@inproceedings{75e47218e8a34bc694df44dffc76c5fc,
title = "How does the number of Instagram followers influence brand attitude: The role of purchase intention, perceived product quality, referrals, brand trust, and gender",
abstract = "The presence of brands online has intensified over the past decade. Previous research has found that following online updates from a brand{\textquoteright}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 = "Attitude, Brand trust, Followers, Instagram, Perceived product quality, Purchase intention, Referrals",
author = "Ricardo Dias and Martinez, {Luis F.} and Martinez, {Luisa M.}",
note = "Funding Information: This work was funded by Funda??o para a Ci?ncia e a Tecnologia (UID/ECO/00124/2013, UID/ECO/00124/2019 and Social Sciences DataLab, LISBOA-01-0145-FEDER-022209), POR Lisboa (LISBOA-01-0145-FEDER-007722, LISBOA-01-0145-FEDER-022209) and POR Norte (LISBOA-01-0145-FEDER-022209). This study was also supported by UNIDCOM under a Grant by the Funda??o para a Ci?ncia e a Tecnologia (UIDB/DES/00711/2020) attributed to UNIDCOM/IADE ? Unidade de Investiga??o em Design e Comunica??o, Lisbon, Portugal. The authors declare that they have no conflict of interest. All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards. Informed consent was obtained from all individual participants included in the study. Publisher Copyright: {\textcopyright} 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 2nd Digital Marketing and eCommerce Conference, DMeC 2021 ; Conference date: 29-06-2021 Through 30-06-2021",
year = "2021",
doi = "10.1007/978-3-030-76520-0_13",
language = "English",
isbn = "9783030765194",
series = "Springer Proceedings in Business and Economics",
publisher = "Springer Science and Business Media B.V.",
pages = "121--128",
editor = "Mart{\'i}nez-L{\'o}pez, {Francisco J.} and {L{\'o}pez L{\'o}pez}, David",
booktitle = "Advances in Digital Marketing and eCommerce - 2nd International Conference, 2021",
address = "Germany",
}