Abstract:

Social media has quickly become the most essential communication and information-sharing tool in the daily lives of millions of people around the world. In a social network there are members who disseminate information and others who evaluate and repost it. This makes it possible to disseminate the maximum of information in a very reduced time and cost. The first source members of information are called "influencers". Detecting influencers is very important and useful in different areas. In marketing, for example, influencer detection lowers the cost of advertising by paying a small number of members to share positive opinions about a particular product

In This context we are interested in this social media marketing tool, namely influencers. More objectively and more concretely, we focused and focused on the role of the gender of followers in their responses to recommendations of a commercial type on the social network Instagram. To do this, we first carried out an exploratory study. Thus, we built a detailed review of the literature on the subject and conducted a quantitative study in order to understand and interpret certain phenomena and behaviors of followers on Instagram.