• Corpus ID: 12083136

Instabranding: Shaping the Personalities of the Top Food Brands on Instagram

@article{Ginsberg2015InstabrandingST,
  title={Instabranding: Shaping the Personalities of the Top Food Brands on Instagram},
  author={K. S. Ginsberg},
  journal={The Journal of Undergraduate Research},
  year={2015},
  volume={6}
}
  • K. Ginsberg
  • Published 2015
  • Business
  • The Journal of Undergraduate Research
Instagram is a growing social media platform that provides a means of self-expression and communication through creative visuals. Businesses are responding to this trend by using it as a cost-effective marketing tool. This paper examined the accounts of the leading food brands on Instagram: McDonald’s, Taco Bell, Shredz, Ben & Jerry’s, and Oreo. Photos were classified according to 11 elements: product, person and product, people and product, humor and product, world events, recipes, campaign… 

Figures and Tables from this paper

Digitalize Your Brand: Case Study on How Brands Utilize Social Media Platforms to Achieve Branding and Marketing Goals
Changes brought by social media have impacts on brands and users alike. In today’s digital era, social media is not only a means of communication but also a means of self-expression, used by both
Junk Food Marketing on Instagram: Content Analysis
TLDR
Investigating the frequency of images and videos posted by the most popular, energy-dense, nutrient-poor food and beverage brands on Instagram and the marketing strategies used in these images, including any healthy choice claims found a high level of branding and very few health claims.
Brand communication on Instagram during the COVID-19 pandemic: perceptions of users and brands
Social media, based on user-generated content, connectivity, and participation, have become a new environment for brands to capture attention and build lasting relationships with customers and fans.
Rhetorical Strategies of Forbes’ 2019 Most Valuable Brands
The use of social media has become an integral part of the branding strategies by today’s major brands. By using Aristotle’s theory of rhetoric as a theoretical foundation, this study examined how
The Usage of Instagram as a Marketing Tool
The developments in information and communication technologies everyday and the effects of globalization have led to many changes in most of the fields including marketing communications. Today,
Application of the Theory of Planned Behavior and Uses and Gratifications Theory to Food-Related Photo-Sharing on Social Media
TLDR
Food-photo sharing is a positive, socially normative behavior through which users gather information in an entertaining way, making social media prime tools for communicating healthy eating image-based messages.
The Power of Digital Media: Instagram and the Distribution of Kebaya Designs
TLDR
The finding reveals that Instagram has multiple functions in the field of fashion and it contributes much towards Avantie’s fame and success.
Instamarketing y género: Un estudio aplicado a la mujer universitaria
This article presents a study on the use made by undergraduate females of the social network Instagram, seen as a marketing tool and generator of engagement, and how this bond (analyzed through its
Better targeting of consumers: Modeling multifactorial gender and biological sex from Instagram posts
TLDR
A deep learning-based, classification model merged with three modalities is developed based on 33,752 Instagram posts that achieves a better performance in classifying three gender types in the male, female, and male + female cases than the traditional machine learning models.
Marka İletişiminde Instagram Kullanımı
The developments in the information communication technologies and the effects of globalization both together caused changes in several areas including marketing communications.. Nowadays, the
...
...

References

SHOWING 1-10 OF 24 REFERENCES
Social Media On-A-Stick: A uses and gratification approach toward helping mobile food vendors engage consumers on Instagram
The power of social media is rapidly changing the way brands are communicating with their primary consumer segments. Social media provide channels for brands to connect and engage with consumers like
Why people use social media: a uses and gratifications approach
Purpose – This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and discuss the uses
What We Instagram: A First Analysis of Instagram Photo Content and User Types
TLDR
This first in-depth study of content and users on Instagram reveals several insights about Instagram which were never studied before, that include: 1) Eight popular photos categories, 2) Five distinct types of Instagram users in terms of their posted photos, and 3) A user's audience (number of followers) is independent of his/her shared photos on Instagram.
Visual Methodologies . An Introduction to Researching with Visual Materials by
Gillian Rose’s book is a very important and unique overview of visual methodologies. One of its novelties is the very list of the methods that are introduced. This is because it contains
Using thematic analysis in psychology
Thematic analysis is a poorly demarcated, rarely acknowledged, yet widely used qualitative analytic method within psychology. In this paper, we argue that it offers an accessible and theoretically
Applying the uses and gratifications theory to social networking sites: a review of related literature
  • Academia. Retrieved September 25, 2014, from http://www.academia.edu/1077670/Applying_the_Uses_and_Gratifications_Theory_to_Social_Networking_Sites_A_Review_of_Related_Literature
  • 2014
Instamarketing " : a content analysis into marketing on Instagram
  • Universiteit Van Amesterdam . Retrieved October
  • 2012
Ben & Jerry's
Dimensions of Brand Personality
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,
...
...