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Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

Author

Listed:
  • Evelina Francisco
  • Nadira Fardos
  • Aakash Bhatt
  • Gulhan Bizel

Abstract

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.

Suggested Citation

  • Evelina Francisco & Nadira Fardos & Aakash Bhatt & Gulhan Bizel, 2021. "Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(2), pages 1-20, June.
    • Handle: RePEc:ibn:ijmsjn:v:13:y:2021:i:2:p:20
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    Citations

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    Cited by:

    1. Taerin Chung & Kwang-Yong Lee & Uk Kim, 2022. "The Impact of Sustainable Management Strategies of Sports Apparel Brands on Brand Reliability and Purchase Intention through Single Person Media during COVID-19 Pandemic: A Path Analysis," Sustainability, MDPI, vol. 14(12), pages 1-12, June.
    2. Hashed Mabkhot & Normalisa Md Isa & Ammar Mabkhot, 2022. "The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia," Sustainability, MDPI, vol. 14(19), pages 1-15, September.
    3. Ronnie Das & Wasim Ahmed, 2022. "Rethinking Fake News: Disinformation and Ideology during the time of COVID-19 Global Pandemic," IIM Kozhikode Society & Management Review, , vol. 11(1), pages 146-159, January.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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