Lululemon's Instagram strategy: a qualitative content analysis using uses and gratifications theory

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.