INSTAGRAM MARKETING AND BRAND IMAGE: EVIDENCE FROM PHARMACEUTICAL INDUSTRIES IN NORTH-CENTRAL NIGERIA

Abstract

The increasing use of social media has created new opportunities for pharmaceutical organizations to communicate with stakeholders and shape favourable brand perceptions. This study examined the predict of Instagram marketing on the brand image of pharmaceutical industries in North-Central Nigeria, with particular focus on Instagram content quality and source credibility. The study adopted a quantitative cross-sectional survey design. The population comprised 4,000 staff of 14 selected registered pharmaceutical companies operating in Kwara State, Niger State and the Federal Capital Territory, Abuja. A sample of 364 respondents was determined using the Taro Yamane formula and selected through a multistage sampling technique. Data were collected using a structured questionnaire measured on a five-point Likert scale. The instrument demonstrated acceptable reliability, with an overall Cronbach’s alpha coefficient of 0.87. Data were analyzed using descriptive statistics, Pearson correlation and multiple regression analysis at the 0.05 level of significance. The findings revealed that Instagram content quality had a significant positive predictor on brand image (β = .371, t = 6.77, p < .001). Source credibility also had a significant positive predictor brand image (β = .502, t = 9.12, p < .001). The regression model was statistically significant (F = 214.02, p < .001) and explained 57.9% of the variation in brand image. Source credibility exhibited a stronger relative predictive relationship with brand image than content quality. The study concludes that effective Instagram marketing can predict pharmaceutical brand image when organizations provide relevant, informative and professionally presented content through credible and trustworthy sources. Pharmaceutical companies should therefore integrate content quality and source credibility into their digital marketing strategies.