CHAPTER 1

INTRODUCTION
1.1 INTRODUCTION
Social media have developed into a vital tool for brands in the modern digital era to interact
with customers, foster relationships, and increase sales. When it comes to social media,
Instagram is different. because of its new features that promote engagement and visually
stimulating interface. Instagram has developed from a photo-sharing software to a potent
marketing instrument that enables businesses to build immersive and interactive experiences,
with over 1 billion monthly active users. This study explores how Instagram's interactive
features affect user behavior and brand loyalty by looking at how tools like polls, quizzes, live
sessions, and purchase options affect user engagement. Through the examination of these
components, this research aims to provide practical advice to companies on how to improve
their social media tactics and increase customer involvement on Instagram

1.2 INDUSTRIAL PROFILE

The social media sector has expanded at a never-before-seen rate, completely altering the
manner in which companies interact with their clients. According to estimates, the worldwide
social media market will be valued over $200 billion by 2024, and platforms like Instagram
will be essential to this ecosystem. Advances in mobile technology, expanding internet
penetration, and rising interest in digital content are driving the industry's growth. These days,
social media networks are essential. for digital marketing because they give companies the
chance to reach large audiences with relevant information.
Instagram is a component of the bigger digital marketing sector, which also encompasses social
media, influencer, and content marketing. Instagram's ability to smoothly include these
components supports its position as a top platform, establishing a unified environment where
brands can interact with customers across a range of touchpoints. The platform is positioned as
a major participant in both the social media and digital marketing arenas thanks to its
concentration on visual content and integration of e-commerce services.

A Brief History on Social Media:

The modern form as a result, social media has expanded over several decades of changes in
society, technical breakthroughs, and increased worldwide population connectivity. Social
media had origins in the early internet forums and bulletin board systems (BBS) of the late
1970s and early 1980s, when users could share files, have discussions on a variety of topics,
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and communicate through message boards. However, the foundation for contemporary social
networking wasn't established until the middle of the 1990s.
Early Platforms (1990s–2000):
Six Degrees, generally acknowledged as the original social media platform, was introduced in
1997. It was called that because it was based on the "six degrees of separation" notion and
allowed users to interact, establish friends, and build profiles. But poor user participation and
restricted internet access resulted in its shutdown in 2001.
A number of specialty communities, such as Friendster (2002) and LiveJournal (1999), arose
after Six Degrees. While Friendster attempted to map users' real-world contacts but encountered
scalability and technical issues, LiveJournal enabled users to build blogs and post long-form
content. Myspace, which allowed users to personalize accounts, add friends, and exchange
music and content, was founded in 2003 around the same time. Myspace peaked in 2005 and
swiftly rose to prominence, especially among musicians and youths.

Facebook and the Rise of Major Platforms (2004–2010):

Mark Zuckerberg launched Facebook in 2004 as a collegiate social networking site students
while attending Harvard University. Its simplicity, exclusivity (at first), and user-friendly
interface were its main draws. When Facebook was made available to the entire public in 2006,
it quickly overtook Myspace as the social networking platform that is most frequently used
network worldwide.

Other significant platforms emerged in the mid-2000s, such as YouTube (2005), which
transformed video sharing, and LinkedIn (2003), which concentrated on professional
networking. Real-time updates became a cultural phenomenon when Twitter (2006) launched
microblogging, allowing users to publish 140-character updates (later expanded to 280). Visual
and Mobile-Focused Platforms (2010s) The decade of the 2010s saw the emergence of visually-
focused, mobile-first platforms. When Instagram was first introduced in 2010, it was geared at
photo sharing and quickly became well-known for its filters and ease of use. For $1 billion,
Facebook purchased it in 2012. Snapchat debuted in the same year, bringing with it the concept
of ephemeral content—users could transmit pictures and videos that vanished once they were
viewed. Snapchat's popularity brought to light the trend toward short-lived, real-time media and
the requirement for more casual, private connections.

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In 2016, TikTok—which debuted as Musical.ly at first—was becoming more and more popular
as a short-form video app, particularly with younger users. Its challenges, soundtracks, and viral
dancing trends have made it one of the fastest-growing platforms in the world. Social Media’s
Evolution (2020s) social media evolved beyond being a tool for establishing personal
connections. social media platforms such as Instagram, Facebook, and Twitter grew into
massive advertising and marketing platforms that let companies interact with customers
directly. A large portion of social media's attractiveness is now driven by viral trends, user-
generated content, and influencers. Concerns about mental health, privacy, and false
information have surfaced at the same time, prompting more user education and regulation.
Social media's success will depend on how well it can adjust to these difficulties while still
introducing cutting-edge features like live streaming, augmented reality (AR), and e-commerce
integration.

Conclusion Social media's history is a reflection of society's need for expression and
connection. It continues to have a significant impact on communication, culture, and business,
from the earliest message boards to the most advanced multimedia platforms of today.

1.3 Company Profile: Instagram

Promoters
Mike Krieger and Kevin Systrom co-founded Instagram in 2010. Their goal of developing a
straightforward, sophisticated photo-sharing website soon found favor with users, sparking a
sharp expansion. One of the greatest transactions in the history of social media occurred when
Facebook, Inc. (formerly Meta Platforms, Inc.) paid Rs1 billion to acquire Instagram in 2012.
Instagram has developed and grown under Meta's management, becoming a mainstay of the
business's product line.
Vision
Instagram wants to use visual storytelling to bring people together and encourage them to
discover and share inspiration, ideas, and experiences.
Mission
Instagram's purpose is to connect users with the moments and things that matter to them by
creating a platform that encourages creativity, community, and business.

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Quality Policy
Instagram prioritizes security, privacy, and content integrity in order to provide a superior user
experience. To guarantee that users have a secure and satisfying experience, the platform
updates its features and policies on a regular basis. This entails making investments in
sophisticated algorithms to weed out unsuitable content, putting strong data security measures
in place, and consistently improving the user interface for increased usability and accessibility.
Products/Services Profile
Instagram provides a wide range of services that are intended to meet the various needs of its
user base, which includes both the individual users and big businesses.
Feed Posts: the main function that allows users to share movies and pictures. Instagram's
algorithm selects material based on users' interests and activity to present them with posts they
are likely to interact with.
Stories: Instagram Stories was introduced in 2016 and lets users share content that vanishes
after a day. Stories is one of the most well-liked sections on the platform since it has interactive
components like polls, quizzes, and question stickers that encourage user participation.

Reels: Reels are brief, interesting videos that last up to 60 seconds and were first introduced in
2020. Reels give users and brands a method to produce viral video that reaches a wider
audience, and they have swiftly emerged as a fundamental component of Instagram's content
strategy.
IGTV: Users are able to publish videos longer than sixty seconds on Instagram's long-form
video platform, IGTV. It is intended for more in-depth media, including series, interviews, and
lessons.
Shopping: With Instagram Shopping, companies can Create a captivating online store where
clients can browse products and make purchases right there on the app. Users will find it easier
to shop without ever leaving the app thanks to this feature's seamless integration with posts,
stories, and Reels.
Live: Instagram Live facilitates instant communication between users and their followers by
enabling real-time video broadcasting. This tool gives marketers a direct line of communication
with their audience and is frequently utilized for Q&A sessions, product launches, and behind-
the-scenes content.

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Areas of Operation
Instagram has users from almost every nation, making it a worldwide platform. The platform is
accessible to a large range of users due to its multilingual availability. Although Instagram's
user bases are concentrated in North America, Europe, and Asia, the social media platform is
also making inroads into emerging economies in Latin America and Africa, where mobile
internet usage is rapidly expanding.
Numerous industries, including fashion, cosmetics, food and beverage, travel, fitness, and
entertainment, make extensive use of the site. Instagram's adaptability makes it a useful
marketing tool for organizations, both B2C and B2B. Its e-commerce interfaces and advertising
platform enable it to provide. Customized solutions

Infrastructure Facilities
The vast technological framework of Meta Platforms includes Instagram's infrastructure. This
consists of an international network of data centers that sustain data security, guarantee low-
latency content delivery, and handle the platform's large traffic levels. The back end of
Instagram is constructed using both open-source software and Meta's proprietary technology,
allowing the platform to grow with its user base in an efficient manner.

Advanced machine learning (ML) and artificial intelligence (AI) technologies that power the
platform's ad targeting, spam detection, and content recommendation algorithms are also part
of its infrastructure. These technologies are always being improved to enhance user engagement
and experience.

Competitor Information

TikTok: Well-known for its brief video content, TikTok has grown in popularity very fast,
especially with younger audiences. Its technique for finding material that is powered by
algorithms has made it a strong contender in the social media space
Snapchat: With its Stories feature, Snapchat introduced the idea of disappearing content, which
Instagram later embraced. Snapchat's messaging capabilities and augmented reality (AR) filters
continue to draw users in.
Pinterest: Because of its emphasis on visual material, Pinterest, a visual discovery and
bookmarking site, is frequently likened to Instagram. But Instagram prioritizes social media
connection and content sharing, whereas Pinterest is more focused on ideas and inspiration.
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YouTube: With its IGTV and Reels capabilities, Instagram rivals YouTube as the most popular
platform of video content. YouTube's extensive collection of user-generated material and long-
form content are its main assets.

Facebook: Despite being owned by Meta; Instagram remains in competition with Facebook for
user attention. Facebook provides a wider array of services to meet the diverse demands of its
users, such as groups, events, and a marketplace.

SWOT Analysis
Strength:
Brand Equity: Users of Instagram exhibit high levels of brand recognition and loyalty.
High Engagement: Compared to other platforms, interactive elements like Stories and Reels
increase user engagement.

Integration with Meta's Ecosystem: Instagram gains access to Meta's vast network of advertisers
and technology assets.
Innovation: To remain relevant in a cutthroat market, the platform is always adding new
features.

Weaknesses:
Content Saturation: Due to the overwhelming amount of content being created, people may
become weary of it, which may lower their engagement.
Privacy Issues: Persistent worries about the security and privacy of data may have an effect on
user confidence.
Over-reliance on Ads: Instagram's business strategy mostly relies on advertising, which leaves
it open to fluctuations in ad expenditure.

Opportunities:
E-commerce Growth: Including shopping elements opens up a lot of room for social commerce
to expand.
AI and Personalization: Improving user experience and engagement can be achieved by
developing AI-driven content recommendations further.

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Global Market Penetration: There is a significant growth potential when entering emerging
markets.
Threats:
Regulatory Obstacles: Tighter government regulation of content and data privacy may have an
effect on business operations.
Competition: Instagram's market share is continuously threatened by both new and old rivals.
Algorithm Changes: Regular modifications to Instagram's algorithm may have an effect on
brands' and users' visibility, which may lower engagement.

