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| Main Authors: | , |
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| Format: | Recurso digital |
| Language: | |
| Published: |
Zenodo
2025
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| Subjects: | |
| Online Access: | https://doi.org/10.5281/zenodo.17760417 |
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Table of 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>