Sep 2026· Proceedings of the 29th Global Conference on Business Management and Economics· pp. 18-25· 0 citations
Abstract
Many businesses harness social media influencers on Instagram to promote their products. Influencer posts are often not perceived to be advertising. Because of their authenticity and credibility, posts on Instagram have a wide reach to an engaged audience. In order to measure the success of a social media campaign on Instagram individual methods of engagement-, reach-, traffic- and sentiment-metrics are used. Due to the simplicity and costeffectiveness of the data collection most companies prefer to use a measurement of numbers rather than of sentiment. However, quantitative metrics can lead to inaccurate conclusions about the effectiveness since they can be altered by the influencer’s behavior. This study aims to identify the strategy of giveaways as an intentional manipulation of the outcome of the measurement metrics by the influencers on Instagram. The results, based on data collection form posts of 18 female German influencers during a 24 hour surveillance of 21 days, suggest that the promotional tactic of giveaways purposefully influence and boost the traditional metrics of effectiveness measurement.
This work examines the determinants of the success of social media influencer (SMI) brand ambassadors‘ persuasive power on customer retention due to the fastest growing social network and the evolving of the influence marketing as a marketing strategy in the business world. It analyses the impact of social media influe...
Patricia Matienga, Gift Manhimanzi, Edson Chagwedera· Futures: The Zimbabwe Ezekie...· 0 citations
This study examines the political communication strategies employed by Spanish parties on social media during the 2023 general election campaign. The objective is to identify usage patterns and to assess the equalizing or normalizing role of these platforms, with particular attention to personalization, populism, and u...
V. Fenoll· Communication & Society· 0 citations
This study aims to examine the effect of Instagram Social Media Marketing and Word of Mouth on Purchase Decisions at Berga Coffee in Tangerang City, both partially and simultaneously. This research employed a quantitative approach using a survey method. The population consisted of 20,667 Berga Coffee consumers in Tange...
Munarsih Munarsih, Selma Yanti· Journal of Social Science an...· 0 citations
ABSTRACT This study examines the role of influencer marketing-related communication factors in affecting consumers’ trust in the posts of influencers, which subsequently affects their urge to buy impulsively (UBI). Additionally, this study looks at how product affection functions as a mediator and persuasion knowledge...
Komal Shamim, Muhammad Azam· Journal of Global Scholars o...· 0 citations
This study examined the use of Instagram as a tool for the promotion and advertisement of art
galleries and art collections in Port Harcourt. The study specifically investigated the effectiveness
of Instagram as a promotional platform, its influence on consumers’ purchase decisions, residents’
perception of its use...
Ifeanyi C. Ehule· INTERNATIONAL JOURNAL OF MAR...· 0 citations
The study is situated in the wider transformation of marketing communication brought about by social media, particularly in the beauty industry, where digital content, peer-like endorsement, and influencer credibility frequently substitute for or outperform traditional advertising. The authors argue that influencer mar...
Puseletso Nthate, N. Tshidzumba· Journal of Arts Humanities a...· 0 citations
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