The most common reasons of wanting to follow a company on Instagram are, as shown in
table 4, to show a positive opinion of a company, to get information about a company and/or
because the company shares interesting or entertaining content. From these numbers, we
deem it safe to make an assumption that the users who are not followers of any companies on
Instagram today could be persuaded to become followers, if they either develop strong
feelings about a company or find a company that publishes content that strongly appeals to
them. The second largest reason for following a company on Instagram seems to imply that
most users of companies’ Instagram profiles already have a preconceived positive opinion
about the company that has been forged outside of the sphere of Instagram.