1.4 Future Growth and Prospects

Because of its capacity for innovation and trend-spotting, Instagram is well-positioned for
sustained development. As more people resort to social media for buying, the platform's entry
into e-commerce, especially through Instagram buying, offers a substantial growth opportunity.
Furthermore, Reels will probably continue to be at forefront of Instagram's content strategy
given the popularity of short-form video content.

Instagram may include augmented reality and virtual reality into its platform as these
technologies advance, providing users with ever more immersive experiences. By emphasizing
AI and machine learning, the platform will further improve personalization and make sure users
receive material that speaks to them, which will boost engagement.

A Brief History of Instagram

On October 6, 2010, co-founders Kevin Systrom and Mike Krieger introduced Instagram, a
social media network focused on sharing photos and videos. It was originally intended to be a
mobile app available only on iOS. Due to its ease of use and instantaneous sharing of visual
experiences, it attracted a user base very rapidly. Instagram gained over a million users in just
2 months after its debut, paving the way for quick expansion.

Initial Development and Characteristics

Instagram's main concept was to leverage the growing popularity of smartphones with built-in
cameras by fusing social networking with photography. One of the best things about it was how
simple it was to use and how the built-in filters allowed users to improve photographs without
requiring complex editing knowledge. Instagram also allowed users to post captions, like and
comment on others’ posts, and follow accounts.
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The app's name, which is a combination of "instant camera" and "telegram," perfectly captured
its objective: instantaneous picture-to-image communication. The square image format, which
is evocative of Polaroid photos, evolved into a distinctive style. As time went on, Instagram
began to offer short videos to users, a development that would be crucial to the platform's
growth going forward.

Facebook Acquisition
Recognizing Instagram's potential and quick growth, Facebook paid $1 billion in cash and stock
in April 2012 to acquire the company. Instagram had approximately 30 million users at the time,
but only 13 staff. In spite of the acquisition, Systrom and Krieger remained in charge of
Instagram, which continued to function independently under Facebook's control.
Instagram's ability to develop and expand globally were bolstered by the acquisition.
Instagram's growth was greatly aided by the release of an Android version of the program in
2012. With 150 million active users by the end of the 2013, the platform had become a major
player in social media industry.

Evolution of Features
Instagram changed dramatically after being acquired. When video sharing was first introduced
in 2013, users could only upload 15-second movies, though this capability would eventually be
expanded. Instagram became a more complete communication tool when Instagram Direct,
which enabled users to message each other privately, was introduced in 2013.
The launch of the Instagram Stories in August 2016 marked significant turning point. This
feature let users share images and videos that would vanish after a day, modeled like Snapchat's
ephemeral post format. By 2020, Instagram Stories had over a five hundred million daily active
users, demonstrating how quickly the product gained popularity. The platform was a static
photo-sharing website before Stories changed it to a dynamic, interactive area for transient
content.

The Growth of Businesses and Influencers

Instagram became a vital tool for influencers and brands as its user base expanded. Instagram's
highly visual structure made it a perfect match for the fashion, travel, beauty, and fitness sectors.
The emergence of influencers—users who gathered substantial fan bases and set trends—
coincided with Instagram's growing focus on business.
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Instagram started offering advertising in 2015, enabling companies to market their goods and
services to consumers directly. With time, innovations like Instagram Checkout and shoppable
photos made it easier for users to find things and buy them without ever leaving the app.

Currently Using Instagram

Instagram continues to be one of most significant social media networks as of 2023, boasting
over 1.3 billion monthly active users. Its development is still ongoing, with an emphasis on
video content—especially with the Reels feature, which puts TikTok in direct competition.
Despite the resignations of Systrom and Krieger in 2018, Instagram continues to play a
significant role at Meta (previously Facebook).

Instagram began as a straightforward photo-sharing software but had since evolved into a
worldwide social and cultural phenomenon that affects everything from politics to fashion. Its
position in the digital world has been cemented by its capacity to adjust and develop in response
to shifting consumer preferences.

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 CHAPTER 2
CONCEPTUAL BACKGROUD AND LITERATURE REVIEW

2.1 Theoretical Background

Customer involvement is a crucial aspect of marketing, particularly Social media channels are
now essential for brand communication in the digital age. A prevalent interpretation of social
media engagement is a mental state resulting from collaborative, engaging customer
interactions with a brand. Instagram is a dynamic, visually appealing, and community-driven
platform that has grown in popularity in recent years as a means for businesses to communicate
with their clientele. A number of the interactive features on the site, such as likes, comments,
direct messages (DMs), polls, quizzes, and shoppable posts, have drastically altered the way
advertisers interact with their target audience.

Marketing dynamics have changed significantly with the transition from passive media
consumption to active participation. In domains such as marketing, human-computer
interaction (HCI), and communication, the idea of interactivity has been thoroughly
investigated. The degree to which users can instantly change the structure or content of the
mediated environment is referred to as interactivity. Interactive features on Instagram serves as
digital touchpoints for consumer interaction, encouraging users to actively engage in brand-
related activities. Uses and Gratifications Theory and Self-Determination Theory are 2
theoretical frameworks that offer a deeper knowledge of how and why users interact with
interactive features.

Uses and Gratifications Theory

Uses and Gratifications Theory (UGT), which was first developed the field of mass media
research, investigates why people deliberately go for specific media to fulfill demands.
According to notion, people choose the media channels that satisfy their demands for
entertainment, social interaction, information, and personal identity as opposed to becoming
content's passive consumers. Instagram's interactive features such as quizzes, polls, and swipe-
ups satisfy users' desires for self-expression, community, and involvement while also appealing
to a wider range of other needs.

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For example, Instagram stories include a wealth of tools that allow followers to engage directly
with brands, such as polls, inquiry boxes, and stickers. According to UGT, users connect with
these interactive elements for a variety of reasons, including the satisfaction of their natural
curiosity, the allure of real-time communication, and the inherent happiness that results from
taking part in the online discussion. Brands can use these interactions to measure consumer
interest and involvement through engagement metrics, such the number of poll responses or the
click-through rate (CTR) on a story.

Self-Determination Theory
Motivation and engagement are seen from a psychological angle by those who adhere to Self-
Determination Theory (SDT). Individuals are driven by three fundamental psychological
demands, according to SDT: relatedness, competence, and autonomy. Instagram's interactive
features frequently meet these needs by fostering settings that motivate users to interact more
deeply and meaningfully with marketers.

Autonomy: Instagram gives consumers the freedom to choose the kind and intensity of
interaction they desire with a brand. Users' need for autonomy is met via interactive elements
that enable them to freely express their thoughts, such as polls and inquiries. Brands may
encourage voluntary and significant participation by giving consumers a sense of control over
the conversation by soliciting opinions via surveys or questionnaires.

Competence: Users can exhibit their knowledge and skills through features like interactive
challenges and quizzes, which satisfies their desire for competence. When These components
are incorporated by brands into their Instagram strategy, they frequently discover that customers
are enthusiastic to engage since it makes them feel accomplished.

Relatedness: Brands and their fans feel more connected to one another because to Instagram's
community engagement tools, which include likes, comments, and direct messages. Brands
may foster a feeling of community and encourage consumers to interact more regularly and
deeply by establishing two-way communication channels.

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The Role of Visual Content and Interactivity
Instagram's distinct emphasis on visual content is in line with broader notions about human
cognition, especially with regard to the ways in which imagery and visuals impact memory and
affective involvement. According to Paivio's Dual Coding Theory, when both verbal and visual
information are present, the human brain processes them concurrently and differently, resulting
in deeper cognitive processing. Instagram's interactive features and visual-first layout
encourage both the emotional and cognitive parts of user decision-making, allowing for a more
engaging experience. Through behaviors like reposting, commenting, and sharing, users are not
just spectators in passivity of material but also active players who co-create it.

Instagram's interactive features are another example of gamification—the application of game-

design concepts in non-gaming environments. Challenges, competitions, and quizzes are a few
gamified components that motivate the users to participate more actively and raise engagement.
According to gamification concepts, people are more inclined to participate when they
experience a sense of advancement or accomplishment. By appealing to this psychological
need, Instagram's interactive features that provide incentives (like a discount after finishing a
quiz) or acknowledgment (like being mentioned in a story) can encourage user engagement.

The Social Exchange Theory Perspective

Consumer-brand interactions are reciprocal, as explained by Social Exchange Theory (SET).
According to SET, the advantages and incentives that customers see from interacting with a
business are frequently what motivate them to participate. Users on Instagram can receive both
material and immaterial prizes from engaging features. Exclusive offers, discounts, or freebies
are examples of tangible incentives; on the other hand, social recognition and the satisfaction
of receiving acknowledgment from a business are examples of intangible benefits. Engaged
customers are more inclined to stay in touch with the company, which eventually fosters loyalty,
thanks to the reciprocal exchange of value that occurs throughout encounters.

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2.2 LITERATURE REVIEW

1. (Weilenmann, 2013)

This paper explores the ways in which different use Instagram to document and share their
experiences at a natural history museum. Analyzing 222 Instagram posts and conducting 14
interviews, the study examines how visitors create personal narratives through their posts,
reconfiguring the museum environment to fit their stories. The findings reveal how these
multimedia practices affect visitor engagement and documentation of museum exhibits.

2. (Chang, 2014)

This study looks into how businesses and consumers co-create brand value on Instagram,
focusing on companies like Nike and Starbucks. It reveals that while customers use brands for
self-expression, marketers face challenges in controlling brand image and must adopt subtle,
creative strategies to engage users.

3. (Gong, 2014)

This study examines how B2C brands can strategically use Instagram to engage customers by
analyzing one year’s worth of Instagram posts from three notable brands. It identifies that
brands predominantly use affective commitment content to foster stronger engagement
compared to calculative commitment and overall satisfaction content. The research finds that
posts aimed at building affective commitment generate higher engagement rates.
Recommendations for marketers include leveraging user-generated content, lifestyle
promotions, and content exclusivity to boost follower interaction. The report highlights the need
for firms to customize their Instagram tactics according to their target audience and desired
level of engagement.

4. (Ring, 2016)

This study analyzes Instagram self-presentation strategies of male and female professional
tennis players and their impact on fan engagement. It finds that both genders primarily use
down-to-earth posts, but male athletes employ a broader range of content categories, including
more sport-specific presentations like athletic competence and celebratory posts. Male athletes'
followers engage most with celebratory content, while female athletes' followers engage more
with sexualized content. The study highlights differences in self-presentation and fan
engagement between male and female athletes on Instagram.
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5. (Ewers, 2017)

This study examines the effects of influencer type, sponsorship disclosure, and product
placement on consumer responses to Instagram posts. The research found that celebrities
generate higher purchase intentions than micro-celebrities, and the interaction between
influencer type and sponsorship disclosure impacts message credibility. While There were no
discernible primary effects for sponsorship disclosure and product placement, the combination
of all three variables influenced brand attitude. The study emphasizes the significance of
making the right influencer and setting up Instagram posts effectively while noting the need for
further research on persuasion knowledge in influencer marketing.

