Our newsletterIndependent researchF1000Research, 23 Oct 2025
Interactive Instagram content did the most to build brand trust
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- Reader Note:
- The effect size comes from path analysis on survey responses, not from an A/B test of content.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- None
- Sample:
- Purposive sample of 205 adult respondents in India, recruited via an online Google Forms questionnaire and targeted at consumers who use Instagram for luxury product purchases.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- This was measured in one market. It may not hold where you are.
- The source talks about this as cause and effect — that is its reading, not a finding.
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