The influence of instagrammers on consumer behavior : towards a conceptuel framework of engagement
Shehrazed Dada and Salima Jazi
Research Laboratory in Management, Marketing and Communication
ENCG Settat, Univeristy Hassan 1er, Settat, Morocco
Brands are getting ahead of their communication on social media by developing partnerships with influencers on plateforms like youtube and Instagram.The purpose of this paper is to explain the phenomenon of consumer engagement with influencers on the social network Instagram, and specifically, to identify the determinants of consumer engagement with instagrammers. We draw a conceptual framework based on previous scientific research to explain the influence of instagrammers on consumer behavior through three engagement dimensions : interaction, recommendation and purchase intention.
Keywords: Instagram, influence, engagement, influencers, instagrammers
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