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Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour

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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

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