Publicação
“Love that outfit!” The role of social advertising, through companies or influencers, on consumers’ behavioral responses
| Resumo: | In today's digital age, social media platforms such as Instagram have become powerful marketing channels for companies, especially in the fashion industry, more specifically in the luxury fashion industry. Influencers play an important role in shaping consumer behavior and influencing purchasing decisions. It is therefore essential for luxury fashion brands and marketing professionals to understand how consumers react to influencers and brand advertising on social media. This study analyses consumer reactions to social media advertising, with a particular focus on Instagram, in the luxury fashion industry. The study aimed to determine whether consumers respond differently to influencer advertising and luxury brand advertising, examining the effectiveness of influencer marketing and brand advertising in capturing consumer attention, influencing purchasing decisions and trust. The results indicate that the type of information (brand or influencer) did not have a significant impact on engagement, but participants showed slightly more trust in brand information. Engagement is strongly linked to purchase intention, with a less consistent relationship with trust. The analysis suggests that while engagement positively influences purchase intention and trust, trust does not significantly affect purchase intention. Thus, the preference between brands and influencers is unclear, and trust in influencers versus brands is uncertain. On the other hand, celebrity influence seems to play a role, but does not significantly affect purchase intention. As social media platforms continue to evolve and play an integral role in consumers' lives, understanding consumer behavior and preferences is key to developing a successful advertising strategy. Luxury fashion brands can use this knowledge to optimize their Instagram advertising campaigns to ensure audience engagement, brand loyalty and increased conversions. |
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| Autores principais: | Costa, Matilde Pereira e Barreto Viegas e |
| Assunto: | Social Media Marketing Influencer Marketing Luxury Fashion Advertising Social Media engagement SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption |
| Ano: | 2024 |
| 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 |
| Resumo: | In today's digital age, social media platforms such as Instagram have become powerful marketing channels for companies, especially in the fashion industry, more specifically in the luxury fashion industry. Influencers play an important role in shaping consumer behavior and influencing purchasing decisions. It is therefore essential for luxury fashion brands and marketing professionals to understand how consumers react to influencers and brand advertising on social media. This study analyses consumer reactions to social media advertising, with a particular focus on Instagram, in the luxury fashion industry. The study aimed to determine whether consumers respond differently to influencer advertising and luxury brand advertising, examining the effectiveness of influencer marketing and brand advertising in capturing consumer attention, influencing purchasing decisions and trust. The results indicate that the type of information (brand or influencer) did not have a significant impact on engagement, but participants showed slightly more trust in brand information. Engagement is strongly linked to purchase intention, with a less consistent relationship with trust. The analysis suggests that while engagement positively influences purchase intention and trust, trust does not significantly affect purchase intention. Thus, the preference between brands and influencers is unclear, and trust in influencers versus brands is uncertain. On the other hand, celebrity influence seems to play a role, but does not significantly affect purchase intention. As social media platforms continue to evolve and play an integral role in consumers' lives, understanding consumer behavior and preferences is key to developing a successful advertising strategy. Luxury fashion brands can use this knowledge to optimize their Instagram advertising campaigns to ensure audience engagement, brand loyalty and increased conversions. |
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