The Effects of Instagram Marketing Activities on Customer-Based Brand Equity in the Coffee Industry

Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify activities analyze associated effects on customer-based (brand awareness, image, perceived quality, love, re-usage intention) formation through activities. To end, data were collected from 358 coffee consumers who had visited any five accounts analyzed using SPSS AMOS. The results showed that four sub-dimensions (interaction, entertainment, customization, trendiness) affect quality), which turn led attitudinal loyalty love) behavioral (Instagram towards brand. This research comprehensively illustrates influences equity. findings will enable brands more accurately forecast future purchasing behaviors their customers provide a guide managing well.