The Effectiveness of Interactive Stickers Used on Instagram Stories in Influencing Generation Z's Perception towards Brands : a Study on the Persuasiveness of Visual Communication on Social Media

Sanggar, Naandhini (2022) The Effectiveness of Interactive Stickers Used on Instagram Stories in Influencing Generation Z's Perception towards Brands : a Study on the Persuasiveness of Visual Communication on Social Media. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Instagram is a popular social media platform that enables users from all over the world to engage and connect with one another. Instagram’s attractive features is keeping the application lively and being a useful medium not just for personal uses but also for business purposes. Brands use Instagram’s best features to keep their consumers engaged and increase brand awareness. This study aims to find out about the effectiveness of interactive stickers used on Instagram Stories in influencing Generation Z’s perception towards brands, how they perceive their relationship with brands as well as the impact of interactive stickers used by brands on Instagram Stories towards Generation Z’s responses and actions including interactions, participation and sharing. The researcher has collected 100 responses from survey questionnaires using Google Form. Findings showed that about 87% of the respondents were aware of Instagram's Interactive Stickers and think that it is important for brands to entertain their consumers by using the Interactive Stickers. There are still many brands, especially small businesses out there that are not aware of Instagram's Interactive Stickers and their other useful features which can be used to create more brand awareness and can engage better with their target audience through this application. Since Generation Z are very much trendy and technology savvy, brands can simply make use of this platform and its features to specifically target potential consumers.