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, Luisa M. Martinez

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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.

Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce - 2nd International Conference, 2021
EditorsFrancisco J. Martínez-López, David López López
PublisherSpringer Science and Business Media B.V.
Pages121-128
Number of pages8
ISBN (Print)9783030765194
DOIs
Publication statusPublished - 2021
Event2nd Digital Marketing and eCommerce Conference, DMeC 2021 - Barcelona, Spain
Duration: 29 Jun 202130 Jun 2021

Publication series

NameSpringer Proceedings in Business and Economics
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

Conference2nd Digital Marketing and eCommerce Conference, DMeC 2021
Country/TerritorySpain
CityBarcelona
Period29/06/2130/06/21

Keywords

  • Attitude
  • Brand trust
  • Followers
  • Instagram
  • Perceived product quality
  • Purchase intention
  • Referrals

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