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‘It’s all about the packaging’: investigation of the motivations, intentions, and marketing implications of sharing photographs of secondary packaging on Instagram

Ilich, K.L.; Hardey, M.

‘It’s all about the packaging’: investigation of the motivations, intentions, and marketing implications of sharing photographs of secondary packaging on Instagram Thumbnail


Authors

K.L. Ilich



Abstract

The phenomenon of ‘unboxing’ purchases has confidently and prolifically emerged into popular culture, with consumer-generated images of the branded and stylised shopping bags, boxes, and parcels from new acquisitions now ubiquitous in the social media world. Bringing this relatively unexplored phenomenon from popular culture into the academic literature, this netnographic investigation coupled with in-depth semi-structured interviews aims to understand the motivations, intentions, and marketing implications of such image sharing. Four distinct but interwoven uses and gratifications emerged, driven by identity presentation, documentation, socialisation, and aesthetics. Actions appeared to be rooted in hedonic and symbolic play for both the self and others, but also had significant ability to actively and incidentally influence brand communities, brand perceptions, and consumption intentions. Findings confirmed and extended current uses and gratifications theories surrounding both conspicuous brand association and Instagram involvement and suggested the multi-directional impact of secondary image sharing for individuals, peers, and brands.

Citation

Ilich, K., & Hardey, M. (2020). ‘It’s all about the packaging’: investigation of the motivations, intentions, and marketing implications of sharing photographs of secondary packaging on Instagram. Information, Communication and Society, 23(1), 1-19. https://doi.org/10.1080/1369118x.2018.1478983

Journal Article Type Article
Acceptance Date May 14, 2018
Online Publication Date Jun 5, 2018
Publication Date 2020
Deposit Date May 17, 2018
Publicly Available Date Dec 5, 2019
Journal Information, Communication and Society
Print ISSN 1369-118X
Electronic ISSN 1468-4462
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 23
Issue 1
Pages 1-19
DOI https://doi.org/10.1080/1369118x.2018.1478983
Keywords Secondary packaging, Carrier bags, Instagram, Motivation, Identity
Public URL https://durham-repository.worktribe.com/output/1331080

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