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Erschienen in:
2021 | OriginalPaper | Buchkapitel
How Does the Number of Instagram Followers Influence Brand Attitude: The Role of Purchase Intention, Perceived Product Quality, Referrals, Brand Trust, and Gender
verfasst von : Ricardo Dias, Luis F. Martinez, Luisa M. Martinez
Erschienen in: Advances in Digital Marketing and eCommerce
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Abstract
The presence of brands online has intensified over the past decade. Previous research has found that following online updates from a brand’s Facebook page enhances brand evaluations. As Instagram is emerging as one of the most popular social media platforms, we extended previous research by simulating the experience of navigating online on a smartphone while focusing on this platform. Our main goal was to understand if brands with a large number of followers versus brands with a small number of followers are perceived differently by consumers. Findings from two studies (Ntotal = 313) suggest that purchase intention and brand trust are higher for Instagram brand pages with a large number of followers. However, the perceived quality and likeliness to refer the brand to a friend are not affected by the number of followers. Also, we found no significant gender differences across variables.