Branding Strategies in Instagram Digital Media Among Students at University of Baghdad, Iraq
Keywords:
University of Baghdad, Instagram, Strategy , Branding, Digital MediaAbstract
This study aimed to develop and validate effective branding strategies in Instagram digital media among students at the University of Baghdad, Iraq. An exploratory mixed-method design was used. In the qualitative phase, 25 branding and digital media experts were selected through purposive and snowball sampling for interviews. Data were analyzed using open, axial, and selective coding to extract core categories. In the quantitative phase, the statistical population comprised 8000 students, with a sample of 366 selected based on the Morgan table. A researcher-made questionnaire was used, and data were analyzed with SPSS for descriptive statistics and SmartPLS for confirmatory factor analysis and structural equation modeling. Reliability was tested through Cronbach’s alpha and construct reliability, and validity was assessed through convergent and discriminant validity. Confirmatory factor analysis showed that all components had significant factor loadings (p<0.001). Five strategic categories emerged: causal strategies (audience needs and consumption patterns, advertising opportunities, effective content creation), intervening strategies (importance of content engagement, political–socio-cultural factors, content visibility), contextual strategies (competitiveness, brand positioning, socio-economic impacts), consequences (audience trust and loyalty, increased sales and revenue, maintaining interaction and trust), and final strategies (building trust and audience engagement, audience culture and values, technology). All constructs showed AVE>0.5 and composite reliability and Cronbach’s alpha above 0.7, confirming good model fit. The identified strategies provide an effective framework for developing digital branding on Instagram among University of Baghdad students, enhancing engagement, audience loyalty, and brand revenue growth.
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