6. (Che, 2017)

This study explores the elements that influence customer confidence and buying patterns in
Instagram stores. It identifies three key groups influencing trust: the trustworthiness of the
stores (perceived benevolence, integrity, and competence), the consumer's propensity to trust,
and external support from influential figures and peers. The research, based on 157 Instagram
users, found that perceived benevolence, integrity, and KOL endorsements significantly impact
consumer trust, which strongly correlates with purchase intention. The findings provide insights
for advancing trust literature in social commerce and offer practical advice for Instagram
storeowners.

7. (Zhou, 2017)

This investigation has looked at how visual themes, perspectives, personal relevance, and brand
familiarity affect brand perceptions on Instagram. In Study 1, eye-tracking revealed that
customer-centric images in a first-person perspective received the most attention, while
product-centric images in a third-person perspective led to better brand recognition. Study 2
found that high-relevance posts with customer-centric images and a first-person view of
familiar brands generated the most positive brand attitudes and respect. The study also
discussed limitations and suggested future research directions in visual branding on Instagram.

8. (Joe Phua a Jhih-Syuan (Elaine) Lin b, 2018)

This investigation has discovered that high image congruence and parasocial identification with
celebrities increased consumer engagement with e-cigarette ads on Instagram, leading to higher
usage and positive opinions. Engagement was also shaped by smoking status and gender
identity similarity to the celebrity.

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9. (Oluseyi Adegbola1, 2018)

This study found that Instagram posts featuring brand logos, products, and social content like
hashtags significantly boost audience engagement. The outcomes emphasize the significance
of brand logos in fostering emotional connections and influencing consumer behavior.

10. (Astuti, 2018)

This study investigates Instagram's impact on consumer purchase intentions and trust in online
shopping, using SEM-SmartPLS for analysis. Findings show that Instagram positively
influences consumer trust and perceived usefulness, which in turn affects purchase intensity.
The perceived usefulness has a greater impact on purchase intensity than trust. However,
Instagram struggles with building consumer trust through product reviews and requires better
service features.

11. (Ljungberg, 2018)

This study aimed to recognize the ways in which younger consumers interact on Instagram,
focusing on social influence and influencer marketing. It revealed that consumer engagement
on Instagram varies in form and can be influenced by both positive and negative factors. Social
influence was found to significantly shape behavior, including purchasing decisions driven by
influencers. Additionally, the study addressed the complexity of defining what an influencer is,
proposing a new tentative definition based on consumer perspectives, which integrates but also
extends beyond existing theories.

12. (Budge, 2018)

This study examines how museum visitors engage with objects via Instagram, focusing on a
case study of an Australian contemporary art museum. It finds that visitor engagement is driven
by user agency and a desire to share experiences through photography, contradicting concerns
that social media decreases public engagement. The research highlights the importance of visual
analysis from the visitor's perspective, offering insights for museum practices in adapting to
new technological interactions. The study suggests that deeper understandings of visitor
behavior can help museums reimagine their roles in the digital age.

13. (Eriksson, 2019)

The study found that Instagram delivered significantly higher brand engagement than Facebook
for three interior design brands, with inspirational content driving the most interaction.
Facebook was more effective for transactional posts, while both platforms showed engagement
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through entertaining content. Instagram's visual appeal and younger audience suggest that
brands should use emotional and inspirational content to strengthen audience connections.

14. (Argyris, 2020)

This paper introduces the "Visual-Congruence-induced Social Influence (VCSI)" framework,

revealing that visual congruence between influencers and followers enhances brand
engagement and credibility. Analyzing over 45,000 Instagram posts using deep-learning
algorithms, the research revealed that although visual congruence attracts followers, consistent
brand involvement is crucial for boosting sales.

15. (Camilleri, 2020)

The study shows that celebrity endorsers attract more followers on Instagram, while micro-
influencers drive higher engagement through clicks, comments, and likes. It highlights the
differing impacts of influencers on consumer-brand interactions and suggests potential
strategies for brands to enhance their social media presence.

16. (BABAYEV, 2020)

This investigation had shown that while Millennials engage more frequently in creating and
communicating through Instagram "Stories," Non-millennials (40+ years) show similar levels
of engagement in watching and reading ephemeral content. The findings suggest fresh chances
to interact with customers among non-millennial users on Instagram.

17. (Meta-Analysis, 2020)

This study explores how hedonic browsing and flow influence Instagram users' cognitive and
affective experiences, leading to impulse buying. The findings show that flow positively
impacts both experiences and directly contributes to online impulse purchases among users.

18. (Bokyung (Bo) Kim, 2020)

This study analyzes Fortune 500 companies' Instagram posts, revealing that while brand
community practices are present, they are underutilized for building strong brand communities.
The findings emphasize the importance of strategically applying these practices to enhance
consumer engagement on Instagram.

19. (ELENA CUEVAS-MOLANO, LUIS MATOSAS-LOPEZ, 2021)

This research analyzes 680 Instagram posts from 14 brand pages, revealing that videos, carousel
posts, and hashtags boost likes, while interactive content and graphics drive comments. The
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model explains 73.1% of likes and 47.5% of comments. However, the study's generalizability
is limited by its sample size and literature scope.

20. (Odilia Firsti Wida Mukti, 2021)

This study examines how CISDI effectively uses social media marketing, particularly on
Instagram, to engage young adults in Indonesia with health messages. The results show that
trending topics like sex education successfully drive audience participation, highlighting social
media's impact on health communication.

21. (Kim, 2021)

This experiment shows that social presence in influencer posts enhances purchase intent and
self-efficacy by fostering parasocial interactions, where influencers act as role models.
However, higher social presence can mask promotional content, potentially limiting consumers'
ability to recognize advertising.

22. (Putri, 2021)

This study analyzes the effectiveness of Instagram as a marketing tool for Indonesian local
fashion brands, identifying key factors like entertainment content, tagging, posting on
weekdays, and during peak hours as crucial for driving high online engagement. The findings
offer strategic insights for enhancing Instagram marketing efforts in the fashion industry.

23. (Ganga Dhanesh, 2022)

This study analyzed 400 Instagram posts from four major airport brands, finding that story
photos, interactive elements like point of view, and compositional aspects like framing
significantly boost engagement. The results highlight key factors in creating visually
compelling content to enhance social media interaction.

24. (andYoungNamkung, 2022)

This study examines how Instagram marketing activities, such as interaction, entertainment,
customization, and trendiness, influence customer-based brand equity (brand awareness, image,
and perceived quality) for coffee brands. The findings show that these factors enhance brand
love and increase customers' intention to revisit the brand's Instagram, offering insights for
effectively managing brand equity.

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25. (Zhang, 2023)

The study found that task- and interaction-oriented Instagram posts by Arc' teryx, Salomon, and
Patagonia garnered more likes, while shorter posts with photos, 'cute' visuals, and user mentions
drove higher engagement. These findings offer valuable guidance for crafting effective
Instagram branding strategies.

26. (GAO, 2023)

The study analyzes Instagram post design for fashion brands, focusing on variables like text,
facial expressions, color, and timing to enhance engagement and reduce negative comments.
Using data from ten brands, it offers insights for managers to create more effective posts.

27. (Shafa1, Kurniadi2, & Yuniati3, 2023)

The study reveals that Instagram-based customer engagement, driven by connection,

interaction, satisfaction, and advocacy, significantly boosts purchase intentions for Bandeng Isi
MRB products. It underscores the value of a strong online presence and suggests strategies to
enhance consumer interest and engagement.

28. (Lie Ao, 2023)

This meta-analysis examines the impact of eight key characteristics of social media influencers
on customer engagement and purchase intention, revealing moderate to high correlations. The
study highlights the strong influence of entertainment value on engagement and credibility on
purchase intention, providing valuable insights for influencer marketing strategies.

29. (Tegar Prasetyo, 2024)

The study finds that entertainment, interaction, trendiness, and electronic word of mouth
(EWOM) significantly enhance consumer brand engagement and awareness for Pijak Bumi's
eco-friendly products. Increased brand engagement, in turn, substantially raises brand
awareness.

30. (I Wayan Andra Wirawana), 2024)

The study enhanced PT BPR Mas Giri Wangi's Instagram presence by using a strategic content
plan and leveraging features like reels and stories. Implementing visually appealing posts and
interactive elements, such as giveaways, led to increased engagement and brand loyalty.

18
Instagram Insights confirmed the effectiveness, highlighting the importance of aligning content
with trends to attract a broader audience

2.3 Research Gap

Even with a wealth of study on Instagram's impact on user engagement in a variety of settings,
there is still a great deal to learn about the precise function that interactive features play in
promoting engagement. Research has looked at how Instagram affects brand impression, trust,
and purchase intentions in general, with a particular emphasis on user-generated content,
influencer marketing, and visual content (Chang, 2014; Zhou, 2017). The direct effects of
Instagram's interactive features—like polls, quizzes, shoppable posts, and real-time feedback
mechanisms—on user engagement and interaction haven't gotten much attention, though in
studies (Ganga Dhanesh, 2022; Wirawana, 2024). While some studies mention the value of
social presence or visual congruence, they don't go into extensive depth about the manner in
which individuals engage with these interactive features or how that interacts with long-term
brand relationships. This discrepancy emphasizes the necessity for a more thorough
examination of the connection between Instagram's interactive features and ongoing user
involvement, especially in terms of building user experience and brand loyalty.

19
 CHAPTER -3
RESEARCH METHODOLOGY

3.1 Statement of the Problem

Considering how well-liked social media platforms like Instagram are becoming, brands are
leveraging interactive features such as polls, quizzes, stories, and live videos to engage with
consumers. However, the effectiveness of these features in driving consumer engagement and
brand loyalty remains unclear. This study seeks to address the gap by analyzing how these
interactive features influence consumer behavior and engagement on Instagram.

3.2 Need of the Study

Understanding the impact of interactive features on consumer engagement is crucial for brands
to optimize their social media strategies. With the digital landscape becoming increasingly
competitive, brands must identify which features resonate most with their target audience. This
study will produce enlightening data. into consumer preferences and behaviors, helping
marketers enhance engagement, build brand loyalty, and improve return on investment (ROI)
in social media marketing.

3.3 Objectives
• To understand Instagram interactive features & its consumer engagement
• To analyze the impact of Instagram interactive features & Instagram consumer
engagement.
3.4 Scope of the Study
Target Market: Active Instagram users between the ages of 18 and 45, with an emphasis on
users who interact with brand-related posts.
Geographic Scope: Users in urban areas of major cities will participate in the survey.
Time Frame: To recognize patterns and trends in customer engagement, the study will examine
data gathered over a six-month period.
Examined elements: The study will concentrate on Instagram's interactive elements, such as
stories, live videos, polls, quizzes, and swipe-up links.

