Instagram Analysis: Country Comparison on Purchase Intention

This study examines the differences between Instagram users from the USA and Turkey in terms of brand-generated content, consumer-generated content, brand influencers, and brand engagement. Although the purpose of usage could be similar in different regions, Instagram user expectations could change for different countries. Social media marketers can alter their strategies based on cultural differences and Instagram user habits in the countries to attract more customers. Based on cultural differences and user preference, Instagram post and ad content might be updated. Online survey was developed, and data collected from the U.S. and Turkish participants. The findings exhibit audience segmentation and targeting, focus on behavior change (not only awareness or knowledge) and audience orientation/focus social marketing concepts.