Posting to Belong: Instagram Features Enhance Marketed Goods Used as Conduits to Leverage Group Affiliation

Resultado de la investigación: Capítulo del libro/informe/acta de congresoArticulo (Contribución a conferencia)revisión exhaustiva

Resumen

Belonging Conduits are resources available in the market (such as products, services, or brands) that people use as a means to favor their affiliation to a group. The conduits are a construct of the belongingness-oriented consumption model, which explains the process that subjects follow when their consumption patterns favor their affiliation to a group. This study aims to examine how young consumers are using the social media platform Instagram to produce content using Belonging Conduits to promote their group affiliation. A qualitative research with a deductive approach was conducted among young Instagram users. Data were collected through interviews, using the mobile instant messaging interview (MIMI) technique. The information was analyzed using structural coding and thematic analysis. The findings confirm that young people use consumer goods as vehicles to favor their belonging. In addition, it becomes clear that participants recognize Instagram as an functional outlet for exhibiting Belonging Conduits. Furthermore, Instagram’s features allow to add additional layers of information to these conduits, particularly music, and to increase the reach of content oriented to favor group affiliation.

Idioma originalInglés
Título de la publicación alojadaCommunication and Smart Technologies - Proceedings of ICOMTA 2021
EditoresÁlvaro Rocha, Daniel Barredo, Paulo Carlos López-López, Iván Puentes-Rivera
EditorialSpringer Science and Business Media Deutschland GmbH
Páginas153-163
Número de páginas11
ISBN (versión impresa)9789811657917
DOI
EstadoPublicada - 1 oct 2021
EventoInternational Conference on Communication and Applied Technologies, ICOMTA 2021 - Bogotá, Colombia
Duración: 1 sep 20213 sep 2021

Serie de la publicación

NombreSmart Innovation, Systems and Technologies
Volumen259 SIST
ISSN (versión impresa)2190-3018
ISSN (versión digital)2190-3026

Conferencia

ConferenciaInternational Conference on Communication and Applied Technologies, ICOMTA 2021
País/TerritorioColombia
CiudadBogotá
Período1/09/213/09/21

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