20
3.5 Research methodology
Target Population: Instagram users
Sampling Technique: Non-Probability Sampling Technique
Sample Size while using formula N=(zs/ⅇ) ^2
Whereas,
n = Sample size
Z = Confidence Level
S = Population of standard deviation
e = Tolerance error
Z = 2.58 at 99% level of confidence
S = 5 – 1/6=0.66
0.66((2⋅58*0.66)/0.108) =248⋅5

As a result, the 255 sample were picked

Data Collection Methods

Primary Data:
Online questionnaires and surveys were sent to 255 Instagram users as a sample. Open-ended
questions for qualitative insights, Likert scale questions on feature usage, and demographic
questions will all be included in the questionnaire.
Interviews: Held with twenty carefully chosen individuals to obtain more in-depth qualitative
understanding of their interactions with Instagram's interactive elements.

Secondary Data:
Literature Review: Analyzing existing studies on social media engagement and brand loyalty.
Case Studies: Reviewing successful Instagram campaigns that effectively used interactive
features.

3.6 LIMITATION
• Data Privacy and Access: Access to complete user data is restricted by Instagram's
privacy policy and API restrictions.

21
 • Sample Bias: If engagement data might not accurately depict all user demographics,
results could be affected.
• Platform Algorithm adjustments: Instagram's algorithmic adjustments, which often
impact engagement statistics, make longitudinal study challenging.
• Measuring Engagement: Subjectivity can be introduced into the definition and
evaluation of engagement by using metrics like likes, comments, and shares.
• Content Saturation: Too much content might overpower interactive features and make
it harder to understand what they are exactly.

3.7 Chapter Scheme

This research is split into 5 chapters.

The first chapter includes an introduction to Instagram, its history, its vision, goal, and equity
policy, as well as product and service profiles, operational areas, infrastructure details,
competition information, SWOT analyses, and future prospects for the platform.
You can access the online version of Theoretical Foundations of Conceptual Framework,
Review of Research Gap, chapter two.
The third chapter covers the definition of research design, the issue statement, the necessity of
the investigation, the goals of the study, the research approach, the hypothesis, and the
limitations of the investigation.
Table graphs were created for the provided responses, and the data collected from respondents
is examined and interpreted in the fourth chapter. After that, the obtained results were
statistically assessed using methods like regression analysis and the Reliability Test, and the
outcomes were interpreted.
The fifth chapter discusses the project summary, findings and conclusion”

22
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

Table 4.1 Gender

Particulars Respondents Percentage

Male 129 50.6
Female 126 49.4
Total 255 100

As stated in the preceding table, 50.6% of respondents are male, and 49.4% are female.

Graph 4.1 Gender

49% 51%

Interpretation:
The aforementioned graph illustrates that, of the 255 respondents, 50.6% are men and 49.4%
are women, indicating that men make up the majority of the respondents.

23
Table 4.2 Age

Particulars Respondents Percentage

15-30 138 54.1
30-45 74 29.0
45-60 40 15.7
60 above 3 1.2
Total 255 100.0

From above table we can understand that out of 255 respondents 15-30 are 54.1%, 30-45 are
29.0%, 45-60 are 15.77%, 60 above are 1.2%

Graph 4.2 Age

16% 1%

54%
29%

Interpretation:
The graph indicates that age distribution of respondents. The majority of respondents are 15-30
age group with 54.1%, 30-45 are 29.0%, 45-60 are 15.7, and 60 above 1.2% are least
respondents.

24
Table 4.3 Education

Particulars Respondents Percentage

SSLC 13 5.1
PUC 44 17.3
under graduate 100 39.2
post graduate 98 38.4
Total 255 100.0

The above table shows that out of 255 respondents 5.1% are SSLC, 17.3% are PUC, 39.2% are
Undergraduate, 38.4% are Postgraduate.

Graph 4.3 Education

5%
17%
39%

39%

Interpretation:
The education qualifications of the survey respondents are displayed in the above graph. The
majority respondents consist of under graduate with 38.4%, and others consist of post graduate
with 38.4%, PUC with 17.3% and least are SSLC with 5.1%

25
Table 4.4 Are you

Particulars Respondents Percentage

A house wife 22 8.6
private employee 67 26.3
self employed 40 15.7
government employee 23 9.0
student 103 40.4
Total 255 100.0

From the given table we can interpret that, out of 255 respondents 8.6% are house wife, 26.3%
are private employee, 15.7 are self-employed, 9.0 are government employee and 40.4 are
students.
Graph 4.4 Are you

9%

40% 26%

9% 16%

Interpretation:
According to the following graph, 40.4% of respondents are students, making up the bulk of
the sample., the least are government employee and house wife with 9%, and others are private
employee with 26.3%, self-employed with 15.7%

26
Table 4.5 Income

Particulars Respondents Percentage

less than Rs 30000 144 56.5
Rs 30000 - Rs 60000 53 20.8
Rs 60000 - Rs 90000 42 16.5
Rs 90000 and above 16 6.3
Total 255 100.0

The above table shows the Income level of the respondent, where out of 255 respondents 56.5%
earn less than Rs 30000, 20.8% earn Rs 30000-Rs 60000, 16.5% earn Rs 60000-Rs 90000, 6.3%
earn Rs 90000 and above.
Graph 4.5 Income

6%
17%

56%
21%

Interpretation:
The preceding graph elucidate the Income level of 225 respondents. The majority income
earned by the respondents is 56.5% with income level of less than Rs 30000, and the least with
6.3% with income of Rs 90000 and above and others 20.8% with income Rs 30000-Rs 60000,
16.5% with income Rs 90000 and above.

27
Table 4.6 Martial status

Particulars Respondents Percentage

Single 155 60.8
Married 100 39.2
Total 255 100.0

The table shows the martial status, where out of 255 respondents 60.8% are single and 39.2%
are married.

Graph 4.6 Martial status

39%

61%

Interpretation:
The respondents' marital status is displayed on the graph, where 60.8% are single and 39.2%
are married.

28
Table 4.7 No of family members

Particulars Respondents Percentage

2 members 18 7.1
2 - 4 members 143 56.1
4 - 6 members 73 28.6
more than 6 members 21 8.2
Total 255 100.0

The table shows the No of family members of the respondents, where out of 255 respondents
7.1% consists of 2 members, 56.1% consists of 2-4 members, 28.6 % consists of 4-6 members
and 8.2% consists of more than 6 members.

Graph 4.7 No of family members

8% 7%

29%

56%

Interpretation:
The graph interprets the No of family members of the respondents, where respondents with7.1%
consists of 2 members, 56.1% consists of 2-4 members, 28.6 % consists of 4-6 members and
8.2% consists of more than 6 members.

29
Table 4.8 Do you use social media

Particulars Respondents Percentage

Yes 228 89.4
No 27 10.6
Total 255 100.0

The usage of social media is displayed in the above table of the respondents, with total of 255
respondents 89.4 % says yes for using social media and 10.6% says no.

Graph 4.8 Do you use social media

11%

89%

Interpretation:
The graph interprets the usage of the social media of the respondents, where 89.4% use the
social media and 10.6% do not use social media.

30
Table 4.9 Are you on Instagram
Particulars Respondents Percentage
Yes 205 89.9
No 23 10.0
Total 228 100

From the above mentioned table we can understand the use of Instagram, where out of 228
respondents 89.9% of respondents use social media and 10.0% says no to use of Instagram.
Graph 4.9 Are you on Instagram

10%

90%

Interpretation:
The above graph shows the use of Instagram, where majority of the respondents use social
media with 89.9% and 10.0% use the least.

31
Table 4.10 Instagram stories features (poll, questions, etc.) enhance my overall engagement
with brands
Particulars Respondents Percentage
strongly disagree 11 5.4
disagree 21 10.2
neither agree not disagree 61 29.8
agree 99 48.3
strongly agree 13 6.3
Total 205 100.0

As per the above table, out of 205 respondents 5.4% strongly disagree, 10.2% disagree, 29.8%
neither agree nor disagree, 48.3% agree, 6.3% strongly agree for the Instagram stories features
enhance my overall engagement with brands.

Graph 4.10 Instagram stories features (poll, questions, etc.) enhance my overall engagement
with brands

6% 6%
10%

48% 30%

Interpretation:
The above graph interpret the Instagram stories features enhance my overall engagement with
brands, where 48.3 % mostly agree and the 5.4% strongly disagree and others 10.2% disagree,
29.8% neither agree nor disagree, 6.3% strongly agree.

32
Table 4.11 I am more likely to engage with a brand on Instagram that uses interactive features
regularly
Particulars Respondents Percentage
strongly disagree 7 3.4
disagree 22 10.7
neither agree not 52 25.4
disagree
agree 103 50.2
strongly agree 21 10.2
Total 205 100.0

As per the above table, out of 205 respondents 3.4% strongly disagree, 10.7% disagree, 25.4%
neither agree nor disagree, 50.2% agree, 10.2% strongly agree for the Instagram stories features
enhance my overall engagement with brands.

Graph 4.11 I am more likely to engage with a brand on Instagram that uses interactive features
regularly

3%
10% 11%

26%
50%

Interpretation:
The above graph interprets the likely to engage with a brand on Instagram that uses interactive
features regularly, where 50.2 % mostly agree and the 3.4 per strongly disagree which is least
and others 10.7% disagree, 25.4% neither agree nor disagree, 10.2% strongly agree.

33
Table 4.12 Interactive features on Instagram stories make me feel more connected to the brand
Particulars Respondents Percentage
strongly disagree 8 3.9
disagree 15 7.3
neither agree not disagree 50 24.4
agree 106 51.7
strongly agree 26 12.7
Total 205 100.0

According to the provided table, 3.9% of the 205 respondents strongly disagree, 7.3% disagree,
24.4% neither agree nor disagree, 51.7% agree, 12.7% strongly agree for Interactive features
on Instagram stories make me feel more connected to the brand.
Graph 4.12 Interactive features on Instagram stories make me feel more connected to the brand

13% 4% 7%

24%

52%

Interpretation:
The given graph elucidates, Interactive features on Instagram stories make me feel more
connected to the brand where 51.7 % mostly agree and the 3.9% strongly disagree which is
least and others 7.3% disagree, 25.4% neither agree nor disagree, 12.7% strongly agree.

34
Table 4.13 I prefer brands that use Instagram like to interact with their audience

Particulars Respondents Percentage

Strongly disagree 8 3.9
Disagree 15 7.3
Neither agree not disagree 48 23.4
Agree 103 50.2
Strongly agree 31 15.1
Total 205 100.0

The given table stats that, out of 205 respondents 3.9% strongly disagree, 7.3% disagree, 23.4%
neither agree nor disagree, 50.2% agree, 15.1% strongly agree for prefer the brands that use
Instagram like to interact with their audience.

