Publicação
The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
| Resumo: | The continuous growth of social media has been allowing certain users to emerge as opinion leaders as they attract a substantial number of users on these platforms. These opinion leaders, or social media influencers, can influence and change their followers’ ideas, opinions, values and even their habits, which makes them highly attractive to brands and their marketing strategies. A new way of advertising a brand is born, as influencer marketing comes in the picture and presents a more cost-effective way of promoting a brand. However, what happens when the brand endorser is also the brand owner? It is becoming more common to see influencers creating their own brands, especially in the fashion industry. This research aims to study and understand how fashion influencers that own brands can have an impact on consumers in terms of brand attachment and impulsive buying behaviour, considering source credibility and source attractiveness as characteristics of the SMFIs. A quantitative method, more precisely an online survey, was chosen to collect data and the sample was composed of 428 respondents that followed fashion influencers on social media, with ages between 18 to 71 years old. Results showed that source credibility does not significantly impacts brand attachment but does have a negative influence on impulsive buying behaviour, source attractiveness has a positive impact on both variables and, brand attachment also positively influences consumers’ impulsive purchasing behaviour. Besides this, the relationship between source attractiveness and impulsive buying behaviour is mediated by brand attachment, however the same is not true for source credibility, as there is no mediation effect. |
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| Autores principais: | Guerra, Rita Lopes |
| Assunto: | Brand Attachment Impulsive Buying Behaviour Influencer-owned brands Social Media Influencers Source Attractiveness Source Credibility SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The continuous growth of social media has been allowing certain users to emerge as opinion leaders as they attract a substantial number of users on these platforms. These opinion leaders, or social media influencers, can influence and change their followers’ ideas, opinions, values and even their habits, which makes them highly attractive to brands and their marketing strategies. A new way of advertising a brand is born, as influencer marketing comes in the picture and presents a more cost-effective way of promoting a brand. However, what happens when the brand endorser is also the brand owner? It is becoming more common to see influencers creating their own brands, especially in the fashion industry. This research aims to study and understand how fashion influencers that own brands can have an impact on consumers in terms of brand attachment and impulsive buying behaviour, considering source credibility and source attractiveness as characteristics of the SMFIs. A quantitative method, more precisely an online survey, was chosen to collect data and the sample was composed of 428 respondents that followed fashion influencers on social media, with ages between 18 to 71 years old. Results showed that source credibility does not significantly impacts brand attachment but does have a negative influence on impulsive buying behaviour, source attractiveness has a positive impact on both variables and, brand attachment also positively influences consumers’ impulsive purchasing behaviour. Besides this, the relationship between source attractiveness and impulsive buying behaviour is mediated by brand attachment, however the same is not true for source credibility, as there is no mediation effect. |
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