HOW INSTAGRAM INFLUENCERS’ CONTENT VALUE AFFECTS CONSUMERS’ BRAND AWARENESS
Journal
ANNUAL OF THE FACULTY OF ECONOMICS - SKOPJE
Date Issued
2021
Author(s)
Abstract
The rise and proliferation of social media have provided consumers with new
channels of interaction with brands. Social media users’ activities include not
only passive information consumption, but also an active content creation as
well. Therefore, companies are increasingly investing in activities regarding
influencer marketing by hiring digital influencers, i.e. social media users with
great influence on their followers. The purpose of this research is to analyze
the informative and entertainment value of the content shared by Instagram
influencers in order to determine its impact on consumers’ awareness of the
brand that is advertised. A survey was conducted, with questionnaire as a
method of data collection, on a sample composed of Instagram users in North
Macedonia that follow influencers. A data set of 77 effective responses was
collected. A multiple linear regression model revealed that entertainment value
has a positive impact on consumer awareness of the existence of the brand
that is advertised. At the end, recommendations for marketing managers in
companies regarding influencer marketing are given, having in mind the goal
to be achieved, i.e. increasing consumers’ awareness of the existence of the
brand.
channels of interaction with brands. Social media users’ activities include not
only passive information consumption, but also an active content creation as
well. Therefore, companies are increasingly investing in activities regarding
influencer marketing by hiring digital influencers, i.e. social media users with
great influence on their followers. The purpose of this research is to analyze
the informative and entertainment value of the content shared by Instagram
influencers in order to determine its impact on consumers’ awareness of the
brand that is advertised. A survey was conducted, with questionnaire as a
method of data collection, on a sample composed of Instagram users in North
Macedonia that follow influencers. A data set of 77 effective responses was
collected. A multiple linear regression model revealed that entertainment value
has a positive impact on consumer awareness of the existence of the brand
that is advertised. At the end, recommendations for marketing managers in
companies regarding influencer marketing are given, having in mind the goal
to be achieved, i.e. increasing consumers’ awareness of the existence of the
brand.
Subjects
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