Publicação
The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude
| Resumo: | In the last few years, we have noticed the emergence of influencer marketing (Lanz, Goldenberg, Shapira, and Stahl, 2019; Sokolova and Kefi, 2019), specifically of how some of this arising-stars in the social media spectrum have become sources of advice for other consumers, resulting in opinion leaders for the brands they advocate (Casaló, Flavián, and Ibáñez-Sánchez, 2018). As this trend is expected to continue in the near future, the current research focuses in one of the fastest-growing social media platforms - Instagram - (De Veirman, Cauberghe, and Hudders, 2017; Sheldon, Rauschnabel, Antony, and Car, 2017) to understand how Instagrammers and their posts have an impact on consumer’s purchase decisions for the young-adult audiences. Additionally, this study also aims to understand if this content creation influences consumer’s brand attitude (Faircloth, Capella, and Alford, 2016), that is, in the consumer’s opinion about a product or service of a specific brand. |
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| Autores principais: | Bilro, R. G. |
| Outros Autores: | Loureiro, S. M. C.; Rosado-Pinto, F.; Costa, I. |
| Assunto: | Influencer marketing Instagram Purchase decision Brand attitude |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | documento de conferência |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | In the last few years, we have noticed the emergence of influencer marketing (Lanz, Goldenberg, Shapira, and Stahl, 2019; Sokolova and Kefi, 2019), specifically of how some of this arising-stars in the social media spectrum have become sources of advice for other consumers, resulting in opinion leaders for the brands they advocate (Casaló, Flavián, and Ibáñez-Sánchez, 2018). As this trend is expected to continue in the near future, the current research focuses in one of the fastest-growing social media platforms - Instagram - (De Veirman, Cauberghe, and Hudders, 2017; Sheldon, Rauschnabel, Antony, and Car, 2017) to understand how Instagrammers and their posts have an impact on consumer’s purchase decisions for the young-adult audiences. Additionally, this study also aims to understand if this content creation influences consumer’s brand attitude (Faircloth, Capella, and Alford, 2016), that is, in the consumer’s opinion about a product or service of a specific brand. |
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