KOREASCHOLAR

DOES INSTAGRAM USAGE IMPROVE CONSUMER EFFICIENCY AND DISSEMINATION OF WOM?

Tsen-Ju Lin, Ming-Yi Chen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422498
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.486
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Social media began to boom in the 2000s. According to statistics, there are 92.3% of internet users are social media users who spend nearly two and a half hours daily on social media. Instagram is considered the most popular image-sharing platform, with more than 1.2 billion monthly active users. Meanwhile, consumers nowadays refer to and follow online reviews to assist their decision-making process more efficiently.

Keyword
Word-of-mouthSocial mediaConformityConsumer efficiencyInstagram
Author
  • Tsen-Ju Lin(Taiwan, National Chung Hsing University)
  • Ming-Yi Chen(Taiwan, National Chung Hsing University)