Increasing Consumer Engagement on Social Networks: Social Media Influencer’s Followers ‘Like’ to See a Face in a Post

Increasing Consumer Engagement on Social Networks: Social Media Influencer’s Followers ‘Like’ to See a Face in a Post

Purpose – The purpose of the study was to test whether Instagram influencers can affect followers’ engagement using a simple modification to an Instagram post content. Design/Methodology/Approach – The study focused on the posts sampled from Croatian Instagram SMIs with more than ten thousand follo...

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Bibliographic Details
Main Authors: Matia Torbarina, Lara Jelenc, Ivana Brkljačić
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2020-01-01
Series:Tržište
Subjects:
social media influencer
instagram
face
engagement
Online Access:https://hrcak.srce.hr/file/360930

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