Martinez, Luis Manuel da Silva Pereira FructuosoDias, Ricardo o Luís Picado do Nascimento2018-06-192018-06-192018-01-15http://hdl.handle.net/10362/39723Presence 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.engFollowersInstagramPurchase intentionPerceived qualityNet promoter scoreBrand trustmaster thesis201864606