Instagrammable trend and the consumer experience

Siancas-Fajardo C.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2021)

Resumen

The height of digital media has transformed the creative process of brand building, making new advertising resources appear as the instagrammable trend. This study was underpinned by the phenomenological paradigm, which sought to understand the experiences of twenty female consumers of YOY Lima Box Park between 18-28 years old, who were active users of Instagram. To understanding participants’ experiences, semi-structured interviews were carried outlasting approximately 35 minutes. Semi-structured interviews enabled the researcher to adapt the interview schedule to fit each participant in a particular context (covid-19). As a result, the participants have a positive perception of the instagrammable trend as an advertising resource. The instagrammable trend helps the brand awareness, and it is perceived through three characteristics: the spaces, the consumer experience, and the management of Instagram by YOY Lima Box Park.

Instituciones: Universidad Peruana de Ciencias Aplicadas