Influence Marketing on Instagram: the case of furniture industry in Belgium

In this piece of research, the main topic developed is that of influence marketing, and more specifically, in terms of the social network platform Instagram. In particular the benefit of the emotional bond between social influencers and their followers has been developed. The area of application that has been focused on is that of furniture within the Belgian population. Moreover, this study will allow for an in-depth look at the characteristics of influencers in the furniture sector. Additionally, through a quantitative study, 200 respondents were questioned on the impact of social influencers on their purchasing behaviour. After careful analysis of the results, this study has provided information about the impact of social influencers in the furniture sector on the purchasing decision process of Belgian consumers. Keywords: influencer marketing, furniture industry, Instagram, Belgian consumers, buying decisions process