Effects of Product Design, Instagram Post Visual Aesthethics and Brand Equity to Consumers Propensity to Engage with Brand Related Content on Social Media (COBRA)

Shan, Sheila Jesica and Simorangkir, Deborah Nauli (2021) Effects of Product Design, Instagram Post Visual Aesthethics and Brand Equity to Consumers Propensity to Engage with Brand Related Content on Social Media (COBRA). Masters thesis, Swiss German University.

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Abstract

With increasing internet penetration and social media use in Indonesia, especially Instagram, and the ever increasing competition for consumer ́s engagement in the platform, this study aims to find out whether the product design, instagram post visual aesthethics and brand equity of the products featured in the Instagram account has effects on the consumer ́s propensity to engage with brand related content on social media. In this study, the Instagram account @asianbearindo, belonging to Asian Bearindo Group, a significant player in the bearing and spareparts industry in Indonesia is studied. After examining 141 valid responses of the followers of @asianbearindo using SEM, it has been found that for this account, the instagram post visual aesthethics and brand equity of the products correlates to COBRAs, however this is not the case with product design.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Product Design, Instagram, Visual Aesthethics, Brand Equity, COBRA
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media
T Technology > TS Manufactures > TS171 Product design
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 12 Jan 2022 14:17
Last Modified: 12 Jan 2022 14:17
URI: http://repository.sgu.ac.id/id/eprint/2314

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