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Personality type of consumers and their engagement with brands on Instagram

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Social media platforms like Facebook, Twitter, Instagram, etc., help create an additional channel of communication with consumers, each offering unique value to the brand and consumers. To use the potential of these sites, brands must understand consumer psychology and behavior related to various social media sites and then devise their strategy. Although there is a rise in the number of users across social media platforms, the surge of Instagram users is substantially high, making it imperative for brands to be active on Instagram. Thus, our study aims to understand the factors affecting the positive behaviors of consumers for a brand and whether these behaviors are a result of personality types. Three personality types were, namely (i) Openness to Experience, (ii) Neuroticism, and (iii) Extroversion were considered along with two modes of interaction -(i) Broadcasting and (ii) Communicating. Also, the two relevant behaviors for customer engagement on Instagram were (i) Liking and (ii). Data for the study was collected through structured questionnaires from respondents between 18 and 28 years through convenience sampling. Exploratory Factor Analysis and Regression analysis were used to analyze the data. The study revealed that extroversion and openness to experience personality type engage through the broadcasting mode of interaction and neuroticism personality type engage through communicating mode. In addition, those who engage through broadcasting mode tend to like and comment on the brand post. On the other hand, those who use communicating mode just like on the brand post on Instagram. This study is important to understand factors affecting consumers’ Instagram behavior, which will help the brand manager, formulate a better Instagram strategy for consumer engagement.


Vikash Kumar, Smita Mehendale. Personality type of consumers and their engagement with brands on Instagram. Cardiometry; Issue 23; August 2022; p.468-475; DOI: 10.18137/cardiometry.2022.23.468475; Available from:

Ключевые слова

Psychology,  Consumer behavior,  Instagram marketing,  Brands on Instagram,  Social media,  Consumer personality
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