How Does the Number of Instagram Followers Influence Brand Attitude: The Role of Purchase Intention, Perceived Product Quality, Referrals, Brand Trust, and Gender

Ricardo Dias (), Luis F. Martinez () and Luisa M. Martinez ()
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Ricardo Dias: Universidade Nova de Lisboa
Luis F. Martinez: Universidade Nova de Lisboa
Luisa M. Martinez: Universidade Europeia

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 121-128 from Springer

Abstract: 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.

Keywords: Instagram; Followers; Attitude; Purchase intention; Perceived product quality; Referrals; Brand trust (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_13

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DOI: 10.1007/978-3-030-76520-0_13

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