Instagram influence

This study aims to develop a theoretical model that examines the influence of trustee characteristics on customer trust, attitude, and willingness to buy, using the theory of reasoned action (TRA). A survey was conducted, collecting 200 valid questionnaires from customers in Vietnam who use Instagram, Facebook, Twitter, and TikTok.

20p vibego 02-02-2024 4 0   Download

The paper attempts to provide detailed insights into the research carried so far in the area of Instagram and its influence on global consumers. User and marketer generated content and its influence on the psyche of the consumers is touched upon. The impact of influencers on the buying behaviour of Instagram users is discussed. The concept of establishing brand communities and co-creating value on social media is presented.

8p cothumenhmong11 11-05-2021 24 2   Download