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| Format: | Recurso digital |
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2025
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| Online Access: | https://doi.org/10.5281/zenodo.17760417 |
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| _version_ | 1866901724299526144 |
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| author | Manel Najar Souad Maghraoui |
| author_facet | Manel Najar Souad Maghraoui |
| contents | <p>Aims: This study aims to explore the motivations driving consumers to actively participate in a virtual brand community<br>on Instagram, using Sephora’s international community as a case study. It seeks to identify the different categories of motivations and<br>understand how they contribute to engagement within visually oriented social media environments.<br>Study Design: An exploratory qualitative study combining netnography and semi-structured interviews. The research was conducted<br>online within Sephora’s international Instagram community. Data collection was carried out through digital observation and interviews<br>with active community members.<br>Methodology: A qualitative exploratory approach was adopted. The study involved netnographic observation of interactions within<br>Sephora’s Instagram community and semi-structured interviews with 12 active users. Data were analyzed to identify underlying<br>motivations for participation. Seven categories of motivations emerged: informational, social, hedonic, altruistic, visibility-related,<br>identity-related, and affective. These motivations were grouped into utilitarian logics (information seeking, mutual support) and<br>symbolic logics (self-expression, belonging, recognition).<br>Results: The findings reveal that engagement in Sephora’s Instagram community is driven by a combination of utilitarian and<br>symbolic motivations. The analysis highlights the central role of aesthetics, emotional expression, and interactivity in fostering user<br>participation. Motivations related to identity, visibility, and social belonging are particularly significant in visually oriented platforms<br>such as Instagram.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_17760417 |
| institution | Zenodo |
| language | |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Understanding the Motivations for Participating in a Virtual Brand Community on Insta: A case study of an international beauty brand Manel Najar Souad Maghraoui Virtual brand community – Instagram – Engagement – Netnography – Sephora – Consumer motivation <p>Aims: This study aims to explore the motivations driving consumers to actively participate in a virtual brand community<br>on Instagram, using Sephora’s international community as a case study. It seeks to identify the different categories of motivations and<br>understand how they contribute to engagement within visually oriented social media environments.<br>Study Design: An exploratory qualitative study combining netnography and semi-structured interviews. The research was conducted<br>online within Sephora’s international Instagram community. Data collection was carried out through digital observation and interviews<br>with active community members.<br>Methodology: A qualitative exploratory approach was adopted. The study involved netnographic observation of interactions within<br>Sephora’s Instagram community and semi-structured interviews with 12 active users. Data were analyzed to identify underlying<br>motivations for participation. Seven categories of motivations emerged: informational, social, hedonic, altruistic, visibility-related,<br>identity-related, and affective. These motivations were grouped into utilitarian logics (information seeking, mutual support) and<br>symbolic logics (self-expression, belonging, recognition).<br>Results: The findings reveal that engagement in Sephora’s Instagram community is driven by a combination of utilitarian and<br>symbolic motivations. The analysis highlights the central role of aesthetics, emotional expression, and interactivity in fostering user<br>participation. Motivations related to identity, visibility, and social belonging are particularly significant in visually oriented platforms<br>such as Instagram.</p> |
| title | Understanding the Motivations for Participating in a Virtual Brand Community on Insta: A case study of an international beauty brand |
| topic | Virtual brand community – Instagram – Engagement – Netnography – Sephora – Consumer motivation |
| url | https://doi.org/10.5281/zenodo.17760417 |