Graph 4.13 I prefer brands that use Instagram like to interact with their audience

15% 4% 7%

24%

50%

Interpretation:
The above graph shows, prefer the brands that use Instagram like to interact with their audience,
where 50.2 % mostly agree and the 3.9% strongly disagree which is least and others 7.3%
disagree, 23.4% neither agree nor disagree, 15.1% strongly agree.

35
Table 4.14 Instagram interactive stickers (polls, quizzes, etc.) influence my purchasing decision
Particulars Respondents Percentage
Strongly disagree 13 6.3
Disagree 25 12.2
Neither agree not disagree 51 24.9
Agree 93 45.4
Strongly agree 23 11.2
Total 205 100.0

The above table predict that, out of 205 respondents 6.3% strongly disagree, 12.2% disagree,
24.9% neither agree nor disagree, 45.4% agree, 11.2% strongly agree for Instagram interactive
stickers influence my purchasing decision

Graph 4.14 Instagram interactive stickers (polls, quizzes, etc.) influence my purchasing
decision

11% 6%
12%

25%
46%

Interpretation:
The given graph interprets that, for Instagram interactive stickers influence my purchasing
decision where 46 % mostly agree and the 6% strongly disagree which is least and others 12%
disagree, 25% neither agree nor disagree, 12% strongly agree.

36
Table 4.15 The use of interactive features in Instagram posts encourages me to leave comments
Particulars Respondents Percentage
Strongly disagree 13 6.3
Disagree 21 10.2
Neither agree not disagree 50 24.4
Agree 98 47.8
Strongly agree 23 11.2
Total 205 100.0

The above table predict that, out of 205 respondents 6.3% strongly disagree, 10.2% disagree,
24.4% neither agree nor disagree, 47.8% agree, 11.2% strongly agree for the use of interactive
features in Instagram posts encourages me to leave comments.

Graph 4.15 The use of interactive features in Instagram posts encourages me to leave comments

11% 6%
10%

25%
48%

Interpretation:
The given graph analyses that, for the use of interactive features in Instagram posts encourages
me to leave comments. where 47% mostly agree and the 6% strongly disagree which is least
and others 10% disagree, 25% neither agree nor disagree, 12% strongly agree.

37
Table 4.16 I feel more valued by brands that respond to my interactions on Instagram
Particulars Respondents Percentage
Strongly disagree 8 3.9
Disagree 19 9.3
Neither agree not disagree 42 20.5
Agree 116 56.6
Strongly agree 20 9.8
Total 205 100.0

The above table predict that, out of 205 respondents 3.9% strongly disagree, 9.3% disagree,
20.4% neither agree nor disagree, 56.6% agree, 9.8% strongly agree for the brands that respond
to my interactions on Instagram.

Graph 4.16 I feel more valued by brands that respond to my interactions on Instagram

10% 4% 9%

20%

57%

Interpretation:
The graph stats that, for the brands that respond to my interactions on Instagram, where 57%
mostly agree and the 4% strongly disagree which is least and others 9% disagree, 20% neither
agree nor disagree, 10% strongly agree.

38
Table 4.17 Instagram's direct messaging feature enhance my customer service experience with
brands
Particulars Respondents Percentage
Strongly disagree 4 2.0
Disagree 14 6.8
Neither agree not disagree 64 31.2
Agree 93 45.4
Strongly agree 30 14.6
Total 205 100.0

According to the above data, 205 responders 2.0% strongly disagree, 6.8% disagree, 31.2%
neither agree nor disagree, 45.4% agree, 14.6% strongly agree for Instagram's direct messaging
feature enhance my customer service experience with brands.

Graph 4.17 Instagram's direct messaging feature enhance my customer service experience with
brands

2%
7%
15%

31%

45%

Interpretation:
The graph explains that, for Instagram's direct messaging feature enhance my customer service
experience with brand, where 45% mostly agree and the 2% strongly disagree which is least
and others 7% disagree, 31% neither agree nor disagree, 15% strongly agree.

39
Table 4.18 I enjoy participating in Instagram contests and giveaways that use interactive
features
Particulars Respondents Percentage
Strongly disagree 7 3.4
Disagree 27 13.2
Neither agree not disagree 47 22.9
Agree 92 44.9
Strongly agree 32 15.6
Total 205 100.0

According to the above data, of 205 respondents, 3.4% highly disagree, 13.2% disagree, 22.9%
neither agree nor disagree, 44.9% agree, and 15.6% strongly agree with using interactive
features in Instagram freebies and contests.

Graph 4.18 I enjoy participating in Instagram contests and giveaways that use interactive
features

16% 3%
13%

23%

45%

Interpretation:
The graph stats that for participating in Instagram contests and giveaways that use interactive
features, where 45% mostly agree and the 3% strongly disagree which is least and others 13%
disagree, 23% neither agree nor disagree, 16% strongly agree.

40
Table 4.19 The use of Instagram interactive features by a brand make their content more
memorable
Particulars Respondents Percentage
Strongly disagree 7 3.4
Disagree 17 8.3
Neither agree not disagree 48 23.4
Agree 95 46.3
Strongly agree 38 18.5
Total 205 100.0

According to the data above, 3.4% of 205 respondents severely disagree, 8.3% disagree, 23.4%
neither agree nor disagree, 46.3% agree, and 18.5% extremely agree that using Instagram's
interactive capabilities can help brands create more memorable content.

Graph 4.19 The use of Instagram interactive features by a brand make their content more
memorable

3% 8%
19%

24%

46%

Interpretation:
The graph explains that for participating in the use of Instagram interactive features by a brand
make their content more memorable, where 46% mostly agree and the 3% strongly disagree
which is least and others 8% disagree, 24% neither agree nor disagree, 19% strongly agree.

41
Table 4.20 I am more likely to follow brands that use Instagram 's interactive features effectively

Particulars Respondents Percentage

Strongly disagree 8 3.9
Disagree 23 11.2
Neither agree not disagree 56 27.3
Agree 90 43.9
Strongly agree 28 13.7
Total 205 100.0

The above table indicates that, out of 205 respondents 3.9% strongly disagree, 11.2% disagree,
27.3% neither agree nor disagree, 43.9% agree, 13.7% strongly agree for more likely to follow
brands that use Instagram 's interactive features effectively.

Graph 4.20 I am more likely to follow brands that use Instagram 's interactive features
effectively

14% 4%
11%

27%
44%

Interpretation:
The graph stats that, for more likely to follow brands that use Instagram 's interactive features
effectively, where 44% mostly agree and the 4% strongly disagree which is least and others
11% disagree, 27% neither agree nor disagree, 14% strongly agree.

42
Table 4.21 Instagram interactive features (e.g.: swipe up links, tags) make it easier for me to
explore product / services
Particulars Respondents Percentage
Strongly disagree 5 2.4
Disagree 20 9.8
Neither agree not disagree 40 19.5
Agree 108 52.7
Strongly agree 32 15.6
Total 205 100.0

The above table indicates that, out of 205 respondents 3.9% strongly disagree, 11.2% disagree,
27.3% neither agree nor disagree, 43.9% agree, 13.7% strongly agree for more likely to follow
brands that use Instagram 's interactive features effectively.

Graph 4.21 Instagram interactive features (e.g.: swipe up links, tags) make it easier for me to
explore product / services

2%
10%
16%

19%

53%

Interpretation:
The above graph stats that, for more likely to follow brands that use Instagram 's interactive
features effectively, where 53% mostly agree and the 2% strongly disagree which is least and
others 10% disagree, 19% neither agree nor disagree, 16% strongly agree.

43
Table 4.22 Interactive content on Instagram increases my trust in the brand
Particulars Respondents Percentage
Strongly disagree 6 2.9
Disagree 19 9.3
Neither agree not disagree 50 24.4
Agree 96 46.8
Strongly agree 34 16.6
Total 205 100.0

According to the preceding table, out of 205 responses 2.9% strongly disagree, 9.3% disagree,
24.4% neither agree nor disagree, 46.8% agree, 16.6% strongly agree for Interactive content on
Instagram increases my trust in the brand.

Graph 4.22 Interactive content on Instagram increases my trust in the brand

17% 3% 9%

24%

47%

Interpretation:
The above graph says that, for Interactive content on Instagram increases my trust in the brand
where 47% mostly agree and the 3% strongly disagree which is least and others 9% disagree,
24% neither agree nor disagree, 17% strongly agree.

44
Table 4.23 I find brands that use Instagram's AR filters to be more innovative and engaging
Particulars Respondents Percentage
Strongly disagree 6 2.9
Disagree 17 8.3
Neither agree not disagree 51 24.9
Agree 97 47.3
Strongly agree 34 16.6
Total 205 100.0

The above table explains that, out of 205 respondents 2.9% strongly disagree, 8.3% disagree,
24.9% neither agree nor disagree, 47.3% agree, 16.6% strongly agree for brands that use
Instagram's AR filters to be more innovative and engaging.

Graph 4.23 I find brands that use Instagram's AR filters to be more innovative and engaging

3%

17% 8%

25%

47%

Interpretation:
The above graph explains that, find brands that use Instagram's AR filters to be more innovative
and engaging, where 47% mostly agree and the 3% strongly disagree which is least and others
8% disagree, 25% neither agree nor disagree, 17% strongly agree.

45
Table 4.24 The use of user-generated content through Instagram's interactive features (e.g.
resharing stories) enhance my connection to the brand
Particulars Respondents Percentage
Strongly disagree 6 2.9
Disagree 20 9.8
Neither agree not disagree 47 22.9
Agree 100 48.8
Strongly agree 32 15.6
Total 205 100.0

The above table analyze that, out of 205 respondents 2.9% strongly disagree, 9.8% disagree,
22.9% neither agree nor disagree, 48.8% agree, 15.6% strongly agree for use of user-generated
content through Instagram's interactive features (e.g. resharing stories) enhance my connection
to the brand.

Graph 4.24 The use of user-generated content through Instagram's interactive features (e.g.
resharing stories) enhance my connection to the brand

15% 3% 10%

23%

49%

Interpretation:
The above graph explains that, use of user-generated content through Instagram's interactive
features enhances my connection to the brand, where 49% mostly agree and the 3% strongly
disagree which is least and others 10% disagree, 23% neither agree nor disagree, 15% strongly
agree.
46
Table 4.25 Interactive features on Instagram make me fell more involved with the brand
Particulars Respondents Percentage
Strongly disagree 12 5.9
Disagree 17 8.3
Neither agree not disagree 42 20.5
Agree 102 49.8
Strongly agree 32 15.6
Total 205 100.0

The above table stats that, out of 205 respondents 5.9% strongly disagree, 8.3% disagree, 20.5%
neither agree nor disagree, 49.8% agree, 15.6% strongly agree for Interactive features on
Instagram make me fell more involved with the brand.

Graph 4.25 Interactive features on Instagram make me fell more involved with the brand

16% 6%
8%

20%

50%

Interpretation:
The above graph elucidates that, Interactive features on Instagram make me fell more involved
with the brand, where 50% mostly agree and the 6% strongly disagree which is least and others
8% disagree, 20% neither agree nor disagree, 16% strongly agree.

