Back Issues 11-20

THAI’S FASCINATION WITH FOOD: RACE AND GENDER 

DIFFERENCES IN INSTAGRAM HASHTAG USE 

Rosalin Tomorn

Ph.D. Student, School of Management, Huazhong University of Science and Technology, Wuhan, 430074, P.R.China.

E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Yukun Bao*

Ph.D., Professor, Deputy Director, 

Center for Modern Information Management, School of Management, 

Huazhong University of Science and Technology, Wuhan, 430074, P.R.China.

*Corresponding Author E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

By applying the Social Identity Theory (SIT) and Uses and Gratifications Theory (U&G), the purpose of this study was to investigate the usage of Instagram hashtags among different races and genders. Based on SPSS 23 was used to analysis data and conduct    T-test, One-way ANOVA, Post-hoc test, Least Significant Difference (LSD) test to verify the proposed hypothesis. The results of the study found that race and gender mainly focused on their use of neutral hashtag descriptions and the different hashtags that were used based on their emotions. The findings are insightful about the categorization of informative hashtags on Instagram, which has never been studied before, comprising 10 categories of informative hashtags. To be successful in social media marketing channels, the author suggests that businesses use a variety of hashtags to increase brand awareness for their organizations. Finally, this study indicates that using interest-based hashtags affects the access to target audience, and thus most of businesses tend to use numerous hashtags.

Key words: Hashtag, Hashtags Category, #thaifood, Instagram.

Attachments:

1010 Final.pdf

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221 kB