Data for: Exploring customer engagement with Instagram influencers, post Covid-19

Abstract

This dataset was collected as part of a Masters by Research project. The data comprises responses collected from 633 Instagram users globally, aged between 18-35 yrs age, on the relationship between Instagram users and Influencers using a 5-point Likert scale survey on Qualtrics. The socio-demographic data was on their profession, frequency of usage, and reason for use. The study aimed to investigate the cause-and-effect relationship between COVID- 19 restrictions and customer engagement on Instagram between the relationship of users and Influencers. The study looks at the different variables that impact customer engagement between influencers and users on Instagram, such as trust, interactivity, virtual experience, and visual display of content.

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Identifiers

DOI

https://doi.org/10.57995/s23c-f676

Repository URI

https://rke.abertay.ac.uk/en/datasets/0d628706-ca35-42c8-afe1-d61e63dcf41a