47
Table 4.26 I spend more time on a brand's Instagram page when they use interactive elements
Particulars Respondents Percentage
Strongly disagree 8 3.9
Disagree 16 7.8
Neither agree not disagree 41 20.0
Agree 106 51.7
Strongly agree 34 16.6
Total 205 100.0

According to the above table, of the 205 respondents, 3.9% strongly disagree, 7.8% disagree,
20.0% neither agree nor disagree, 51.7% agree, and 16.6% strongly agree that consumers should
spend more time on a brand's Instagram profile when interactive aspects are used.

Graph 4.26 I spend more time on a brand's Instagram page when they use interactive elements

4% 8%
16%

20%

52%

Interpretation:
The above graph indicates that, spend more time on a brand's Instagram page when they use
interactive elements, where 52% mostly agree and the 4% strongly disagree which is least and
others 8% disagree, 20% neither agree nor disagree, 16% strongly agree.

48
Table 4.27 Instagram's interactive features (polls, quizzes, etc.) increases my interest in the
brands content
Particulars Respondents Percentage
Strongly disagree 5 2.4
Disagree 14 6.8
Neither agree not disagree 54 26.3
Agree 96 46.8
Strongly agree 36 17.6
Total 205 100.0

From the above table we can understand that, out of 205 respondents 2.4% strongly disagree,
6.8% disagree, 26.3% neither agree nor disagree, 46.8% agree, 17.6% strongly agree for
Instagram's interactive features (polls, quizzes, etc.) increases my interest in the brands content

Graph 4.27 Instagram's interactive features (polls, quizzes, etc.) increases my interest in the
brands content

2% 7%
18%

26%

47%

Interpretation:
The above graph explains that, Instagram's interactive features (polls, quizzes, etc.) increases
my interest in the brands content, where 47% mostly agree and the 2% strongly disagree which
is least and others 7% disagree, 26% neither agree nor disagree, 18% strongly agree.

49
Table 4.28 I am more likely to share brands Instagram post if it includes interactive features
Particulars Respondents Percentage
Strongly disagree 9 4.4
Disagree 15 7.3
Neither agree not disagree 44 21.5
Agree 104 50.7
Strongly agree 33 16.1
Total 205 100.0

The above table indicates that, out of 205 respondents 4.4% strongly disagree, 7.3% disagree,
21.5% neither agree nor disagree, 50.7% agree, 16.1% strongly agree more likely to share
brands Instagram post if it includes interactive features

Graph 4.28 I am more likely to share brands Instagram post if it includes interactive features

16% 4% 7%

22%

51%

Interpretation:
The above graph explains that, Instagram's interactive features (polls, quizzes, etc.) increases
my interest in the brands content, where 51% mostly agree and the 4% strongly disagree which
is least and others 7% disagree, 22% neither agree nor disagree, 16% strongly agree.

50
Table 4.29 Interactive Instagram stories make more likely to return to the brands profile
Particulars Respondents Percentage
Strongly disagree 8 3.9
Disagree 21 10.2
Neither agree not disagree 40 19.5
Agree 105 51.2
Strongly agree 31 15.1
Total 205 100.0

The above table stats that, out of 205 respondents 3.9% strongly disagree, 10.2% disagree,
19.5% neither agree nor disagree, 51.2% agree, 15.1% strongly agree for Interactive Instagram
stories make more likely to return to the brands profile

Graph 4.29 Interactive Instagram stories make more likely to return to the brands profile

15% 4%
10%

20%

51%

Interpretation:
The above graph explains that, Interactive Instagram stories make more likely to return to the
brands profile, where 51% mostly agree and the 4% strongly disagree which is least and others
10% disagree, 20% neither agree nor disagree, 15% strongly agree.

51
Table 4.30 The use of interactive features by brands on Instagram enhance my loyalty to them
Particulars Respondents Percentage
Strongly disagree 3 1.5
Disagree 16 7.8
Neither agree not disagree 56 27.3
Agree 100 48.8
Strongly agree 30 14.6
Total 205 100.0

The above stats that, out of 205 respondents 1.5% strongly disagree, 7.8% disagree, 27.3%
neither agree nor disagree, 48.8% agree, 14.6% strongly agree for use of interactive features by
brands on Instagram enhance my loyalty to them.

Graph 4.30 The use of interactive features by brands on Instagram enhance my loyalty to them

1%

15% 8%

27%

49%

Interpretation:
The above graph explains that, use of interactive features by brands on Instagram enhance my
loyalty to them, where 49% mostly agree and the 1% strongly disagree which is least and others
8% disagree, 27% neither agree nor disagree, 15% strongly agree.

52
Table 4.31 I feel more inclined to participate in brand - related discussion on Instagram when
interactive features are used
Particulars Respondents Percentage
Strongly disagree 7 3.4
Disagree 22 10.7
Neither agree not disagree 54 26.3
Agree 92 44.9
Strongly agree 30 14.6
Total 205 100.0

The above indicates that, out of 205 respondents 3.4% strongly disagree, 10.7% disagree, 26.3%
neither agree nor disagree, 44.9% agree, 14.6% strongly agree for feel more inclined to
participate in brand - related discussion on Instagram when interactive features are used.

Graph 4.31 I feel more inclined to participate in brand - related discussion on Instagram when
interactive features are used

15% 3%
11%

26%

45%

Interpretation:
The above graph explains that, feel more inclined to participate in brand - related discussion on
Instagram when interactive features are used, where 45% mostly agree and the 3% strongly
disagree which is least and others 11% disagree, 26% neither agree nor disagree, 15% strongly
agree.
53
Table 4.32 The interactive features on Instagram posts / stories improve my perception of the
brand's creativity
Particulars Respondents Percentage
Strongly disagree 8 3.9
Disagree 21 10.2
Neither agree not disagree 45 22.0
Agree 96 46.8
Strongly agree 35 17.1
Total 205 100.0

The above indicates that, out of 205 respondents 3.9% strongly disagree, 10.2% disagree, 22.0%
neither agree nor disagree, 46.8% agree, 17.1% strongly agree for interactive features on
Instagram posts / stories improve my perception of the brand's creativity

Graph 4.32 The interactive features on Instagram posts / stories improve my perception of the
brand's creativity

4%
17% 10%

22%

47%

Interpretation:
The above graph explains that, interactive features on Instagram posts / stories improve my
perception of the brand's creativity, where 47% mostly agree and the 4% strongly disagree
which is least and others 10% disagree, 22% neither agree nor disagree, 17% strongly agree.

54
Table 4.33 Brands that utilize interactive features on Instagram feel more approachable and
engaging
Particulars Respondents Percentage
Strongly disagree 13 6.3
Disagree 16 7.8
Neither agree not disagree 47 22.9
Agree 99 48.3
Strongly agree 30 14.6
Total 205 100.0

The above indicates that, out of 205 respondents 6.3% strongly disagree, 7.8% disagree, 22.9%
neither agree nor disagree, 48.3% agree, 14.6% strongly agree for the Brands that utilize
interactive features on Instagram feel more approachable and engaging

Graph 4.33 Brands that utilize interactive features on Instagram feel more approachable and
engaging

15% 6%
8%

23%

48%

Interpretation:
The above graph explains that, Brands that utilize interactive features on Instagram feel more
approachable and engaging, where 48% mostly agree and the 8% strongly disagree which is
least and others 8% disagree, 23% neither agree nor disagree, 15% strongly agree.

55
Table 4.34 My likelihood of purchasing from a brand increase when they use Instagram's
interactive features effectively
Particulars Respondents Percentage
Strongly disagree 5 2.4
Disagree 16 7.8
Neither agree not disagree 41 20.0
Agree 106 51.7
Strongly agree 37 18.0
Total 205 100.0

The above stats that, out of 205 respondents 2.4% strongly disagree, 7.8% disagree, 20.0%
neither agree nor disagree, 51.7% agree, 18.0% strongly agree likelihood of purchasing from a
brand increase when they use Instagram's interactive features effectively

2% 8%
18%

20%

52%

Interpretation:
The above graph indicates the, likelihood of purchasing from a brand increase when they use
Instagram's interactive features effectively, where 52% mostly agree and the 2% strongly
disagree which is least and others 8% disagree, 20% neither agree nor disagree, 18% strongly
agree.

56
REALIBILTY TEST

Interpretation and Analysis of Reliability Statistics:

The Cronbach's Alpha coefficient reported is 0.88 for a total of 34 items. Cronbach's Alpha is a
measure of internal consistency, indicating how closely related a set of items are as a group. In
this case, an Alpha value of 0.88 suggests that the scale or questionnaire used in the research is
highly reliable.

A Cronbach’s Alpha value between 0.70 and 0.90 is generally considered good, implying that
the items have high internal consistency. This means the 34 items included in the scale are likely
measuring the same underlying concept, which enhances the credibility and reliability of the
findings drawn from the survey.
Factor Analysis: In order to identify underlying relationships between the variables, factor
analysis is a statistical approach that divides a large number of variables into a smaller number
of factors or components. The main goal is to reduce the dimensionality of the data while
retaining as much of the original variance as is practical. This technique is widely used in
research to identify significant variables that influence observed results, understand the
structure of correlations between variables, and uncover patterns in complex data. By revealing
latent variables, or factors, that explain correlations between observed variables but are not
directly measured, factor analysis facilitates data interpretation in this way. It is widely used in
the social sciences, psychology, market research, and other fields where understanding basic
ideas is essential.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .892
Approx. Chi-Square 936.645
Bartlett's Test of Sphericity df 105
Sig. .000

A high degree of sample adequacy is indicated by the Kaiser-Meyer-Olkin (KMO) value of

0.892, which suggests that factor analysis is appropriate for the data. The significant results of
Bartlett's Test of Sphericity (p =.000) attest to the sufficiency of the variable correlations for
factor analysis.

57
 Communalities

Initial Extraction

11. Instagram stories features (poll, questions,etc) enhance my overall engagement with 1.000 .724
brands
12. I am more likely to engage with a brand on Instagram that uses interactive features 1.000 .589
regularly
1.000 .445
13. Interactive features on Instagram stories make me feel more connected to the brand
1.000 .619
14. I prefer brands that use Instagram like to interact with their audience
1.000 .618
15. Instagram interactive stickers(polls,quizzes,etc.) influence my purchasing decision
1.000 .487
16. The use of interactive features in Instagram posts encourages me to leave comments
1.000 .509
17. I fell more valued by brands that respond to my interactions on Instagram
18. Instagram's direct messaging feature enhance my customer service experience with 1.000 .424
brands
1.000 .371
19. I enjoy participating in Instagram contests and giveaways that use interactive features
20. The use of Instagram interactive features by a brand make their content more 1.000 .526
memorable
21. I am more likely to follow brands that use Instagram 's interactive features effectively 1.000 .492
22. Instagram interactive features (e.g:swipe up linkes,tags)make it easier for me to 1.000 .532
explore product / services
23. Interactive content on Instagram increases my trust in the brand 1.000 .557

1.000 .421
24. I find brands that use Instagram's AR filters to be more innovative and engaging
25. The use of user-generated content through Instagram's interactive features 1.000 .464
(e.g.resharing stories) enhance my connection to the brand
Extraction Method: Principal Component Analysis.

