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The impact of Instagram advertising in the development of brand attitudes amongst millennials coffee consumers in Ireland

dos Santos Rocha, Claudio (2019) The impact of Instagram advertising in the development of brand attitudes amongst millennials coffee consumers in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Millennials are the new challenge to the market (Newman 2015). According to Newman (2015) traditional marketing does not work any longer amongst millennial consumers. Moreover, according to Serazio, (2015) millennials redesigned the advertising industry with the idea that people are social beings, thus brands have to come up with several innovative promotional strategies to implore self expression and promote communities within branded spaces online.

The main purpose of this project is to analyse how Instagram advertising has impacted the development of brand attitudes amongst millennial coffee consumers in Ireland. Moreover, for this project three aims were created in the areas of interest according to the literature, they are: to assess the impact of Instagram advertising in the development of brand attitudes; to assess if Instagram advertising develops brand attachment; to assess if Instagram advertising is determinant to impact millennial coffee consumers in Ireland.

Hence, this research shows a number of secondary data in order to critically examine and explore the concepts. Moreover, a primary research carried out through an online questionnaire survey, using a positivist deductive approach, in order to have an in-depth understanding of millennial coffee consumers in Ireland. The finding of this research reveals that millennial coffee consumers in Ireland think that it is important for coffee companies to be engaged with them on the Instagram social media platform. However, the millennial coffee consumers in Ireland that were examined through the online questionnaire survey as source of primary data to this project do not think that social media presence is important when choosing coffee shop to go for coffee, although it justifies the need for further investigation on this matter in the future, in order to compare the results.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 24 Oct 2019 13:51
Last Modified: 24 Oct 2019 13:51
URI: http://trap.ncirl.ie/id/eprint/4044

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