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How the number of followers influences brand attitude: a study on purchase intention, perceived quality, brand trust and net promoter score
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Orientador(es)
Resumo(s)
Presence of brands online has intensified over the past decade with Instagram being one of the main platforms. Previous research has found that following a brand’s Facebook page updates online enhances brand evaluations. With the help from Portuguese-speaking participants, we extended previous research by simulating the experience of navigating Instagram on a smartphone. The objective was to understand if brands with a large number of followers versus brands with a small number of followers are perceived differently by customers. The findings suggest that purchase intention and brand trust are positively influenced by a large number of followers in a brand page. The perceived quality and likeliness to refer the brand to a friend did not show meaningful differences. There were also no significant behavioral gender differences.
Descrição
Palavras-chave
Followers Instagram Purchase intention Perceived quality Net promoter score Brand trust