The communality values indicate how much of the variance in each variable is explained by
the extracted factors. Most of values are moderate, ranging from 0.309 to 0.483, suggesting that
a fair portion of each variable's variance is accounted for by the main component analysis

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
Total % of Loadings
Cumulative Total % of Cumulative Loadings
Total % of Cumulative
1 5.607 Variance
37.378 %
37.378 5.607 Variance
37.378 %
37.378 3.065 Variance
20.430 %
20.430
2 1.164 7.757 45.135 1.164 7.757 45.135 2.803 18.690 39.120
3 1.009 6.728 51.863 1.009 6.728 51.863 1.911 12.743 51.863
4 .949 6.328 58.190
5 .770 5.134 63.324
6 .741 4.937 68.261
7 .713 4.751 73.012
8 .684 4.559 77.571
9 .611 4.071 81.643
10 .588 3.919 85.562
11 .532 3.544 89.106

58
 12 .470 3.133 92.239
13 .439 2.927 95.166
14 .407 2.711 97.877
15 .318 2.123 100.000
Extraction Method: Principal Component Analysis.
factors.
The Total Variance Explained table demonstrates the eigenvalues of the first three
components. greater than 1, collectively explaining 51.863% of the total variance. After
rotation, these three components still capture the majority of the variance, with a cumulative
total of 51.863%, improving interpretability by distributing the explained variance more evenly
across the components.

Rotated Component Matrixa

Component
1 2 3
11. Instagram stories features (poll, questions,etc) enhance my overall engagement .829
with brands
12. I am more likely to engage with a brand on Instagram that uses interactive .724
features regularly
13. Interactive features on Instagram stories make me feel more connected to the .459 .462
brand
14. I prefer brands that use Instagram like to interact with their audience .754
15. Instagram interactive stickers(polls,quizzes,etc.) influence my purchasing .727
decision
16. The use of interactive features in Instagram posts encourages me to leave .621
comments
17. I fell more valued by brands that respond to my interactions on Instagram .579
18. Instagram's direct messaging feature enhance my customer service experience .523
with brands

19. I enjoy participating in Instagram contests and giveaways that use interactive .467
features
20. The use of Instagram interactive features by a brand make their content more .705
memorable
21. I am more likely to follow brands that use Instagram 's interactive features .648
effectively
22. Instagram interactive features (e.g:swipe up linkes,tags)make it easier for me to .679
explore product / services
23. Interactive content on Instagram increases my trust in the brand .663
24. I find brands that use Instagram's AR filters to be more innovative and engaging .401 .427
25. The use of user-generated content through Instagram's interactive features .407 .546
(e.g.resharing stories) enhance my connection to the brand
Extraction Method: Principal Component Analysis.
a.Rotation
RotationMethod:
converged in 6 iterations.
Varimax with Kaiser Normalization.

The Rotated Component Matrix shows that every item significantly contributes to at least one
of the three identified components, based on a factor loading cutoff of 0.40.

59
 Factor Total variance Loading Items
Brand 37.378% .459 13. Interactive features on Instagram stories make me feel more
Interaction connected to the brand
Through .754 14. I prefer brands that use Instagram like to interact with their
Instagram audience
Features .727 15. Instagram interactive stickers(polls,quizzes,etc.) influence my
purchasing decision
.621 16. The use of interactive features in Instagram posts encourages
me to leave comments
.579 17. I fell more valued by brands that respond to my interactions on
Instagram
.523 18. Instagram's direct messaging feature enhance my customer
service experience with brands
.467 19. I enjoy participating in Instagram contests and giveaways that
use interactive features
Building Brand 45.135% .705 20. The use of Instagram interactive features by a brand make their
Trust and content more memorable
Visibility .648 21. I am more likely to follow brands that use Instagram 's
through interactive features effectively
Instagram .679 22. Instagram interactive features (e.g:swipe up linkes,tags)make it
Features. easier for me to explore product / services
.663 23. Interactive content on Instagram increases my trust in the brand
546 25. The use of user-generated content through Instagram's
interactive features (e.g.resharing stories) enhance my connection to
the brand
Connection and 51.863 .829 11. Instagram stories features (poll, questions,etc) enhance my
Innovation overall engagement with brands
through .724 12. I am more likely to engage with a brand on Instagram that uses
Instagram interactive features regularly
Stories and .462 13. Interactive features on Instagram stories make me feel more
Features connected to the brand
.427 24. I find brands that use Instagram's AR filters to be more
innovative and engaging

Instagram Consumer Engatement

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .867
Approx. Chi-Square 601.083
Bartlett's Test of Sphericity
df 45
Sig. .000

A high degree of sample adequacy is indicated by the Kaiser-Meyer-Olkin (KMO) value of

0.892, which suggests that factor analysis is appropriate for the data. The significant results of
Bartlett's Test of Sphericity (p =.000) attest to the sufficiency of the variable correlations for
factor analysis.

60
 Communalities
Initial Extraction

26. Interactive features on Instagram make me fell more involved with the 1.000 .463
brand

27. I spend more time on a brand's Instagram page when they use interactive 1.000 .483
elements

28. Instagram's interactive features (polls, quizzes,etc.) increases my interest 1.000 .407
in the brands content

29. I am more likely to share brands Instagram post if it includes interactive 1.000 .330
features

30. Interactive Instagram stories make more likely to return to the brands 1.000 .483
profile

31. The use of interactive features by brands on Instagram enhance my 1.000 .369
loyalty to them

32. I feel more inclined to participate in brand - related discussion on 1.000 .475
Instagram when interactive features are used.

33. The interactive features on Instagram posts / stories improve my 1.000 .481
perception of the brand's creativity

34. Brands that utilize interactive features on Instagram feel more 1.000 .409
approachable and engaging

35. My likelihood of purchasing from a brand increases when they use 1.000 .309
Instagram's interactive features effectively

Extraction Method: Principal Component Analysis.

The communality values Declare how much of the variance in each variable is explained by
the components that were extracted. The majority of the results, which vary from 0.309 to 0.483,
are moderate and suggest that a significant portion of the variance in each variable is explained
by the variables identified by principal component analysis.
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 4.209 42.091 42.091 4.209 42.091 42.091
2 .968 9.676 51.766
3 .927 9.266 61.032
4 .763 7.630 68.662
5 .705 7.045 75.708
6 .641 6.411 82.119
7 .557 5.567 87.686
8 .462 4.624 92.310
9 .402 4.017 96.328
10 .367 3.672 100.000

Extraction Method: Principal Component Analysis.

61
 The Total Variance Explained table reveals that the first component possesses an eigenvalue
larger than 1and accounts for 42.091% of the variance, indicating a strong primary factor, while
subsequent components contribute less variance individually and do not exceed the threshold
for significance in explaining the overall data structure.

Component Matrixa
Component

26. Interactive features on Instagram make me fell more involved with the brand .681

27. I spend more time on a brand's Instagram page when they use interactive elements .695

28. Instagram's interactive features (polls, quizzes,etc.) increases my interest in the brands content .638

29. I am more likely to share brands Instagram post if it includes interactive features .575

30. Interactive Instagram stories make more likely to return to the brands profile .695

31. The use of interactive features by brands on Instagram enhance my loyalty to them .607

32. I fell more inclined to participate in brand - related discussion on Instagram when interactive features are used .689

33. The interactive features on Instagram posts / stories improve my perception of the brand's creativity .694

34. Brands that utilize interactive features on Instagram feel more approachable and engaging .639

35. My likelihood of purchasing from a brand increases when they use Instagram's interactive features effectively .556

Extraction Method: Principal Component Analysis.

a. 1 components extracted.

Based on a factor loading cutoff of 0.40, the Rotated Component Matrix reveals that all items
have significant contributions to at least one of the three identified components.
Factor Total variance Loading Items
Instagram Consumer 42.091% .681 26. Interactive features on Instagram make me fell more involved
Engagement .695 with
27. I the brand
spend more time on a brand's Instagram page when they use
.638 interactive
28. elements
Instagram's interactive features (polls, quizzes,etc.) increases
.575 my Iinterest
29. am more in the brands
likely content
to share brands Instagram post if it includes
.695 interactive
30. features
Interactive Instagram stories make more likely to return to the
.607 brands
31. Theprofile
use of interactive features by brands on Instagram enhance
.689 my Iloyalty
32. to them
fell more inclined to participate in brand - related discussion
.694 on
33.Instagram when features
The interactive interactive
on features
Instagramareposts
used/ stories improve
.639 my Brands
34. perception
thatof the brand's
utilize creativity
interactive features on Instagram feel more
.556 approachable
35. and engaging
My likelihood of purchasing from a brand increases when they
use Instagram's interactive features effectively

Regression: Examining the link between one or more independent variables and a dependent
variable is done statistically using regression. In order to make predictions and acquire insights,

62
the primary goal of regression analysis is to model and understand the relationship between
changes in the independent variables and changes in the dependent variable. The technique of
fitting a straight line, or regression line, to data points in order to ascertain the average
relationship between them is known as linear regression. The slope of this line helps determine
the direction and strength of the link, even though the entire model shows how well the
independent factors explain the variation in the dependent variable. In several academic
domains, regression analysis is a widely used technique for forecasting outcomes, finding.
Model Summary: The Model Summary provides key metrics that describe how well the
independent variables ("Connection and Innovation," "Brand Trust and Visibility," and "Brand
Interaction" through Instagram features) predict the dependent variable. It includes the
correlation coefficient (R), the proportion of variance explained (R Square), and the model's
overall fit.
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate

1 .542a .294 .283 .84660343

a. Predictors: (Constant), Connection and Innovation through Instagram Stories

and Features, Building Brand Trust and Visibility through Instagram Features.,
Brand Interaction Through Instagram Features

The model shows an R value of 0.542, showing that the outcome variable and the predictors
have a somewhat positive connection. The R Square value of 0.294 signifies that 29.4% of
the variance in the dependent variable is explained by independent variables, with an adjusted
R Square of 0.283 suggesting that the model even after taking into consideration any possible
overfitting, maintains its explanatory power.
ANOVA: The ANOVA table assesses the overall significance of the regression model by
comparing the variance explained by the predictors to the unexplained variance, determining if
the model effectively predicts the dependent variable.
ANOVA
Model Sum of Squares df Mean Square F Sig.

