The rise of the 'Instagram economy' phenomenon in a South African context : An exploration of how conspicuous consumption on Instagram contributes to brand value creation
The number of brands using Instagram as a branding tool is steadily rising and so too is the rate of brand related consumer Interactions on social media. The sociocultural shifts in behavioural norms on Instagram have facilitated an increase in social word-of mouth that is surpassing traditional med...
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| Format: | Dissertation |
| Language: | English |
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University of Cape Town
2018
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| Online Access: | http://hdl.handle.net/11427/27242 |