Abstract:
Instagram (IG), a prominent photo and video sharing app, launched its
"Instagram Reels" feature in 2020 and saw an immediate surge in popularity.
Fashion firms are increasingly using Instagram Reels as a crucial advertising tool
due to the increase in interaction. This study aims to examine the variables
affecting IG Reels' acceptability and examine Gen Z users' usage trends. The
Technology Acceptance Model (TAM) was used as the framework for this study
to evaluate how Gen Z perceives Reels' utility for a range of uses, including
entertainment, data storage, and self-expression, as well as how user-friendly the
platform is. Data was gathered using a convenience sampling technique using a
Google Forms survey, and 118 valid answers were received. Descriptive
statistics, factor analysis, and logistic regression were involved in the data
analysis. According to the results, users browse Instagram Reels about eleven
times a day, with the peak engagement between six o'clock and midnight. The
study found that novelty, documentation, self-promotion, design, and escapism
are the five main factors that influence Reels' adoption. Given the importance of
IG Reels as a marketing channel and its strong appeal among Gen Z, fashion
brands must craft comprehensive social media strategies that prioritize this
platform. Recommendations include posting content during peak usage hours
and leveraging user-generated content (UGC) to enhance customer engagement
and foster a sense of community. By motivating users to create content, brands
can create a more interactive experience, ensuring they resonate with their
target audience effectively. This strategic approach will maximize the potential
of IG Reels in brand promotion and customer connection.
