Analysis of the Trust Offered to Companies Based on the Number of Followers on Instagram

Raluca-Giorgiana (Popa) Chivu (), Ionut-Claudiu Popa () and Bianca Cristiana Voicu ()
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Raluca-Giorgiana (Popa) Chivu: The Bucharest University of Economic Studies, Romania
Ionut-Claudiu Popa: The Bucharest University of Economic Studies, Romania
Bianca Cristiana Voicu: The Bucharest University of Economic Studies, Romania

Ovidius University Annals, Economic Sciences Series, 2022, vol. XXII, issue 1, 521-527

Abstract: The presence of companies on social networks has become, in recent years, a must for attracting and retaining customers. Instagram is one of the most popular social networks, used for promotion and communication campaigns directly from the company and through "influencers". Influencers are those people who are considered role models/landmarks/people of interest by the public, promoting their values and ideas (including companies, products used, customs, etc.). In the online sphere, the more followers you have, the more credibility and importance of opium grows, which is valid for influencers and companies. In this article, we have conducted a marketing experiment to highlight how much the trust offered to companies is based on the number of followers on Instagram.

Keywords: marketing; consumer behaviour; Instagram; the social networking platform (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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