Giving women a voice: Using netnography to analyse consumer reactions towards Instagram branded content.

Rezai Namaghi, Kat; Thomson, Elaine; Logan-MacFarlane, Ashleigh

Abstract

Social media is a relatively new form of interaction and communication. As such, methodologies for its analysis – netnographic methodologies – are still evolving, with approaches growing in sophistication and application. Netnography developed as a means of understanding interactive on-line communications, drawing on the participant-observation techniques of ethnographic research. It also embraces more traditional social science research methods such as interviews or (more recently) social network analysis (Kozinets, 2015). Here, we suggest another significant addition to netnographic research methods: participant-led Instagram interactions or, Insta-practices. The aim of this working paper is to present the value of netnography as a method of exploring the ways in which young women interpret the branded content that they encounter on their personal Instagram feeds. It touches upon doctoral research still in progress, which examines the impact of Instagram branded content on the self-identity of women aged 18-24. We argue that Insta-practices can add a new and rich level of analysis to existing netnographic practices, and offer a form of qualitative research that enables the consumer to become a reflective, collaborative contributor to the research process.

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: Academy of Marketing Conference
• Start Date: Jul 3, 2017
• End Date: Jul 6, 2017
• Deposit Date: Apr 21, 2020
• Keywords: Netnography; feminism; social media
• Public URL: http://researchrepository.napier.ac.uk/Output/1262789