View in EDS PDF Full Text

Willingness to Accept for Instagram Accounts. First Empirical Evidence

Saved in:
Bibliographic Details
Title: Willingness to Accept for Instagram Accounts. First Empirical Evidence
Description: Finding an incentive compatible method to assess account values can be seen as the bedrock of social media research across all platforms and is of crucial importance for researches and practitioners alike. This study presents a new method of applying the willingness to accept (instead of the commonly applied willingness to pay for establishing account values on Instagram), by modifying a randomised Vickrey Auction. Primary research among 1024 participants and 409 Instagram users measured the willingness to accept, in relation to demographic variables, account and interaction metrics. The average account was valued at 100 € median, correlating significantly with participants'income and prevalently with the number of followers. Other significant correlations were found in the duration since sign up, number of posts, average number of likes and comments as well as the decision to establish a micro blogging business. Findings are discussed by regarding the limitations and implications for Instagram's business model in terms of a Freemium model, insurances companies offering privacy enhancing features and ad campaign pricing when users engage in brand collaborations.
Authors: Andreas Banzerus
Resource Type: eBook.
Subjects: Branding (Marketing)
Categories: BUSINESS & ECONOMICS / Organizational Behavior, BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Management Science, BUSINESS & ECONOMICS / Industrial Management
Database: eBook Collection (EBSCOhost)
FullText Links:
  – Type: ebook-pdf
Text:
  Availability: 0
Header DbId: nlebk
DbLabel: eBook Collection (EBSCOhost)
An: 1412480
RelevancyScore: 1070
AccessLevel: 6
PubType: eBook
PubTypeId: ebook
PreciseRelevancyScore: 1070.4580078125
IllustrationInfo
ImageInfo – Size: thumb
  Target: https://rps2images.ebscohost.com/rpsweb/othumb?id=NL$1412480$PDF&s=r
– Size: medium
  Target: https://rps2images.ebscohost.com/rpsweb/othumb?id=NL$1412480$PDF&s=d
Items – Name: Title
  Label: Title
  Group: Ti
  Data: Willingness to Accept for Instagram Accounts. First Empirical Evidence
– Name: Abstract
  Label: Description
  Group: Ab
  Data: Finding an incentive compatible method to assess account values can be seen as the bedrock of social media research across all platforms and is of crucial importance for researches and practitioners alike. This study presents a new method of applying the willingness to accept (instead of the commonly applied willingness to pay for establishing account values on Instagram), by modifying a randomised Vickrey Auction. Primary research among 1024 participants and 409 Instagram users measured the willingness to accept, in relation to demographic variables, account and interaction metrics. The average account was valued at 100 € median, correlating significantly with participants'income and prevalently with the number of followers. Other significant correlations were found in the duration since sign up, number of posts, average number of likes and comments as well as the decision to establish a micro blogging business. Findings are discussed by regarding the limitations and implications for Instagram's business model in terms of a Freemium model, insurances companies offering privacy enhancing features and ad campaign pricing when users engage in brand collaborations.
– Name: Author
  Label: Authors
  Group: Au
  Data: <searchLink fieldCode="AR" term="%22Andreas+Banzerus%22">Andreas Banzerus</searchLink>
– Name: TypePub
  Label: Resource Type
  Group: TypPub
  Data: eBook.
– Name: Subject
  Label: Subjects
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink>
– Name: SubjectBISAC
  Label: Categories
  Group: Su
  Data: <searchLink fieldCode="ZK" term="%22BUSINESS+%26+ECONOMICS+%2F+Organizational+Behavior%22">BUSINESS & ECONOMICS / Organizational Behavior</searchLink><br /><searchLink fieldCode="ZK" term="%22BUSINESS+%26+ECONOMICS+%2F+Management%22">BUSINESS & ECONOMICS / Management</searchLink><br /><searchLink fieldCode="ZK" term="%22BUSINESS+%26+ECONOMICS+%2F+Management+Science%22">BUSINESS & ECONOMICS / Management Science</searchLink><br /><searchLink fieldCode="ZK" term="%22BUSINESS+%26+ECONOMICS+%2F+Industrial+Management%22">BUSINESS & ECONOMICS / Industrial Management</searchLink>
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1412480
RecordInfo BibRecord:
  BibEntity:
    Classifications:
      – Code: 658.827
        Scheme: ddc
        Type: prePub
    Languages:
      – Code: eng
        Text: English
    Subjects:
      – SubjectFull: Branding (Marketing)
        Type: general
    Titles:
      – TitleFull: Willingness to Accept for Instagram Accounts. First Empirical Evidence
        Type: main
  BibRelationships:
    HasContributorRelationships:
      – PersonEntity:
          Name:
            NameFull: Andreas Banzerus
      – PersonEntity:
          Name:
            NameFull: Andreas Banzerus
    IsPartOfRelationships:
      – BibEntity:
          Dates:
            – D: 01
              M: 01
              Type: published
              Y: 2016
            – D: 23
              M: 02
              Type: profile
              Y: 2017
          Identifiers:
            – Type: isbn-print
              Value: 9783960670711
            – Type: isbn-electronic
              Value: 9783960675716
          Titles:
            – TitleFull: Willingness to Accept for Instagram Accounts. First Empirical Evidence
              Type: main
ResultId 1