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suggest that participants would much rather see a “regular” customer wearing the company’s products than a celebrity. Theoretical Implications Cialdini’s principle of social proof states that we are more influenced if the people we see seem similar to us (Cialdini, 2006). Based on the findings on the Customer condition, this appears to be accurate especially when comparing it to the findings on the Celebrity condition. Cialdini’s principle of liking says that we are more influenced by the people we like (Cialdini, 2006). The results for the Celebrity condition either show that participants did not like the celebrities that were on the Instagram posts or they do not like celebrities at all. For the Instagram contest condition, I attributed social judgement theory for the act of participating in the Instagram contest. Social judgement theory looks into how the participant processes the message (Instagram post). Through our findings, we found that our participants were fairly neutral when shown a post about participating in hashtag and Instagram contest. If the participant was unfamiliar with the company, they might have not been interested in processing the Instagram post to either want to follow the company’s Instagram account, visit the website to shop their product or to tell their friends. It also takes some effort to create an Instagram post to participate in a contest. A participant will decide if the entire process is worth it and will either proceed or not. If they do decide to participate in the Instagram contest, they might have a desire to follow the company’s Instagram account to find out if they won or not. Practical Implications By looking at the results of the study, we found that participants are not persuaded to follow an Instagram account based on a celebrity. If companies plan to use Instagram as one of their marketing tools, they should consider the effectiveness of featuring their customers and Ha 14PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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