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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Raluca-Giorgiana (Popa) Chivu & Ionut-Claudiu Popa & Bianca Cristiana Voicu, 2022. "Analysis of the Trust Offered to Companies Based on the Number of Followers on Instagram," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 521-527, September.
    • Handle: RePEc:ovi:oviste:v:xxii:y:2022:i:1:p:521-527
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    References listed on IDEAS

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    2. Chen, Yubo & Fay, Scott & Wang, Qi, 2011. "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve," Journal of Interactive Marketing, Elsevier, vol. 25(2), pages 85-94.
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    More about this item

    Keywords

    marketing; consumer behaviour; Instagram; the social networking platform;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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