The influence of brand gender on consumer brand engagement on Instagram / Léa COCAIGN / 2020

Titre : The influence of brand gender on consumer brand engagement on Instagram Type de document : Mémoire Auteurs : Léa COCAIGN, Auteur Année de publication : 2020 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; MARQUE Entreprise INSTAGRAM Résumé : This paper contributes to prior marketing literature studying brand gender and its impact on consumer behavior. More precisely, we propose a conceptual framework to investigate how the two gender dimensions of brand personality influence the consumer brand engagement on Instagram. The moderating effects of biological sex and gender identity on this relationship are also considered. Instagram has been chosen, as it is becoming an increasingly used social network, becoming a key communication tool to understand for companies and brands. Thus, our research question is the following: To what extent does brand gender influence consumer brand engagement on Instagram? To test our different hypotheses, a quantitative study had been conducted, to understand the online behaviors of consumers on a certain category of products (luxury and sports apparel). Consumers were asked if they followed, on Instagram, specific brands, targeted as high in femininity or high in masculinity, and if yes, to answer questions regarding their perception of these brand, their online behavior towards these brands, and their perception of themselves. This enabled us to test the influence of the feminine/masculine brand personality traits on the engagement of consumers online and the impact that the sex of the individuals or their perceived gender identity could have as a moderator. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531077