Year of Graduation
Self-Censorship in Social Media and Its Influence on User Involvement in Brand Giveaways on Instagram
Advertising and Public Relations
In recent years, brands started to use Instagram giveaways in case to increase consumer’s loyalty. Participation in such online activations implies a publication of posts related to the brand, it follows that users refuse to participate in giveaways because they self-censor the content they upload. In order to determine which factors influence the decision of users to participate, we used the Theory of Planned Behavior and factor analysis of the data collected from the survey. Also, regression analysis was conducted to identify correlations between selected factors and dependent variable. The result of this work is a developed model which describes a two-stage process of pre-choice valuation of the decision to participate and explains which factors have the greatest impact on the choice of behavioral strategy – participation or self-censorship.