The Visual Content On Instagram: How Imagery Is Being Experienced by the Target Group of Emma Matratzen

4.1Research Approach

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The aim of the primary research is to gain an understanding of the visual content on Instagram and how imagery is being experienced by the target group of Emma Matratzen.

According to Creswell (2013), the research approach used in a study is an important aspect of increasing the rationality of the study. A quantitative approach is adopted in this research to quantify the data for the purpose of understanding the target groups preferences regarding visual content so that recommendations can be made for Emma Matratzen to improve their images on Instagram. The approach for the investigation is explanatory and consists of quantitative research tools and techniques.

Quantitative research procedures measure specific characteristics through the use of structured data collection techniques from a large sample so that the results can be a better representation of the entire population. The main strength of using a quantitative research approach is that it will provide a succinct answer to the research question by acquiring and analyzing information that is aggregated from the survey data.

The most suitable research target group consists of existing Instagram followers of the Emma Matratzen page because they are a representation of individuals that the company strives to approach with their visual content on Instagram.

After the literature study that presents theory regarding the interpretation of images, image composition, aesthetics, visual literacy, and simplicity. Next, the following sub-questions provide the necessary data in order to answer the main question at the end of this study:

How does the combined effect of visual elements influence the viewers perception of images on Instagram?

To what extent do visual aesthetics influence the popularity of an image on Instagram?

What is the most imperative characteristic of Instagram for the purpose of brand communication?

To gain the knowledge regarding the sub-questions, the following themes were put in relation to the research questions and are used to construct the survey questionnaires (see appendix 1 for complete questionnaire guide):

Visual elements: Character of images as artworks. e.g. color, shapes, patterns

Instagram: Influence as a medium on the presentation of visuals

Aesthetic experience: Subjective nature vs. collective appreciation of viewer

Popularity: Meaning of interest & emotions. Winning & establishing awareness.

Visual literacy: Importance of being able to make meaning from information.

Brand communication: Influence on participants opinions regarding a brand.

4.2Research method

The research method provides information on how the research questions will be answered. Additionally, it specifies the data sources, and problem faced throughout the research process such as time constraints, data access limitations, ethical issues. Since the amount of data needed to determine the target groups preferences on Instagrams visual content was large, a survey strategy was well suited for the study. According to Saunders, Lewis, and Thornhill (2003), surveys can be addressed to a large group of people in a cost-effective way. Most of the surveys are in the form of questionnaires as they provide standardized data thus allowing for easy comparison. One drawback of using survey questionnaires is that a lot of time may be spent in constructing and testing the questionnaire (Saunders et al., 2003). There is high dependence on the target group to answer the questionnaire thus leading to unnecessary delays. Another limitation is based on the number of questions to include in the questionnaire. Such a limitation is from the perspective of the respondents if the researcher needs high quality responses from them. However, owing to the amount of sample size needed, nature of the data, statistical analysis, and time and cost available for the research, survey strategy best fits the needs of the research.

The questions relate to four best practice examples of Instagram imagery by Kolowich (2016). The four images come from WeWork, a company that provides shared office spaces in different regions all over the world; Zevia, a natural soda brand; HomeGoods, a home decorating company; and Shore Projects, a British watch brand. These brands are doing very well in their respective industries with regards to the visual content they provide to their target customers on Instagram. These images are included in the questionnaires to assist participants in visualizing certain aspects such as color, background, and details as presented in the questions. By including superior visual content in terms of best-performing images on Instagram, results are used as benchmark that may suggest a set of standards for Emma Matratzen.

The research target group consisted of 120 German participants who lived in Germany until the date of this research; follow Emma Matratzen on Instagram, urban, equally both male and female, and within the age of 26 and 34.

4.3Data collectionSaunders et al. (2003) divided sampling techniques into two categories based on their generalizability: probability sampling and non-probability sampling. Using probability sampling implies that the answer to the research question can be generalized across the entire target population on the basis of the responses from the initial sample size. The sample consisted of 120 respondents who were following the Instagram account of Emma Matratzen GmbH (@emma_matratze) until the date of this research. The sampling technique follows homogeneous sampling whereby the respondents share the same or very similar characteristics or traits. Consequently, common preferences in terms of visual content on Instagram can be identified (Kitzinger, 1995). The respondents were selected due to the reason that they tagged (identifying somebody else in a post) Emma Matratzen on their own Instagram page.

