Willingness to accept for instagram accounts : first empirical evidence / Anas Banzerus.

Format:

Book

Author/Creator:

Banzerus, Anas, author.

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource (93 pages) : illustrations, tables

Edition:

1st ed.

Place of Publication:

Hamburg, [Germany] : Anchor Academic Publishing, 2016.

Summary:

Finding an incentive compatible method to assess account values can be seen as the bedrock of social media research across all platforms and is of crucial importance for researches and practitioners alike. This study presents a new method of applying the willingness to accept (instead of the commonly applied willingness to pay for establishing account values on Instagram), by modifying a randomised Vickrey Auction. Primary research among 1024 participants and 409 Instagram users measured the willingness to accept, in relation to demographic variables, account and interaction metrics. The average account was valued at 100 median, correlating significantly with participants' income and prevalently with the number of followers. Other significant correlations were found in the duration since sign up, number of posts, average number of likes and comments as well as the decision to establish a micro blogging business. Findings are discussed by regarding the limitations and implications for Instagram's business model in terms of a Freemium model, insurances companies offering privacy enhancing features and ad campaign pricing when users engage in brand collaborations.

Contents:

Willingness to Acceptfor Instagram Accounts. First Empirical Evidence

Abstract

List of Contents

List of Figures

List of Abbreviations

1 Introduction

2 Literature Review

2.1 Alignment and Social Networks

2.2 Characteristics of Network Industries

2.3 The Social Network Instagram

2.4 User based advertising on Instagram

2.5 Significance of the study for professional practice

2.6 Conceptual Framework

3 Research Methodology

3.1 Rationale

3.2 Operational

3.3 Research Problems and Actions of Mitigation

3.4 Ethical Issues

4 Data Analysis

4.1 Sample Statistics

4.2 Approximation of User's WTA

5 Conclusion

5.1 Implications

5.2 Limitations

5.3 Outlook

References

Appendices

Appendix 1: Criteria for a market of lemons (Akerlof, 1970)

Appendix 2: Approximation of (E(ΔNF)) based on the history of two Instagram accounts

Appendix 3: Both Instagram accounts benefit from sponsored posts

Appendix 4: Survey

Appendix 5

Appendix 6

Appendix 7

Appendix 8

Appendix 9

Appendix 10

Appendix 11

Appendix 12

Appendix 13

Appendix 14

Appendix 15

Appendix 16

Appendix 17

Appendix 18

Appendix 19

Appendix 20

Appendix 21

Appendix 22

Appendix 23.

Notes:

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed December 7, 2016).

ISBN:

3-96067-571-2