AN ATTEMPT TO UNDERSTAND THE DRIVERS OF SOCIAL MEDIA COMMUNITY BRAND ENGAGEMENT IN QATAR: THE CASE OF INSTAGRAM

Abstract

The present thesis provides crucial insights into the drivers of social media community brand engagement, since these elements exert a noteworthy influence on several other aspects and outcomes, such as purchasing intention, repurchasing, brand trust, and loyalty. This thesis aims to investigate the factors that influence social media brand community engagement on Instagram, with a particular focus on the Qatari context. The study includes a thorough evaluation of a variety of influential elements. These elements include monetary and non-monetary rewards, social influence determinants such as subjective norms and social identification, and the distinguishing aspects of brand page characteristics such as content quality and interactive features. To further explore the theoretical understanding, the theories of planned behaviour, social identity theory, and social exchange theory will be implemented in the study. Furthermore, the study investigates the impact of electronic word of mouth in determining the dynamics of social media brand community engagement. Non-monetary rewards, customer community identification, subjective norms, content quality, and page interactivity have all been shown to impact brand community engagement significantly and positively on Instagram. However, monetary rewards were shown to have no impact. Electronic word of mouth was proven to have a significant positive influence as a mediator between the independent and dependent variables. To evaluate the research framework, online questionaries were distributed through multiple social media channels, focusing on Instagram users in Qatar who follow at least one social media page. This study gathered a sample of 230 reliable responses. This study adds to the understanding of social media brand community interaction dynamics on Instagram, providing valuable insights into digital marketing. It offers a complete view of how numerous factors interact to shape online brand communities within the ever-changing digital environment.