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The role of influencers on consumer involvement, belief and purchase intent in the healthy food industry

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Resumo:This dissertation aims to understand the impact of influencers on involvement, belief and purchase intention in the healthy food industry. The research explores in detail the extent to which two main factors of influencer perceived credibility and their ability to engage the consumer, have an impact on the variables analyzed: involvement with healthy choices, positive beliefs about healthy choices and purchase intention related to healthy food choices. The study follows an experimental design with results analyzed between two groups of subjects: one exposed to an influencer post on the social network Instagram and another one who was not subjected to any post. The results analysis between the two groups reveals, first, that influencers have a statistically significant impact on the consumer's involvement, belief and purchase intention in healthy food choices. The analysis also confirms that the perceived credibility of the influencer and its ability to engage the consumer both have an impact on the consumer's involvement, belief and purchase intention in the healthy food industry.
Autores principais:Marinier, Chloé
Assunto:Social media influencers Healthy food Consumer involvement Crença -- Belief Purchase intention Influenciadores de social media Alimentação saudável Envolvimento do consumidor Intenção de compra
Ano:2021
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:ISCTE
Idioma:inglês
Origem:Repositório ISCTE

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