Lojalitet på Instagram : Vilka faktorer påverkar lojaliteten hos ett företags instagramföljare?

Sammanfattning: Today’s competition among companies has increased due to the development of the Internet. Customer loyalty is crucial for companies in today’s market. It is important to create a customer base, which will result in a positive effect on profit and sustainability. Social media, such as Instagram, has an impact on customers today. Social media has made it possible for companies to be closer to their customer than ever before. The purpose of this study was to explain how a company can influence Instagram followers’ loyalty through the use of Instagram. This study examines several crucial factors which are considered to have an impact on customer loyalty. The study uses a deductive approach and the data was collected using an internetbased survey posted on a specific Instagram account. The result of the empirical study shows evidence to support that the variables community, choice and word of mouth have a significant impact on loyalty through Instagram. There is no evidence in the study that the variables customization, convenience and character have any impact on customer loyalty. The study further examines and suggests that there is no significant relationship between an individual attitude towards a company and the individual actions on Instagram.