Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/33814 |
Resumo: | Social influence plays a significant role in customer decision-making, as people are often influenced by the opinions, beliefs, and attitudes of others. In today’s digital age, companies are increasingly turning to digital influencers to spread positive endorsements and promote their products or services. However, little research has been conducted on the effects of digital influencers as active decision-makers within the organizational framework. To address this gap, this study was conducted to examine the effects of using a digital influencer as a decision-maker on customer attitudes towards brands and purchase intentions for products and services. The study drew upon existing literature on celebrity endorsement and considered factors such as credibility, attractiveness, meaning transfer, and the match-up congruence. A survey across three categories (“Alcoholic Beverages,” “Plant Based Food,” and “Finance Services”) and divided into two groups (“Non-decision Maker” and “Decision Maker”) was applied to a sample of 158 respondents experienced in social media and online platforms. Then, a regression analysis was combined with the Andrew Hayes’s Process method to test the hypothesis. The results showed that the presence of a “Decision Maker” deflated the “Attractiveness” and “Match-up Congruence” effect of the influencer, but maintained the “Brand Meaning Transference” on the relationship between “Customer Attitudes Towards Brands”. Additionally, it maintained the “Attractiveness” effect and increased the “Brand Meaning Transference” effect in the relationship between “Purchase Intentions”. These findings contribute to both theory and practice, as they shed light on the potential benefits and drawbacks of using digital influencers as decision-makers in the organizational framework. |
id |
FGV_8abf31c96d11a0545de0471ec71b8069 |
---|---|
oai_identifier_str |
oai:repositorio.fgv.br:10438/33814 |
network_acronym_str |
FGV |
network_name_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
repository_id_str |
3974 |
spelling |
Karacsonyi, Rúbia SinhoriniEscolas::EAESPLourenço, Carlos EduardoRocha, ThelmaZambaldi, Felipe2023-06-26T14:40:53Z2023-06-26T14:40:53Z2023-05-18https://hdl.handle.net/10438/33814Social influence plays a significant role in customer decision-making, as people are often influenced by the opinions, beliefs, and attitudes of others. In today’s digital age, companies are increasingly turning to digital influencers to spread positive endorsements and promote their products or services. However, little research has been conducted on the effects of digital influencers as active decision-makers within the organizational framework. To address this gap, this study was conducted to examine the effects of using a digital influencer as a decision-maker on customer attitudes towards brands and purchase intentions for products and services. The study drew upon existing literature on celebrity endorsement and considered factors such as credibility, attractiveness, meaning transfer, and the match-up congruence. A survey across three categories (“Alcoholic Beverages,” “Plant Based Food,” and “Finance Services”) and divided into two groups (“Non-decision Maker” and “Decision Maker”) was applied to a sample of 158 respondents experienced in social media and online platforms. Then, a regression analysis was combined with the Andrew Hayes’s Process method to test the hypothesis. The results showed that the presence of a “Decision Maker” deflated the “Attractiveness” and “Match-up Congruence” effect of the influencer, but maintained the “Brand Meaning Transference” on the relationship between “Customer Attitudes Towards Brands”. Additionally, it maintained the “Attractiveness” effect and increased the “Brand Meaning Transference” effect in the relationship between “Purchase Intentions”. These findings contribute to both theory and practice, as they shed light on the potential benefits and drawbacks of using digital influencers as decision-makers in the organizational framework.A influência social exerce um papel significativo na tomada de decisão dos clientes, visto que eles frequentemente são influenciados pelas opiniões, crenças e atitudes de terceiros. No contexto atual da era digital, as empresas têm recorrido cada vez mais aos influenciadores digitais para disseminar endossos positivos e promover seus produtos ou serviços. No entanto, pouco se sabe sobre os efeitos dos influenciadores digitais como tomadores de decisão ativos dentro da estrutura organizacional das empresas. Diante dessa lacuna, este estudo foi conduzido para examinar os efeitos do uso de um influenciador digital como tomador de decisão nas atitudes dos clientes em relação às marcas e intenções de compra de produtos e serviços. Para tal, foram considerados fatores como credibilidade, atratividade, transferência de significado e a correspondência de congruência, a partir da revisão da literatura sobre endosso de celebridades. Uma pesquisa em três categorias (“Bebidas Alcoólicas,” “Alimentos Vegetais” e “Serviços Financeiros”) e dividida em dois grupos (“Não tomadores de decisão” e “Tomadores de decisões”) foi aplicada a uma amostra de 158 entrevistados com experiência em mídias sociais e plataformas online. Na sequência, uma análise de regressão foi combinada com o método Process de Andrew Hayes para testar as hipóteses. Os resultados indicaram que a presença de um “tomador de decisão” reduziu o efeito de “atratividade” e “correspondência de congruência” do influenciador, mas manteve a “transferência de significado da marca” na relação entre as atitudes dos clientes em relação às marcas. Além disso, a presença do tomador de decisão manteve o efeito de “atratividade” e aumentou o efeito de “transferência de significado da marca” na relação entre as intenções de compra. Essas descobertas