciones entre las conexiones parasociales, el boca a boca electrónico y, finalmente, el comportamiento de compra del consumidor.

A través del estudio de los complejos mecanismos que subjacen en los anuncios y publicaciones de los influencers en Instagram, esta investigación desveló la esencia del comportamiento del cliente en la era digital, incluyendo la necesidad de conexión humana la conexión, la autenticidad y la confianza, contribuyendo así a la literatura con datos empíricos de África, una región a menudo pasada por alto en estudios académicos.

Los resultados ofrecen información valiosa para los profesionales del marketing que buscan mejorar sus esfuerzos publicitarios colaborando con influencers, junto con perspectivas únicas sobre la dinámica de éstos en un contexto socioeconómico diverso, más allá de los límites convencionales.

This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.

Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.

The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.

To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.

Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.

The purpose of this paper is twofold: first, to propose a methodology to empirically investigate the longitudinal development of social media content concerning buildings characterized by iconic architecture and second, to report on the application of this methodology.

We collected and analyzed empirical data of social media content shared via Instagram between 2011 and 2019 on 16 buildings that can be considered iconic architecture projects. Using an automated pipeline, we collected and processed 264,000 posts and 140,000 images from Instagram for the selected case studies. By studying the posting activity of Instagram users through time series analysis and conducting content analysis of the social media posts by means of both image classification and topic modeling, we report on the development of users’ capturing and reception of the selected case studies on Instagram over time.

First, we identify two distinct time patterns of social media content: instantly popular buildings whose popularity fades over time and buildings that gradually gain popularity over time. Second, we distinguish differences in the content of social media posts: some buildings are primarily covered for their architectural features and others for their cultural function and facilities.

Using empirical investigation of Instagram data on iconic architectural projects, we have identified a correlation: buildings primarily posted for their architecture are generally also the ones to gain instant online popularity that subsequently faded over time. In contrast, buildings primarily posted for their function and facilities slowly gained popularity on the social media platform over time.

This study aims to examine the role of various Instagram contents on customer behavior. The studied case is associated with herbal teas sold on active Instagram pages.

A structured questionnaire is exploited to collect data from customers. The integration of two entropy weight methods and weighted sum method are used to evaluate the priority of contents. In addition, model development is illustrated through which Instagram broadcasting tools are prioritized benefiting from fuzzy cognitive map method.

The results illustrate that customer behavior is moderated by content types, which empirically enhances the profitability of the business. The results of this study reveal that educational live, show other ones experience at live as well as motivational lives are the most effective contents. This study is a pioneering one to practically assess the construct of social media engagement through the effects of content types on the Instagram platform.

The effects of various contents, including motivational content, other customers’ experiences, products, educational content and purchase bill, on customer behavior are studied.

The research aim of this article is to generate novel insights into how public sector organizations (PSOs) strategically communicate with the public about critical issues on social media. To this end, the study explores the public's experiences of the Swedish Police's sense of safety communication on Instagram in the third largest city in Sweden, where the lack of a sense of public safety is a main societal challenge.

The research was designed as a case study employing photo-elicitation interviews as a method to collect the empirical material. A phenomenography approach was used to analyze public experiences of the Swedish Police's Instagram communication in Malmö, Sweden.

Findings show that the police's strategic communication of safety on Instagram is experienced along the dimensions of a sense of protection, a sense of proximity and a sense of ambiguity. Taken together, these dimensions broaden and develop the knowledge of what communicating a sense of safety in the public sphere entails.

This study adds to previous research on strategic communication in public sector organizations by demonstrating what strategic communication accomplishes at the receiving end outside of the organization.

This paper aims to consider the role of social media platforms as educational technologies given growing evidence of harms to democracy, society and individuals, particularly through logics of efficiency, racism, misogyny and surveillance inextricably designed into the architectural and algorithmic bones of social media. The paper aims to uncover downsides and drawbacks of for-profit social media, as well as consider the discriminatory design embedded within its blueprints.

The authors used a method of a technological audit, framed through the lenses of technoskepticism and discriminatory design, to consider the unintended downsides and consequences of Twitter and Instagram.

The authors provide evidence from a variety of sources to demonstrate that Instagram and Twitter’s intersection of technological design, systemic oppression, platform capitalism and algorithmic manipulation cause material harm to marginalized people and youth.

The authors contend that it is a conflict of professional ethics to treat social media as an educational technology that should be used by youth in educational settings. Thus, they suggest that future scholarship focus more on addressing methods of teaching about social media rather than teaching with social media.

The paper concludes with recommendations for educators who might work alongside young people to learn about social media while taking informed social actions for more just technological futures.

This paper fulfills an identified need to challenge the direction of the field of social media and education research. It is of use to education scholars, practitioners and policy makers.

The 21st century is marked by significant transformative shifts and pivotal global events that have exerted a profound impact on the global economy. These changes in market perceptions have served as the bedrock for shaping marketing actions and formulating strategic processes. Since the onset of this century, the landscape of marketing has experienced an unceasing evolution, compelling enterprises to engage in competitive endeavours, vying to introduce cutting-edge strategies and customer acquisition methodologies.

The fundamental objective of the conducted research was to unearth pioneering solutions within the domain of online marketing and discern the opportunities that these innovations confer within the framework of attaining organizational objectives. In pursuit of this objective, an exhaustive inquiry was undertaken through in-depth interviews conducted with three small-size enterprises. The findings underscored the critical role that innovations on the Instagram platform play in charting a course towards the accomplishment of business objectives for these companies.

Given the dynamic alterations brought about by the COVID-19 pandemic, which include heightened consumer consciousness and the expeditious advancement of digitalisation, this subject assumes paramount importance. Empirical findings derived from the research unequivocally substantiate that the incorporation of marketing innovations on the Instagram platform stands as a pivotal facet of companies' overarching marketing strategies. This integrative approach translates to augmented sales outcomes, heightened viewership, cultivation of brand image and an enhanced competitive stance.

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.