Examining the Effects of Instagram Usage on Customer Experience Sharing, Audience Engagement, and Behavioral Shifts Amidst the COVID-19 Pandemic

Abstract

Objective: The purpose of this study is to explore how Instagram usage influences the sharing of customer experiences, audience engagement, and the alteration of purchasing behaviors during the COVID-19 pandemic.

Method: Employing a descriptive-analytical cross-sectional approach, this research focuses on active Instagram users in Tehran during 2022. A total of 392 participants were randomly chosen using Morgan's table and completed the research questionnaire. Subsequently, data analysis was performed utilizing statistical methods such as t-test, chi-square (x²), and ANOVA within SPSS software, version 22.

Results: The findings suggest that the nature of an Instagram social media page has an impact on users' capacity to share experiences, engage with the audience, and influence changes in purchase intentions. Moreover, the underlying motivations for using Instagram also affect these aspects. Additionally, the duration of time spent on Instagram and the number of followers one has can influence the sharing of customer experiences, audience engagement, and changes in purchase intentions.

Keywords: Marketing, Instagram, Knowledge Sharing, Customer Experience, Audience Engagement, Purchase Intention Change, COVID-19