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86 — Elon Journal of Undergraduate Research in Communications, Vol. 6, No. 2 • Fall 2015 products of Dunkin’ Donuts’ Coolatta and Hot Chocolate beverages. In the text, call-to-actions were used in eight posts. The most common verb used was “share,” written twice. Other call-to-action verbs included “show,” “indulge,” and “spread the joy.” Two questions were also used in the comments. Price was mentioned twice: $1.99 for a small Coolatta beverage and a free donut with the purchase of a beverage. Eight posts mentioned seasons or holidays: Seven of the mentions were specific holidays, including April Fools Day, Cinco de Mayo, National Donut Day and President’s Day. There were two mentions of the season fall and one mention of SunDDay, a nomenclature for Sunday created by Dunkin’ Donuts. Analyzing captions based on the branding and advertising framework of positive versus negative framing, the author found all captions used a positive frame, except for one post for April Fools Day. In this negatively framed post, the caption says, “#AprilFools Day is all fun and games until someone wastes a donut.” The other photos were all framed in a positive way, calling for fans to share stories and pictures, buy products, and continually engage with Dunkin’ Donuts as a brand. Table 1. How captions were used in Dunkin’ Donuts Posts Photo Number Photo 1 Photo 2 Photo 3 Photo 4 Photo 5 Photo 6 Photo 7 Photo 8 Photo 9 Photo 10 Photo 11 Photo 12 Brand Name DDs Dunkin’, #mydunkin dunk, #mydunkin #DDHotChoc Ddelicious DD, #DDPerksLove Hashtags #AprilFools #mydunkin #mydunkin #DDHotChoc #NationalOppo- siteDay #DDPerksLove Product Name donut Coolatta donut/beverage iced coffee #DDHotChoc Call to Action Start, $1.99 Are you ready?; FREE Share Share How do you? Show of hands Indulge Spread the joy Start, $1.99 Seasons/ Holiday April Fools Cinco de Mayo National Donut Day SunDDay Fall/Pumpkin Season Fall National Opposite Day President’s Day Visual Analysis Results Of the 12 Instagram posts, 11 posts featured still images and 1 post showed a video. Next, the analysis was focused on the appearance of the brand name, logo, brand colors, and products in the Instagram units. The Dunkin’ Donuts name appeared in six posts, usually appearing as part of a product package, whether a donut box or a coffee cup. Some coffee cup images, however, did not have the Dunkin’ Donuts name. Two types of the Dunkin’ Donuts logo appeared in the posts, as shown in (Figure 6). The first type of logo appeared in 6 posts; the second logo, which is also used as Dunkin’ Donuts’ Instagram profile picture, appeared in 4 posts. The brand colors of orange and pink appeared in 11 posts. These colors appeared in the logo as well as food and beverage packaging and as bold text featured in an image.PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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