Instagram marketing: a content analysis of top Malaysian restaurant brands
The use of social media among businesses grows tremendously as operators engage, and build relationships, with customers through social media. Drawing on the Diffusion of Innovations theory, this exploratory study investigates the adoption and implementation of Instagram in restaurant sector. Howeve...
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my.utm.606102017-08-14T03:54:41Z http://eprints.utm.my/id/eprint/60610/ Instagram marketing: a content analysis of top Malaysian restaurant brands Salleh, Salmalina Hashim, Noor Hazarina Murphy, Jamie HD28 Management. Industrial Management The use of social media among businesses grows tremendously as operators engage, and build relationships, with customers through social media. Drawing on the Diffusion of Innovations theory, this exploratory study investigates the adoption and implementation of Instagram in restaurant sector. However, this study focuses only Malaysia's top ten restaurant brands. Only seven of the ten restaurants have an Instagram account and the results suggest that early adoption may not lead into early implementation. The research findings are expected to help managers promote their pages on Instagram, and academically, this study expands the application of DOI theory into photo based social media application to predict the photo based social media adoption and implementation among restaurants. 2015 Conference or Workshop Item PeerReviewed Salleh, Salmalina and Hashim, Noor Hazarina and Murphy, Jamie (2015) Instagram marketing: a content analysis of top Malaysian restaurant brands. In: 22st ENTER Conference, 3-6 Feb, 2015, switzerland. http://ertr.tamu.edu/files/2015/02/SP04_MktSession_Salleh.pdf |
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HD28 Management. Industrial Management Salleh, Salmalina Hashim, Noor Hazarina Murphy, Jamie Instagram marketing: a content analysis of top Malaysian restaurant brands |
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The use of social media among businesses grows tremendously as operators engage, and build relationships, with customers through social media. Drawing on the Diffusion of Innovations theory, this exploratory study investigates the adoption and implementation of Instagram in restaurant sector. However, this study focuses only Malaysia's top ten restaurant brands. Only seven of the ten restaurants have an Instagram account and the results suggest that early adoption may not lead into early implementation. The research findings are expected to help managers promote their pages on Instagram, and academically, this study expands the application of DOI theory into photo based social media application to predict the photo based social media adoption and implementation among restaurants. |
format |
Conference or Workshop Item |
author |
Salleh, Salmalina Hashim, Noor Hazarina Murphy, Jamie |
author_facet |
Salleh, Salmalina Hashim, Noor Hazarina Murphy, Jamie |
author_sort |
Salleh, Salmalina |
title |
Instagram marketing: a content analysis of top Malaysian restaurant brands |
title_short |
Instagram marketing: a content analysis of top Malaysian restaurant brands |
title_full |
Instagram marketing: a content analysis of top Malaysian restaurant brands |
title_fullStr |
Instagram marketing: a content analysis of top Malaysian restaurant brands |
title_full_unstemmed |
Instagram marketing: a content analysis of top Malaysian restaurant brands |
title_sort |
instagram marketing: a content analysis of top malaysian restaurant brands |
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2015 |
url |
http://eprints.utm.my/id/eprint/60610/ http://ertr.tamu.edu/files/2015/02/SP04_MktSession_Salleh.pdf |
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1643654924058230784 |
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13.18916 |