Article author:
Valentina Pirić, Mirna Koričan Lajtman, Maja Martinović
Full article:
Year the article was released:
2024
Edition in this Year:
1
Article abstract:
AGE-RELATED DIFFERENCES IN INSTAGRAM USAGE AND LUXURY BRAND PERCEPTION: A STUDY IN CROATIA
Abstract:The study investigates Instagram usage frequency, reasons among various
age groups, and potential age-related differences in customers’ perceptions of luxury
brands and purchase intentions. Additionally, literature on Instagram’s influence on
customer perception, brand image, luxury brand perception, and generational trends
in digital consumer behavior was analyzed. Conducted in Croatia, the study utilized
a non-random convenience sample of 192 respondents. The questionnaire comprised
32 questions split into two sections: the first gathered demographic data to profile the
sample, while the second assessed social media use and participants’ perceptions of
the influence of Instagram marketing activities on brand image and buying intentions.
Descriptive and multivariate analyses were conducted using IBM SPSS software version
22 to evaluate the hypotheses. The study found a higher participation of women
than men, with an average age of 28, which aligns with previous research in the field.
Significant disparities in media utilization were observed between younger (average
age 22.34) and older (average age 34.75) participants. Instagram is primarily used
by women and younger age groups, with 95% of younger participants accessing it
daily. The study confirmed that younger users are more interested in friends’ activities,
sharing their own activities, and viewing appealing images, while older users
follow brands/celebrities and seek personal content, which supports the hypothesis
that reasons for using Instagram vary by age. Younger participants believe Instagram
significantly influences luxury brand image and their buying intentions. Both age
groups reported that a positive brand image influences purchase intent similarly, partially
supporting the hypothesis that age affects luxury brand perception and buying
intention on Instagram. The study highlights the importance of age diversity in creating
effective marketing strategies on Instagram, influencing consumer behavior and
purchase decisions, and enhancing understanding of Instagram’s influence on luxury brand perceptions and purchasing behavior across various generations in Croatia.
age groups, and potential age-related differences in customers’ perceptions of luxury
brands and purchase intentions. Additionally, literature on Instagram’s influence on
customer perception, brand image, luxury brand perception, and generational trends
in digital consumer behavior was analyzed. Conducted in Croatia, the study utilized
a non-random convenience sample of 192 respondents. The questionnaire comprised
32 questions split into two sections: the first gathered demographic data to profile the
sample, while the second assessed social media use and participants’ perceptions of
the influence of Instagram marketing activities on brand image and buying intentions.
Descriptive and multivariate analyses were conducted using IBM SPSS software version
22 to evaluate the hypotheses. The study found a higher participation of women
than men, with an average age of 28, which aligns with previous research in the field.
Significant disparities in media utilization were observed between younger (average
age 22.34) and older (average age 34.75) participants. Instagram is primarily used
by women and younger age groups, with 95% of younger participants accessing it
daily. The study confirmed that younger users are more interested in friends’ activities,
sharing their own activities, and viewing appealing images, while older users
follow brands/celebrities and seek personal content, which supports the hypothesis
that reasons for using Instagram vary by age. Younger participants believe Instagram
significantly influences luxury brand image and their buying intentions. Both age
groups reported that a positive brand image influences purchase intent similarly, partially
supporting the hypothesis that age affects luxury brand perception and buying
intention on Instagram. The study highlights the importance of age diversity in creating
effective marketing strategies on Instagram, influencing consumer behavior and
purchase decisions, and enhancing understanding of Instagram’s influence on luxury brand perceptions and purchasing behavior across various generations in Croatia.
Keywords: Instagram, luxury brands, customer perceptions, age groups, Croatia