Regression 59.936 3 19.979 27.874 .000b

1 Residual 144.064 201 .717

Total 204.000 204

a. Dependent Variable: Instagram Consumer Engagement

b. Predictors: (Constant), Connection and Innovation through Instagram Stories and Features, Building
Brand Trust and Visibility through Instagram Features., Brand Interaction Through Instagram Features

63
The model shows a significant F-statistic of 27.874 (p = .000), indicating that the independent
variables collectively explain a significant portion of variance in Instagram Consumer
Engagement, confirming the model’s effectiveness.
Coefficients: The Coefficients table shows the direction and strength of each independent
variable's influence on Instagram Consumer Engagement, providing information on the effects
of each independent variable on the dependent variable.
Coefficients
Model Unstandardized Coefficients Standardized t Sig.
Coefficients

B Std. Error Beta

(Constant) -1.000E-013 .059 .000 1.000

Brand Interaction Through -.380 .072 -.380 -5.248 .000

Instagram Features

Building Brand Trust and -.187 .063 -.187 -2.977 .003

1 Visibility through Instagram
Features.

Connection and Innovation .688 .075 .688 9.145 .000

through Instagram Stories and
Features

a. Dependent Variable: Instagram Consumer Engagement

Connection and Innovation through Instagram Stories and Features" has the most
significant positive effect (B = 0.688, p = .000), while both "Brand Interaction Through
Instagram Features" (B = -0.380, p = .000) and "Building Brand Trust and Visibility" (B =
-0.187, p = .003) have negative but significant impacts on consumer engagement.
The regression equation:
Instagram Consumer Engagement = -0.380 * (Brand Interaction Through Instagram
Features) - 0.187 * (Building Brand Trust and Visibility through Instagram Features) + 0.688 *
(Connection and Innovation through Instagram Stories and Features)
shows how each independent variable influences Instagram consumer engagement:
1. Connection and Innovation through Instagram Stories and Features has a positive
coefficient (0.688), suggesting that as this factor increases, consumer engagement is
significantly enhanced. It is the strongest predictor in the model, indicating that creative and
innovative use of Instagram Stories significantly boosts engagement.
2. Brand Interaction Through Instagram Features has a negative coefficient (-0.380),
indicating that an increase in this factor correlates with a decrease in consumer engagement.
64
 This might imply that when engaging with brands is important, certain types of interactions
might not always be engaging for consumers.
3. Building Brand Trust and Visibility through Instagram Features also has a negative
coefficient (-0.187), though the effect is weak than the "Brand Interaction" factor. This
implies that even while trust and visibility are essential for branding, their impact on
immediate consumer engagement might be less direct or even inversely related in some
contexts.
Overall, the equation illustrates how different aspects of Instagram's interactive features relate
differently to consumer engagement, with "Connection and Innovation" playing a highly
positive role, while "Brand Interaction" and "Building Trust and Visibility" show negative
associations.

65
 CHAPTER 5
FINDINGS AND SUGGESTION
Findings
The findings of the analysis reveal that the use of interactive features on Instagram significantly
impacts consumer engagement in varying ways. The strongest influence comes from how
brands creatively use Instagram Stories and other interactive features to foster a sense of
connection with their audience. This approach greatly enhances engagement, demonstrating
that clients are more inclined to engage in constructive interactions when they perceive a sense
of innovation and personalization in the content.
Interestingly, while brand interaction through features like polls, comments, and quizzes is
important, it does not always result in increased customer involvement. These connections may
occasionally even result in lower levels of engagement, indicating that not all brand-consumer
interactions on Instagram are created equal. This highlights the importance of a strategic
approach to using interactive features that truly resonate with the audience rather than merely
increasing the quantity of interaction.
Moreover, building brand trust and visibility through Instagram features appears to have a
moderate impact on consumer engagement, but not always in a direct or positive manner. While
trust is crucial for overall brand perception, it does not automatically lead to increased
engagement, which points to a more intricate relationship between these elements. Therefore,
the findings underscore the complexity of consumer behavior on Instagram and highlight the
need for a balanced and creative approach to leveraging interactive features for maximum
engagement.

Suggestions: Based on the finding’s suggestions are as follows

1. Enhance Creativity in Storytelling: Brands should focus on using Instagram Stories and
interactive features innovatively to build a stronger sense of connection with their audience.
Incorporating elements like polls, quizzes, and interactive stickers in Stories not only
engages consumers but also creates memorable experiences, encouraging repeat
interactions.
2. Quality Over Quantity in Interactions: Rather than focusing on the frequency of
interactive posts, brands should ensure that interactions are meaningful and add value to the
consumer experience. Personalized and thoughtful engagement strategies can enhance
consumer connection more successfully than merely raising the quantity of exchanges.

66
3. Balance Trust-Building and Engagement: While building trust and visibility through
interactive features is important, brands should ensure these efforts align with content that
naturally encourages consumer participation. Using features that both promote brand values
and invite active involvement, such as user-generated content campaigns or contests, can
help balance trust-building with active engagement.
4. Leverage Direct Messaging for Deeper Connection: Since interactive features like direct
messaging enhance customer service experiences, brands should use DMs to foster one-on-
one communication, provide support, and build stronger consumer relationships, which can
lead to long-term engagement and loyalty.
5. Monitor and Adjust Based on Engagement Metrics: Regularly analyzing consumer
responses to different interactive features is key. Brands should track which elements
generate positive engagement and adjust their strategies accordingly to ensure that their
approach remains both effective and aligned with consumer preferences.

Conclusion
The study concludes that the strategic use of interactive features on Instagram is crucial for
enhancing consumer engagement. Among these features, creativity and innovation play a
significant role, especially through Instagram Stories. When used effectively, Stories create a
sense of connection and personalization that encourages consumers to interact positively with
the brand. The ability to tailor content to the audience's interests makes these interactions more
engaging and meaningful, leading to deeper connections.
However, the study further observes that not all the interactions on the platform are equally
effective. Merely increasing the quantity of interactive elements like polls, comments, and
quizzes does not always equate to increased engagement. In some cases, overuse or irrelevant
application of these features may actually lead to reduced engagement, as consumers may find
them overwhelming or uninteresting. This highlights the need for a thoughtful and resonant
approach, ensuring that each interactive element adds value and encourages meaningful
participation.
In addition, while building brand trust and visibility through Instagram features is crucial for
creating a favorable brand image, yet these actions do not always result in customer
engagement. The study suggests a more complex relationship between brand perception and
engagement, where trust and visibility serve as long-term aspects of brand building but do not
directly impact the immediate consumer actions that define engagement.

67
Ultimately, brands must adopt a balanced and creative strategy that aligns interactive features
with both consumer interests and the brand's perception. A thoughtful approach to using these
features, focusing on relevance and innovation, will enable brands to maximize consumer
engagement on Instagram effectively. By ensuring that interactive elements are purposeful and
resonate with the audience, brands can foster more meaningful connections and enhance their
overall impact on the platform.

68
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 ANNEXTURE

1. Name:

2. Gender
a) Male ☐
b) Female ☐

3. Age
a) 15-18 ☐
b) 18-30 ☐
c) 30-60 ☐
d) 60 Above ☐

4. Education
a) SSLC ☐
b) PUC ☐
c) Under graduate ☐
d) Post graduate ☐

5. Are you
a) A housewife ☐
b) Private employee ☐
c) Self employed ☐
d) Government employee ☐

6. Income
a) Less than Rs 30000 ☐
b) Rs 30,000- Rs 60,000 ☐
c) Rs 60,000- Rs90,000 ☐
d) Rs 90,000 and above ☐

7. Martial status
a) Single ☐
b) Married ☐
72
 8. No. of family members
a) 2 members ☐
b) 2-4 members ☐
c) 4-6 members ☐
d) More than 6 members ☐

Part –B

9. Do you use social media

a) Yes ☐
b) No ☐
If yes, continue responding
If no, thank you for responding

10. Are you on Instagram

a) Yes ☐
b) No ☐
If yes, continue responding
If no, thank you for responding

Listed below are the statements of consumer engagement strategies of instagram please indicate how strongly you
agree or disagree to the statement by placing a tick mark ( ) on the statement
1= Strongly disagree
2= Disagree
3= Neither agree nor disagree
4= Agree
5= Strongly agree
Sl Statements 1 2 3 4 5
no. Instagram Interactive Features.
1 Instagram stories features (poll, questions, etc) enhance my overall engagement 1 2 3 4 5
2 Iwith
am brands.
more likely to engage with a brand on Instagram that uses interactive features 1 2 3 4 5
3 regularly.
Interactive features on Instagram stories make me feel more connected to the 1 2 3 4 5
4 Ibrand
prefer. brands that use Instagram Like to interact with their audience. 1 2 3 4 5
5 Instaram’s interactive stickers ( polls,quizzes,etc.) influence my purchasing 1 2 3 4 5
6 decision.
The use of interactive features in instagram posts encourages me to leave 1 2 3 4 5
7 comments.
I feel more valued by brands that respond to my interactions on instagram. 1 2 3 4 5

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8 Instagram’s direct messaging feature enhance my customer service experience 1 2 3 4 5
9 Iwith brands.
enjoy participating in Instagram contests and giveaways that use interactive 1 2 3 4 5
10 features.
The use of instagram interactive features by a brand make their content more 1 2 3 4 5
11 memorable.
I am more likely to follow brands that use Instagram’s interactive features 1 2 3 4 5
12 effectively.interactive features (e.g: swipe up links, tags ) make it easier for me to
Instagram 1 2 3 4 5
13 explore product
Interactive / services.
content on Instagram increases my trust in the brand. 1 2 3 4 5
14 I find brands that use intagram’s AR filters to be more innovative and engaging. 1 2 3 4 5
15 The use of user-generated content trough Instagram’s interactive features(e.g., 1 2 3 4 5
resharing
Instagram stories) enhance
Consumer my connection to the brand.
Engagement
16 Interactive features on Instagram make me fell more involed with the brand. 1 2 3 4 5
17 I spend more time on a brand’s Instagram page when they use interactive elements. 1 2 3 4 5
18 Instagram’s interactive features (polls,quizzes,etc.) increases my interest in the 1 2 3 4 5
19 Ibrand’s
am morecontent.
likely to share a brands Instagram post if it includes interactive features. 1 2 3 4 5
20 Interactive Instagram stories make me more likely to return to the brand’s profile. 1 2 3 4 5
21 The use of interactive features by brands on istagram enhances my loyalty to them. 1 2 3 4 5
22 I fell more inclined to participate in brand-related discussions on Instagram when 1 2 3 4 5
23 interactive features
The interactive are used.
features on Instagram posts/stories improve my perception of the 1 2 3 4 5
24 brand’s that
Brands creativity.
utilize interactive features on instagram feel more approachable and 1 2 3 4 5
25 engaging.
My likelihood of purchasing from a brand increases when they use Instagram’s 1 2 3 4 5
interactive features effectively.

74