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2023 | OriginalPaper | Chapter

2. Relevance of Instagram Traffic for Brand Management

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Abstract

In 2022 Instagram emerged as particularly adept at referring traffic from its network, towards the promoted websites. Its referral traffic soared when compared to Twitter, LinkedIn, Facebook or Pinterest. These developments revert to Instagram’s ability to continuously increase the number of individuals using the platform.

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Footnotes
1
Web 2.0 delineates the new behavior of internet users. The earlier way of communication between producer and consumer has dissolved. Users today generate content independently and thus, enter into direct dialogue with brands and their environment. BURMANN ET AL. (2018), pp. 221 et seq.; CHIA (2012), pp. 422 et seqq.
 
2
Cf. HIDDESSEN (2019), p. 5; BOERMAN ET AL. (2015), pp. 196 et seq.
 
3
Cf. BURMANN ET AL. (2018), pp. 241 et seqq.; TUTEN/SOLOMON (2018), pp. 11 et seqq.; HIDDESSEN (2020), p. 6; CASALÓ ET AL. (2020) p. 510.
 
4
Cf. ABDULLAHI (2020), p. 10.
 
5
Cf. DATAREPORTAL (2022).
 
6
Cf. DATAREPORTAL (2022).
 
7
Cf. CHEN (2020).
 
8
Cf. STATISTA (2022a); WE ARE SOCIAL—HOOTSUITE (2022).
 
9
Cf. BAILIS (2020); STATISTA (2020b); INSTAGRAM (2017B); KARAGÜR/BECKER/KLEIN/ EDELING (2021), p. 1.
 
10
Cf. STATISTA (2020b); STATISTA (2020a); ABDULLAHI (2020), p. 11.
 
11
Cf. WISE (2022); BELANI (2022).
 
12
Cf. ABDULLAHI (2020), p. 11.
 
13
Cf. INSTAGRAM (2019); INSTAGRAM (2020D); INSTAGRAM (2020E); INSTAGRAM (2020F).
 
Metadata
Title
Relevance of Instagram Traffic for Brand Management
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_2

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