Chapter 5 Conclusion
5.2 Implications
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5.2 Implications
Based on the insight of this study, it can be a good reference for marketers whose target audiences are senior high school students in Taiwan. From the result of this study, Instagram did have partial influence on increasing senior high school students’ brand experience and advertisement effectiveness. This is especially true when it comes to apparel, food &
beverage brands. These brands that participants are more familiar with had more influence on increasing their brand experience and also improve its advertisement effectiveness. However, Instagram did not have direct influence on participants’ purchase intention. There are other factors in influencing students’ purchase intention. Nevertheless, Instagram can still be a place for maintaining relationship with consumers. Instagram is a great channel to attract younger audiences, to raise the brand awareness, and to maintain brand-consumer relationship. Several things should be noted when planning marketing strategies on Instagram.
Instagram would be a good platform for weaker brands, or brands that participants were less familiar with. As long as the brands could provide creative Instagram contents that participants can relate to, it would greatly enhance the strength of a brand and its marketing success on Instagram.
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APPENDICES
APPENDIX A Quasi-experiment Measurements
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