200 people were initially selected and informed of the research project and if they were willing to participate. This was done by sending them direct messages on their Instagram profiles. 142 out of the 200 initially selected people agreed to participate in the research and were asked to provide their email addresses where the invitation would be sent. Eventually, 120 people had the characteristics fitting the needed respondents for the research. A consent form was sent to their email so that they can confirm that they have agreed to participate in the research. Appendix 1 shows the consent form sent to the participants.

The data was collected through the use of questionnaires. De Vaus (2002) defines a questionnaire as a method of data collection in which the researcher asks the respondents the same set of questions in the same order. The reliability of the data obtained from questionnaires depends on the way participants interpret it. For maximum reliability, the questionnaires need to be interpreted in the same way by all participants (De Vaus, 2002). In order to achieve this, the researcher needs to ensure that the wordings of the questionnaire are appropriate which in turn will result in less effort in the administration of the questionnaire. The respondents were based on different locations thus making it difficult for the researcher to meet all the respondents face-to-face. As a result of this, self-administered questionnaires were the most appropriate option for the study. Time and cost limitations also assisted in narrowing down the data collection to an online questionnaire where it was administered through emails. Administering the questionnaires through emails offered better reliability since the respondents would conveniently access their emails and answer the questions. Additionally, the method was more feasible since it was easy to forward the emails to the respondents.

The questionnaire consisted of two parts to make it easier to analyze the information. The first consisted of demographic data such as age, gender, and location. The second part comprised of questions that were related to respondents views on visual brand communication on Instagram.

Appendix 2 shows the questions that were administered to the respondents to determine the relationship that existed amongst the constructs that were defined in the literature review. A Likert scale was used to score the questions with the score ranging from 1 representing strongly disagree to 5 showing that the respondent strongly agrees. Considering the time constraints, the questionnaire was designed to take at most 20 minutes to be answered.

Limitations

There are two important factors that need to be taken into consideration during data collection. These are validity and reliability. In the case of a questionnaire, pilot testing needs to be done so as to ensure that the questions are valid which in turn will guarantee the reliability of the collected data. With time being a constraint, such a procedure proved to be difficult but nonetheless a necessary step. Validity and reliability ensures that the motive and responses of the questions are relevant.

4.4Data analysis

The data will be analyzed using descriptive and inferential statistics since they will represent quantitative descriptions in a form that is easily manageable. The descriptive statistics will allow simplification of larger amounts of data thus reducing them inti a simpler summary. Additionally, they will make it easier for making inferences based on the questionnaire choices selected by the participants. The steps in carrying out the analysis were as follows:

A list of categories was developed. Thereby, information from the literature was identified that inform these categories. Gaps in the literature were monitored and it was checked if the categories relate to them.

The categories were used in a Likert scale ranging from 1 5 with 1 indicating Strongly Agree and 5 indicating Strongly Disagree. Participants had to tick on the appropriate level of agreement on the different aspects of each category.

The mean, mode, and median were then calculated based on the questionnaire choices selected by the participants.

Main-theme: Visual brand communication

Sub-theme 1: Color design (German: Farbgestaltung)

Sub-theme 2: Placement of visual elements

Sub-theme 3: Self-identification

Sub-theme 4: Interest-based content

Sub-theme 5: Personalized environment

Sub-theme 6: Captivating brand content

Sub-theme 7: Consistent posts

5FINDINGS

In this section, the findings of the study are presented. The main theme hereby is visual brand communication as presented in chapter

5.1. The main theme is divided into sub-themes to allow for an accurate representation of how users feel about various aspects of visual brand communication on Instagram. The findings are illustrated using descriptive quantitative analysis using mean, median, mode, and minimum and maximum values on the Likert scale. The descriptives are calculated for agreement with various aspects of visual brand communication. After illustrating the findings using descriptive quantitative analysis, inferential statistics will be used to draw inferences with regards to the larger set.

5.1Visual brand communicationVisual brand communication was divided into different categories to allow for an in-depth understanding of the different perspectives on user preferences. The type of visual communication preferred by participants varied according to the...