The impact of instagram reels on millenial consumer behavior and brand engagement
Author
Kavvadias, Anastasios
Term
4. term
Publication year
2024
Submitted on
2024-10-16
Pages
66
Abstract
This study examines how Instagram Reels influence Millennials’ purchase decisions, brand loyalty, brand perception, and overall engagement, and considers the format’s role in digital marketing strategies targeting this demographic. Grounded in Uses and Gratifications theory, the research employs a quantitative, cross-sectional questionnaire to capture respondents’ engagement with Reels, perceptions of brand authenticity and trust, and likelihood of purchasing and recommending products featured in Reels. Statistical analyses (including descriptive statistics, reliability testing, regression, and correlation) indicate that Reels effectively raise brand awareness and initial interaction, while their impact on purchasing behavior and brand choice is more nuanced. Many participants express willingness to interact with and buy products seen in Reels, yet a substantial share remains skeptical about the legitimacy of featured products and brands. Creativity, relevance, and strong visuals are key drivers of engagement, but Reels alone are not considered sufficient to build long-term reach and loyalty. Practically, marketers should prioritize aesthetically appealing, meaningful content tailored to Millennials and invest in trust-building to deepen relationships and sustain loyalty. The study also highlights the need for further research into the psychological factors shaping Reels use and the evolving role of influencers in building trust and brand engagement.
Dette studie undersøger, hvordan Instagram Reels påvirker millennials’ købsbeslutninger, brandloyalitet, brandopfattelse og overordnet engagement, samt hvilken rolle formatet spiller i digitale marketingstrategier rettet mod denne målgruppe. Med afsæt i Uses and Gratifications-teori og en kvantitativ, tværsnitsbaseret spørgeskemaundersøgelse indsamlede projektet svar om brugeres engagement med Reels, deres opfattelse af brandautenticitet og tillid samt deres sandsynlighed for at købe og anbefale produkter set i Reels. De statistiske analyser (bl.a. deskriptiv statistik, reliabilitet, regression og korrelation) peger på, at Reels har stor effekt på brandkendskab og indledende interaktion, mens påvirkningen af købsadfærd og mærkevalg er mere nuanceret. Mange respondenter er villige til at interagere med og købe produkter fra Reels, men en betydelig andel betvivler fortsat produkternes og brandenes legitimitet. Kreativitet, relevans og visuelle kvaliteter fremstår som centrale drivkræfter for engagement, men Reels alene vurderes ikke at kunne opbygge langsigtet rækkevidde og loyalitet. Praktisk indebærer det, at marketingfolk bør udvikle æstetisk tiltalende og meningsfuldt indhold målrettet millennials og samtidig aktivt opbygge tillid for at løfte relationen og fastholde loyalitet. Studiet peger desuden på behovet for forskning i de psykologiske faktorer bag brugen af Reels og influenceres nye rolle i at skabe tillid og engagement.
[This apstract has been generated with the help of AI directly from the project full text]