Vol. 14 No. 3 (2026): Business & Management Studies: An International Journal
Articles

Perception of Instagram and Twitter/X brand personality by a predominantly young sample: An exploratory factor analysis study

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  • Oğuz Yavuzyılmaz
Oğuz Yavuzyılmaz
Assist. Prof. Dr., Kocaeli University, Kocaeli, Türkiye

Published 2026-09-25

Keywords

  • Marka Kişiliği, Instagram, Twitter/X, Sosyal Medya, Açımlayıcı Faktör Analizi
  • Brand Personality, Instagram, Twitter/X, Social Media, Exploratory Factor Analysis

How to Cite

Perception of Instagram and Twitter/X brand personality by a predominantly young sample: An exploratory factor analysis study. (2026). Business & Management Studies: An International Journal, 14(3), 1934-1952. https://doi.org/10.15295/bmij.v14i3.2814

Copyright (c) 2026 Oğuz Yavuzyılmaz

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Perception of Instagram and Twitter/X brand personality by a predominantly young sample: An exploratory factor analysis study. (2026). Business & Management Studies: An International Journal, 14(3), 1934-1952. https://doi.org/10.15295/bmij.v14i3.2814

Abstract

This study identifies the brand personality structures attributed to Instagram and Twitter/X in a predominantly young sample and examines whether evaluations on the resulting dimensions differ by platform preference, gender, and age. Data were collected from 453 participants using an instrument adapted from Aksoy and Özsomer’s (2007) 39-adjective Turkish brand personality scale. Principal component analysis was used within an exploratory factor-analytic framework for data reduction and exploratory structure identification, together with Direct Oblimin rotation, Cronbach’s alpha, independent-samples/Welch t-tests, one-way ANOVA, Bonferroni correction, and effect sizes. Six Instagram dimensions—Dynamism, Moderation, Trust, Competence, Attractiveness, and Enthusiasm—explained 61.8% of variance (α = 0.933); five Twitter/X dimensions—Dynamism, Moderation, Competence, Attractiveness, and Enthusiasm—explained 63.4% (α = 0.954). After correction, Instagram-preferring users rated Instagram higher on four dimensions, whereas Twitter/X-preferring users rated Twitter/X higher on all five dimensions. The only corrected gender difference was higher Instagram Competence among men; no age-group difference was significant. The findings show marked platform-preference differences and limited demographic variation.

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