Building engagement and trust on Instagram: a netnographic case study of a doctor’s communication strategies

Purpose This paper aims to examine how marketing communication on Instagram fosters relationship building between a nutrologist and followers, emphasizing the role of social media engagement within the framework of commitment and trust theory in relationship marketing. Design/methodology/approach Using a qualitative netnographic approach, the study analyzed 116 posts published over a six-month period on a nutrologist’s Instagram profile with 87,000 followers. Posts were categorized and examined to identify engagement patterns based on content type and format. Findings Informative, interactive and personalized posts were found to drive higher follower interaction, with video content proving most effective. Topics such as nutrition, supplementation and weight loss attracted significant engagement. Practical implications The findings suggest that strategic communication on social media can strengthen trust and credibility, aiding patient retention and enhancing the promotion of health services, while also drawing attention to ethical challenges in disseminating medical information. Originality/value This study contributes to the literature by demonstrating how specific communicational strategies on social media platforms influence engagement dynamics in the healthcare context, offering insights for practitioners seeking to build stronger relationships with their audiences.