Social Media On-A-Stick: A uses and gratification approach toward helping mobile food vendors engage consumers on Instagram

The power of social media is rapidly changing the way brands are communicating with their primary consumer segments. Social media provide channels for brands to connect and engage with consumers like never before. The emergence of user-generated content on social media is writing new rules for communicators. Businesses, specifically those in the mobile food industry are turning to social media to strengthen their brands. Though Facebook and Twitter are prevalent among internet users, Instagram is rapidly growing and showing promise as an effective way to engage consumers. This study utilizes existing research on the Uses and Gratification Theory to explain why social media users are turning to Facebook and Twitter to fulfill their needs. The research indicates that users are engaging in these platforms to fulfill social-integrative needs, i.e. “connect with others. ” Additionally, existing research on the Uses and Gratification Theory serves as a basis to explain how Instagram can have a similar effect. To find out how Instagram gratifies specific needs, this study surveyed 111 people who own Instagram accounts. The survey revealed that people use Instagram to “connect with others” followed by “entertainment purposes. ” Additionally, a content analysis was conducted to examine patterns among mobile vending companies and how they relate to gratifications. The content analysis revealed that although cognitive needs were present most often in posts, posts that gratified social-integrative needs had the most user engagement through “likes” and “comments. ” Finally, a focus group was conducted to measure user attitudes’ toward different types of Instagram posts to provide the framework for a new social campaign. The findings from both the primary and secondary research are used to develop a strategic Instagram marketing plan for Que Viet Concessions. Introduction In recent years, there has been an increased focus on the topic of social media and why people use it. Social media is rapidly changing the way businesses and organizations interact with their publics. As social media usage continues to grow and evolve with advancements in technology, it is important for communicators to understand the motivations behind consumer engagement. The Uses and Gratifications Theory is an approach that allows communicators to understand what motivates social media users to engage in certain platforms. Over the past few years, there have been numerous studies exploring the motivations behind user engagement of the internet and social media platforms such as Facebook, Myspace, and Twitter. This study will apply the Uses and Gratifications Theory to Instagram, a social media platform, to explore how it can help mobile food vendors increase engagement with their core consumer segments. Once data is collected and results are analyzed, the information will be Social Media On-A-Stick: A uses and gratification approach 4 used to develop a strategic Instagram marketing plan for the Instagram account of Que Viet Concessions. Que Viet Concessions is a mobile food vending company. Like many of its competitors, it travels to various locations in order to serve concession items and provide a unique dining experience to patrons. Currently, Que Viet Concessions has a website, Twitter handle, and Facebook account (Appendix H). Its Facebook account serves as the main information portal for patrons as it provides updates regarding events, menu items, and specials. Its Twitter account is connected to the Facebook account and is also used to provide real-time updates to fairgoers. Though Que Viet Concessions is in the social media race to gain and activate a large fan base, it lags behind competitors in regard to consumer engagement. Other mobile food vendors are continuing to find innovative ways to connect with their target consumers. For example, Sweet Martha’s Cookies, a very large food vendor at the Minnesota State Fair, has garnered thousands of followers on Instagram and Twitter through creative posts and celebrity endorsements. In an age where anyone can be a brand ambassador and also access information about a company through the World Wide Web, it is important for mobile businesses to not only have a stand out product, but also build a buzz through a community of supporters who will promote their products. Mobile food businesses are realizing that digital, social, and mobile technologies have the ability to help them grow exponentially. Whether it is cultivating a community of supporters or giving the world an exclusive sneak peek at a new product, social media has the power to help mobile food vendors strengthen their brands. Platforms such as Facebook and Twitter serve as effective media to facilitate the relationship building process between brands and their consumers. Instagram has quickly become one of today’s top choices among social media users. Instagram was launched in October 2010 and by December of 2010, it had already garnered Social Media On-A-Stick: A uses and gratification approach 5 over one million users. Today, Instagram has over 200 million active users (70 million in the United States) and hosts nearly 75 million daily users. The website itself hosts over 20 billion photos uploaded by users all over the world (Instagram, 2014). This tool offers users the ability to post pictures and 15-second videos to share with the world. According to a social media usage study conducted in 2013, Instagram usage grew four percent, the highest usage increase following Pinterest with six percent. The same social media usage study found that of the 1,445 internet users surveyed, 15% were men, 17% were women, and 37% were between the ages of 18-29. Additionally, 18% were between the ages of 30-49. It was found that Instagram is largely made up of urban, youthful demographics with a skew towards women (Duggan, Smith, 2013). Instagram’s growing popularity makes it an ideal platform of choice for communicators because it provides a versatile stage that can host a number of strategic initiatives to market a business, brand, or specific product. The visual nature of Instagram provides a unique advantage for content creators because images can trigger emotion, which can serve as drivers to desired actions. The filters offered on the Instagram platform have the ability to transform mundane photos into new realities for users. According to Ben Long, a photographer and writer for Macworld, “Instagram images tend toward abstraction, and are more powerful to viewers because they have to work harder to interpret the images. And, as they do so, viewers escape to whatever feelings, memories, and experiences the images evoke” (Long, 2011). Although Instagram has grown in usage and popularity over the past three years, it is still in its infancy in the realm of social science research. This study examines existing research on the application of the Uses and Gratifications Theory on Facebook and Twitter. Additionally, primary research is conducted through a survey, content analysis, and focus group to gather data and insights on Instagram usage. Existing Social Media On-A-Stick: A uses and gratification approach 6 research suggests there is an opportunity for mobile food vendors to explore new strategies/tactics on Instagram. This study seeks to understand how the Uses and Gratifications Theory plays a role in generating successful content on Instagram. Literature Review Research Questions These questions will be addressed by both literature review data and original research. 1. How do social media play a role in contemporary food and beverage marketing? 2. How can the Uses and Gratifications Theory be applied to social media? 3. What motivates users to engage in social media? Social Media Usage, Marketing, and Motivations Today’s consumers are well-connected, with most owning multiple digital devices. They are active online and will often access the internet on their mobile devices. The proliferation and accessibility of social media channels has made it possible for millions upon billions of people to literally and figuratively “connect” almost instantaneously. According to a Pew Research Center survey, 73% of online adults in the United States now use a social networking site of some kind (Duggan, Smith, 2013). Although Facebook is the primary platform utilized by social media users, they are making a conscious decision to diversify into other platforms. The same Pew Research Center survey also collected data that implied nearly 42% of online adults use multiple social networking sites and Instagram users were likely Facebook users who check the sites on a daily basis (Duggan, Smith, 2013). Social media allow businesses to interact directly with their consumers, which strengthens their association with their brands. Social media marketing in the food and beverage industry has made many strides over the past few years. Unlike traditional media such as company websites or paid outdoor advertisements, social media create a two-way street between businesses and their core consumer segments. In a 2013 Green Hasson Janks Food and Beverage Industry Survey, 78.9% Social Media On-A-Stick: A uses and gratification approach 7 of executives reported that social media had a significant impact on their business (Demann, et. al, 2013). Additionally, the same survey indicated 50% of respondents reported they were using social media to gather feedback and engage with their consumers (Demann, et. al, 2013). Small businesses within the food and beverage industry are turning to social media to cut costs while still being able to compete with large companies in the marketing arena. Social media has allowed businesses to shape the conversations among the communities they have created. Additionally, social media can help businesses establish an open flow of communication with their core consumers, build brand equity, market existing or new products, and build awareness among po