Publicação
Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
| Resumo: | Instagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed. |
|---|---|
| Autores principais: | Melo, Margarida de Oliveira Saraiva de |
| Assunto: | Theory of planned behaviour Instagram Influencers Engagement Advertising |
| Ano: | 2019 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| _version_ | 1865920616536735744 |
|---|---|
| author | Melo, Margarida de Oliveira Saraiva de |
| author_facet | Melo, Margarida de Oliveira Saraiva de Melo, Margarida de Oliveira Saraiva de |
| author_role | author |
| contributor_name_str_mv | Martinez, Luís Filipe RUN |
| country_str | PT |
| creators_json_str | [{\"Person.name\":\"Melo, Margarida de Oliveira Saraiva de\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Martinez, Luís Filipe RUN |
| datacite.creators.creator.creatorName.fl_str_mv | Melo, Margarida de Oliveira Saraiva de |
| datacite.date.Accepted.fl_str_mv | 2019-01-15T00:00:00Z |
| datacite.date.available.fl_str_mv | 2019-05-02T15:48:30Z |
| datacite.date.embargoed.fl_str_mv | 2019-05-02T15:48:30Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Theory of planned behaviour Influencers Engagement Advertising |
| datacite.titles.title.fl_str_mv | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| dc.contributor.none.fl_str_mv | Martinez, Luís Filipe RUN |
| dc.creator.none.fl_str_mv | Melo, Margarida de Oliveira Saraiva de |
| dc.date.Accepted.fl_str_mv | 2019-01-15T00:00:00Z |
| dc.date.available.fl_str_mv | 2019-05-02T15:48:30Z |
| dc.date.embargoed.fl_str_mv | 2019-05-02T15:48:30Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10362/68346 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Theory of planned behaviour Influencers Engagement Advertising |
| dc.title.fl_str_mv | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Instagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://run.unl.pt/bitstreams/4304cdd5-b193-4991-89b4-f7b5bc265036/download |
| id | run_7484a7d84c8fa8feb6a01cbb7b99034e |
| identifier.url.fl_str_mv | http://hdl.handle.net/10362/68346 |
| instacron_str | unl |
| institution | Universidade Nova de Lisboa |
| instname_str | Universidade Nova de Lisboa |
| language | eng |
| network_acronym_str | run |
| network_name_str | Repositório Institucional da UNL |
| oai_identifier_str | oai:run.unl.pt:10362/68346 |
| organization_str_mv | urn:organizationAcronym:unl |
| person_str_mv | Melo, Margarida de Oliveira Saraiva de |
| publishDate | 2019 |
| reponame_str | Repositório Institucional da UNL |
| repository_id_str | urn:repositoryAcronym:run |
| service_str_mv | urn:repositoryAcronym:run |
| spelling | engpt_PTInstagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed.application/pdfpt_PTTraditional and influencers’ instagram advertising: an application of the theory of planned behaviourMelo, Margarida de Oliveira Saraiva deMartinez, Luís FilipeHostingInstitutionOrganizationalRUNe-mailmailto:run@unl.ptrun@unl.ptURNurn:tid:2022237872019-05-02T15:48:30Z2019-01-152019-01-15T00:00:00ZHandlehttp://hdl.handle.net/10362/68346http://purl.org/coar/access_right/c_abf2open accessTheory of planned behaviourInstagramInfluencersEngagementAdvertising1149519 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesishttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://run.unl.pt/bitstreams/4304cdd5-b193-4991-89b4-f7b5bc265036/download |
| spellingShingle | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour Melo, Margarida de Oliveira Saraiva de Theory of planned behaviour Influencers Engagement Advertising Melo, Margarida de Oliveira Saraiva de Theory of planned behaviour Influencers Engagement Advertising |
| status | NEW |
| subject.fl_str_mv | Theory of planned behaviour Influencers Engagement Advertising |
| title | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| title_full | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| title_fullStr | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| title_full_unstemmed | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| title_short | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| title_sort | Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour |
| topic | Theory of planned behaviour Influencers Engagement Advertising |
| topic_facet | Theory of planned behaviour Influencers Engagement Advertising |
| url | http://hdl.handle.net/10362/68346 |
| visible | 1 |