| Title |
Factors shaping influencer-follower engagement on instagram / |
| Authors |
Baranovskaja, Milija ; Senavaitytė, Gabrielė |
| DOI |
10.15388/VGISC.2023.II |
| ISBN |
9786090709931 |
| Full Text |
|
| Is Part of |
18th prof. Vladas Gronskas international scientific conference, 1st of December, 2023, Kaunas, Lithuania: abstract book.. Vilnius : Vilnius University Press, 2023. p. 70-71.. ISBN 9786090709931 |
| Keywords [eng] |
Instagram influencers ; customer relationships ; follower engagement ; influencer behavior ; customer choices ; trust-building factors ; interaction ; feedback. |
| Abstract [eng] |
This research investigates how actions of “Instagram” influencers impact relationships with customers. In the current times, “Instagram” is saturated with the influencers aiming to engage and attract followers. However, not all influencers assume that it is insufficient producing influencing content alone, as there are other factors that are of equal importance. The article scrutinizes factors influencing customer choices in following specific influencers and building trust. A survey involving 157 participants revealed that out of the 9 traits presented, certain off-putting behaviors in influencer actions stood out, with hypocrisy (60.5%) being the most common. Negative criticism and offensive comments towards others (56%) were also notably prevalent. Conversely, followers are drawn to positive qualities like sincerity (56%), a good sense of humor (55%), and authenticity (50%). Additionally, interaction with followers and providing feedback are crucial in building and maintaining a loyal following, as those ignored by influencers feel disappointed, potentially losing trust and loyalty. |
| Published |
Vilnius : Vilnius University Press, 2023 |
| Type |
Conference paper |
| Language |
English |
| Publication date |
2023 |
| CC license |
|
