Instagram’s utilization and advertising performance on viral product consumption for millennials

I. Afifah
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引用次数: 0

Abstract

The popularity of Instagram gave rise to new celebrities with the name of Instagram celebrities. Instagram celebrities are individuals who have a popularity for other Instagram users, the blue tick icon as a sign that the account is owned by a popular individual. There is a role of Instagram celebrities in introducing products to the millennial generation. In addition, Instagram celebrities can form new fashions or trends in the millennial generation. Instagram celebrities can be a reference for millennials to decide to buy a product. The study used qualitative methods and interpretive approaches. The criteria of informants are to use Instagram social media and know Mahika Kids and Ngikan Yuk products. Data collection techniques use primary data and secondary data. This study found that viral products arise from the delivery of advertising messages through Instagram in the form of objects that can be events, there are simulations of ads that become a topic of conversation for millennials, and Instagram celebrities become references for millennials in assessing and interpreting a product. The decision of millennials to buy viral products is the desire to show a symbol of self-existence that can follow new trends and advertising performance from Instagram celebrities that attract millennials.
Instagram对千禧一代病毒式产品消费的利用率和广告表现
Instagram的流行催生了一批新的名人,他们被称为Instagram名人。Instagram名人是那些在其他Instagram用户中很受欢迎的人,蓝色的勾号图标表明该账户由一个受欢迎的人拥有。Instagram上的名人在向千禧一代介绍产品方面发挥了作用。此外,Instagram上的名人可以在千禧一代中形成新的时尚或趋势。Instagram上的名人可以作为千禧一代决定购买产品的参考。本研究采用定性方法和解释性方法。举报人的标准是使用Instagram社交媒体,了解Mahika Kids和Ngikan Yuk产品。数据收集技术使用主要数据和次要数据。这项研究发现,病毒式产品是通过Instagram以事件的形式传递广告信息而产生的,有广告的模拟成为千禧一代的话题,Instagram名人成为千禧一代评估和解读产品的参考。千禧一代之所以购买病毒式传播产品,是因为他们想要展示一种自我存在的象征,这种象征可以跟随吸引千禧一代的Instagram名人的新潮流和广告表现。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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