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Buldakova, Anastasiia (2024) Examining female millennials’ purchase intentions for dining in Irish independent restaurants through content engagement on Instagram. Masters thesis, Dublin, National College of Ireland.
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Abstract
Generation Y, also known as ‘digital natives’, was exposed to technology from a very early age. The Web 2.0 and Millennials traits on social media such as hyperconnectivity, cocreation, and self-broadcasting have led to the shift from disruptive marketing communications to tradigital marketing strategies – two-way dialogue communication between brand and consumer, fostering content engagement. Corresponding with it, marketing specialists in the restaurant industry have no choice other than to invest resources in developing a content strategy on Instagram, that can attract female Millennials, using several types of content: user-generated content, firm-generated content, photo, video, and text-based content.
The main objective of this research is to investigate the topic of purchase intentions through content engagement on Instagram of female millennials in the sector of Irish independent restaurants. After the defined gap in the literature is filled, the author aims to contribute to independent restaurant industry marketing by developing a list of recommendations of best practices usage content engagement for purchase decisions.
The research methodology is interpretivism in epistemology, supported by an inductive approach with a qualitative method of collecting data. The way of collecting data is semi-structured in-depth interviews conducted with three female Millennials residents of Ireland, active Instagram users.
The findings of this study propose that Instagram content has a great impact on the purchasing decisions of female Millennials in the independent restaurant industry in Ireland. Because of Instagram's constant development and updates of features, future research in the field can be done to monitor the consumer behaviour of the platform.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Bane, Michael UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks |
| Divisions: | School of Business > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Aug 2025 10:23 |
| Last Modified: | 14 Aug 2025 10:23 |
| URI: | https://norma.ncirl.ie/id/eprint/8526 |
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