Educational Branding Through Instagram Influencers: Effectiveness of Collaborative Approaches
Year: 2025
Type: article
Study design: Observational Study
Abstract: In the ever-evolving digital landscape, collaborations on various social media platforms are on the rise, encompassing both advantages and disadvantages for brands.This research investigates collaborations on Instagram with educational brands and their impact on audience engagement, evaluates their influence on consumer attitudes, perceptions, and trust regarding educational content and associated brands, and identifies the role these collaborations play in shaping consumer decision-making.It addresses the core question: What are the effects of influencer collaborations on visibility, engagement, and perceived ethicality of educational brands?By situating the findings within the framework of media literacy, the study underscores how critical assessment skills empower audiences to navigate influencer content responsibly.The research employs a thorough survey of 285 active Instagram users, utilizing a mixed-method questionnaire comprising Likert and nominal scale questions to provide both quantitative evaluations and qualitative insights.The survey responses were analyzed using correlation analysis through the Statistical Package for the Social Sciences (SPSS), ensuring methodological rigor.The results highlight the dual nature of influencer collaborations: while they enhance brand visibility, they also raise questions about ethical practices and learning outcomes, underscoring the need for improved media literacy.Additionally, these collaborations significantly affect customer perceptions and trust, providing businesses with an authentic identity and influencing consumer decision-making processes.This study also contributes to media and marketing research by offering insights for practitioners aiming to design effective and ethical influencer strategies in education, while promoting media literacy among audiences.
Source: Mediaobrazovanie
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
SDG: Quality education
Open Access status: bronze
OpenAlex ID: W4414183073