Factors Influencing Branding on Instagram Digital Media among Students at the University of Baghdad, Iraq
Keywords:
Brand, Branding, Digital Media, InstagramAbstract
The aim of this study is to investigate the factors influencing branding on Instagram digital media among students at the University of Baghdad, Iraq. Utilizing a qualitative research method and data analysis through interviews with 25 experts in the field of branding and digital media, this research identifies the key factors contributing to digital branding on Instagram. The quantitative section of the study focused on the student population of the University of Baghdad, Iraq, comprising 8,000 individuals. Based on Morgan’s table, the sample size was determined to be 366. The validity and reliability of the study were assessed using expert evaluations and Cronbach’s alpha coefficient. The interview results were analyzed and categorized through primary and secondary coding, which ultimately led to the identification of factors in five main categories: causal factors, including audience needs and consumption patterns, advertising opportunities on Instagram, and effective content production; intervening factors, such as the importance of content creation and audience engagement, political and socio-cultural factors, and the visibility of produced content; contextual factors, including competitiveness in branding and content production, brand positioning, and economic and social influences on customer purchasing; outcomes, including building trust and audience loyalty, increased sales and revenue, and meeting customer expectations while maintaining interaction and trust; and strategies, which encompass trust-building and engagement with the audience, aligning with audience culture and values, and leveraging technology. These factors can be considered significant in the process of digital branding on Instagram among students at the University of Baghdad, Iraq.
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Copyright (c) 2025 Bassam Kareem Zaidan Al- RUBAYE , Ali Rashidpoor, Saeed Mir , Fareed Saleh Fayyadh (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
