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Results I decided to use the ANOVA test when calculating my results. When interpreting my results, Likelihood of Visiting the Website did not significantly differ between conditions, F (2, 282) = .291, p=.75. Neither did Likelihood to Tell Your Friends, F (2, 282) = 2.38, p=0.09. However, responses to Likelihood of Following differed significantly between conditions, F (2, 282) = 4.03, p<0.05. When looking at the Means Plots, I found that the mean of Likelihood of Following for the Celebrity condition (M=2.92, SD=.14) were significantly lower than the mean of Likelihood of Following for both Customer condition (M=3.25 , SD=.13) and Instagram Contest condition (M=3.26, SD=.14). Discussion The purpose of this study was to find out which specific marketing technique used on the social media application Instagram proved to be the most successful. To measure success, I looked into achieving more followers on the account, having a wider brand recognition via eWoM and WOM, and increasing sales. With research showing that there are 150 million active users on Instagram monthly and the increased use of Instagram as a marketing tool for companies, I wanted to research which was the best way for companies to successfully communicate with their consumers. Before I started the study, I predicted that the majority of people would be influenced by a spokesperson or a celebrity. To my surprise, celebrities on Instagram were the least influential to participants. Participants were less likely to follow a company’s Instagram when they saw an Instagram post featuring a celebrity wearing their product. They were more likely to follow an account when asked to participate in an Instagram contest or see a post with a featured customer. I did not think that this would be the case. Results Ha 13PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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