Billion of people use social media globally, and it has become fast clear that one of the technologies defining our generation. Facebook states to have 2.38 billion monthly active users and 1.56 billion daily active users (Facebook, 2019). With 42.3% of the global population accounted for, the total number of social media users estimated to reach 3.29 billion in 2022 eMarketer, 2018. Given the enormous potential audience accessible who spends many hours a day on social media, it is not surprising that marketing teams of different companies have embraced social media as a marketing tool. One such very popular social media marketing strategy is influencer marketing. Under this type of marketing, "influencers—people with a sizable following on social media platforms—endorse a company's goods or services to their following. From a market worth of $1.7 billion in 2016 to $13.8 billion in 2021, influencer marketing has demonstrated amazing expansion over the previous six years (Maa...
Instagram's foundation is user sharing of pictures and videos for their community. Indeed, on Instagram users join other accounts and vice versa; they are the followers (Billiot, 2015). Instagram engagement results in likes, comments, shares, and save posts of material by followers. Under their posts, users may also include hashtags, which depending on their popularity increases visibility and interaction (ibid). Social network online environments let people communicate and share inside rich interest-based groups. Likelihood, comments, and sharing of their content shapes interactions (Shamsudeen and Ganeshbabu, 2018). Influencer marketing also fits this phenomena. This approach uses largely electronic word-of- mouth and influencers on networks to distribute information and link followers with brands (Pophal, 2016). Instagram is very visual and lets influencers distribute material and interact with their followers; so, influencer marketing is rather common on the platform (Ja soci...