Understanding the Motivations for Participating in a Virtual Brand Community on Instagram: A case study of an international beauty brand

Aims: This study aims to explore the motivations driving consumers to actively participate in a virtual brand community
on Instagram, using Sephora’s international community as a case study. It seeks to identify the different categories of motivations and understand how they contribute to engagement within visually oriented social media environments.

Study Design: An exploratory qualitative study combining netnography and semi-structured interviews. The research was conducted online within Sephora’s international Instagram community. Data collection was carried out through digital observation and interviews with active community members. 

Methodology: A qualitative exploratory approach was adopted. The study involved netnographic observation of interactions within Sephora’s Instagram community and semi-structured interviews with 12 active users. Data were analyzed to identify underlying motivations for participation. Seven categories of motivations emerged: informational, social, hedonic, altruistic, visibility-related, identity-related, and affective. These motivations were grouped into utilitarian logics (information seeking, mutual support) and symbolic logics (self-expression, belonging, recognition).

Results: The findings reveal that engagement in Sephora’s Instagram community is driven by a combination of utilitarian and
symbolic motivations. The analysis highlights the central role of aesthetics, emotional expression, and interactivity in fostering user participation. Motivations related to identity, visibility, and social belonging are particularly significant in visually oriented platforms such as Instagram.