Exploring customer engagement with Instagram influencers, post Covid-19

Abstract

Purpose: The study was aimed to investigate the cause-and-effect relationship between COVID- 19 restrictions and customer engagement on Instagram between the relationship of users and Influencers. It also investigated changes in customer engagement due to COVID-19 restrictions with respect to the variables trust, interactivity, virtual experience, and visual display of content.

Method: The study was designed to investigate an effect of covid-19 restriction on a large audience. A Survey of 633 participants who were active Instagram users and had active engagement with Instagram Influencers was conducted. The participants were qualified based on their engagement with Instagram Influencers before proceeding with the survey.

Findings: The findings of the study indicates that COVID-19 restrictions moderated the relationship between trust and customer engagement for both Instagram users and Influencers. All variables (trust, interactivity, virtual experience, and visual display of content) had a positive relationship with customer engagement for both Instagram users and Influencers. Businesses can use the findings to adjust their marketing strategies and investments in social media to maintain engagement with their target audience.

Contribution: The contribution of the study is that it provides insights into the impact of COVID-19 restrictions on customer engagement on Instagram for both users and Influencers. It also offers practical implications for Instagram Influencers and businesses in adapting to COVID-19 restrictions to maintain customer engagement and build trust with their audience. It can also be used by businesses to adjust their marketing strategies and investments in social media during times of crisis, ensuring that they remain connected with their customers and maintain their online presence on the platform.

Rights

This content is not covered by the Open Government Licence. Please see source record or item for information on rights and permissions.

Cite as

Downloadable citations

Identifiers

Repository URI

https://rke.abertay.ac.uk/en/studentTheses/c42e16f1-dd9d-4161-a285-bb55a5e90bb2