ONLINE CONSUMER MOTIVATION AND BRAND ENGAGEMENT ON SOCIAL MEDIA : A STUDY ON INSTAGRAM

Abstract

The changes streaming from the customers rapidly changed attention, new ways and techniques and platforms are coming to the scene of advertisement and marketing, corporation’s and small companies are pouring big amounts of their advertising or marketing budgets on social media platforms also, instead of only spending it on television and radio, Facebook and Instagram take a huge share of the amounts of budgets spent on online and social media advertisements, companies are currently are researching the reasons and factors that are controlling or affecting customers attention and customer engagement regarding sales and advertisement. This research will provide recommendations and prohibitions for companies and sellers who operate online or primarily on Instagram.