What Should Companies Do to Improve Brand Awareness Through Instagram? The Lens of Signalling Theory

Abstract

Manuscript type: Research paper
Research aims: This study investigates potential factors of electronic
service quality dimensions on the improvement of brand awareness
among customers through the social media platform Instagram.
Design/Methodology/Approach: The study involves 398 respondents
across Java Island, Indonesia, and employed a PLS-SEM approach to
analyse the data.
Research findings: The findings indicate that the electronic service quality
dimensions of Instagram, in terms of content relevance, content quality,
information quality and contact availability, significantly improve brand
awareness.
Theoretical contribution/Originality: This study contributes to the
electronic service quality and brand awareness literature by validating
four potential service quality dimensions of Instagram that are effective
instruments for improving brand awareness.
Practitioner/Policy implication: This study offers managerial
recommendations for companies that see Instagram as a prospective social
media tool for enhancing brand awareness. Companies should focus
on managing their Instagram accounts by providing relevant content,
qualified content, qualified information, and ensuring the availability of
their contact details.
Research limitation/Implications: To enhance generalisability, we suggest
future studies examine how brand awareness improvement could be
made across social media accounts with broader customer segments,
either SMEs or big corporations.