Impact of consumer engagement on the trustworthiness of a brand within the relationships of instagram brand communities

This study investigates how B2C and C2C relationships within Instagram Brand Communities, increase the
trustworthiness of a brand through consumer engagement. It is critical for marketers to get a deep understanding
of consumer behaviour within these communities, as consumers are more demanding than ever, willing to
participate and get involved in brand activities. The goal of this research is to strengthen this understanding and
gain insights about specific forms of engagement within brand communities based on Instagram. To achieve this
goal a review of the existent literature around engagement and trust within brand communities was carried out,
as well as a qualitative analysis by interviewing 10 young Spanish females. Results show how promoting the
engagement between brands and consumers has a positive impact on the trustworthiness of the brand, which is
critical for brands to create and maintain long-term relationships while developing a successful social media
marketing strategy.