contribuem para a teoria e para a prática, ao fornecer insights sobre os potenciais benefícios e desvantagens do uso de influenciadores digitais como tomadores de decisão na estrutura organizacional.engDigital mediaSocial mediaDigital influencerSocial influenceCelebrity endorsementMídia digitalMídia socialInfluenciador digitalInfluência socialEndosso de celebridadesAdministração de empresasComportamento do consumidorConsumidores - PreferênciaCelebridades da internetMídia digitalDigital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and servicesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVORIGINALRúbia Sinhorini Karacsonyi.pdfRúbia Sinhorini Karacsonyi.pdfPDFapplication/pdf1919126https://repositorio.fgv.br/bitstreams/785432e7-e5e5-4a26-9117-e569371477b4/download3325f09c67d72987dd0115572d132fb8MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-84707https://repositorio.fgv.br/bitstreams/798de352-53a6-4530-bcb5-369a04f07284/downloaddfb340242cced38a6cca06c627998fa1MD52TEXTRúbia Sinhorini Karacsonyi.pdf.txtRúbia Sinhorini Karacsonyi.pdf.txtExtracted texttext/plain146584https://repositorio.fgv.br/bitstreams/c95fd298-841b-4b92-b1f1-d84fc20b935e/download65d765d28d536438788e5fdfd80b255dMD53THUMBNAILRúbia Sinhorini Karacsonyi.pdf.jpgRúbia Sinhorini Karacsonyi.pdf.jpgGenerated Thumbnailimage/jpeg1438https://repositorio.fgv.br/bitstreams/999b1c53-c979-4802-9e54-ad0ac04c7f22/download752af6ce5f7890a7c4e07744beaeb965MD5410438/338142024-03-01 17:47:41.372open.accessoai:repositorio.fgv.br:10438/33814https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742024-03-01T17:47:41Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)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 |
dc.title.eng.fl_str_mv |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
title |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
spellingShingle |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services Karacsonyi, Rúbia Sinhorini Digital media Social media Digital influencer Social influence Celebrity endorsement Mídia digital Mídia social Influenciador digital Influência social Endosso de celebridades Administração de empresas Comportamento do consumidor Consumidores - Preferência Celebridades da internet Mídia digital |
title_short |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
title_full |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
title_fullStr |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
title_full_unstemmed |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
title_sort |
Digital influencer as a decision maker: moderation effects on customer attitudes towards brands and purchase intentions for products and services |
author |
Karacsonyi, Rúbia Sinhorini |
author_facet |
Karacsonyi, Rúbia Sinhorini |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Lourenço, Carlos Eduardo Rocha, Thelma |
dc.contributor.author.fl_str_mv |
Karacsonyi, Rúbia Sinhorini |
dc.contributor.advisor1.fl_str_mv |
Zambaldi, Felipe |
contributor_str_mv |
Zambaldi, Felipe |
dc.subject.eng.fl_str_mv |
Digital media Social media Digital influencer Social influence Celebrity endorsement |
topic |
Digital media Social media Digital influencer Social influence Celebrity endorsement Mídia digital Mídia social Influenciador digital Influência social Endosso de celebridades Administração de empresas Comportamento do consumidor Consumidores - Preferência Celebridades da internet Mídia digital |
dc.subject.por.fl_str_mv |
Mídia digital Mídia social Influenciador digital Influência social Endosso de celebridades |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Consumidores - Preferência Celebridades da internet Mídia digital |
description |
Social influence plays a significant role in customer decision-making, as people are often influenced by the opinions, beliefs, and attitudes of others. In today’s digital age, companies are increasingly turning to digital influencers to spread positive endorsements and promote their products or services. However, little research has been conducted on the effects of digital influencers as active decision-makers within the organizational framework. To address this gap, this study was conducted to examine the effects of using a digital influencer as a decision-maker on customer attitudes towards brands and purchase intentions for products and services. The study drew upon existing literature on celebrity endorsement and considered factors such as credibility, attractiveness, meaning transfer, and the match-up congruence. A survey across three categories (“Alcoholic Beverages,” “Plant Based Food,” and “Finance Services”) and divided into two groups (“Non-decision Maker” and “Decision Maker”) was applied to a sample of 158 respondents experienced in social media and online platforms. Then, a regression analysis was combined with the Andrew Hayes’s Process method to test the hypothesis. The results showed that the presence of a “Decision Maker” deflated the “Attractiveness” and “Match-up Congruence” effect of the influencer, but maintained the “Brand Meaning Transference” on the relationship between “Customer Attitudes Towards Brands”. Additionally, it maintained the “Attractiveness” effect and increased the “Brand Meaning Transference” effect in the relationship between “Purchase Intentions”. These findings contribute to both theory and practice, as they shed light on the potential benefits and drawbacks of using digital influencers as decision-makers in the organizational framework. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-06-26T14:40:53Z |
dc.date.available.fl_str_mv |
2023-06-26T14:40:53Z |
dc.date.issued.fl_str_mv |
2023-05-18 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/33814 |
url |
https://hdl.handle.net/10438/33814 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
https://repositorio.fgv.br/bitstreams/785432e7-e5e5-4a26-9117-e569371477b4/download https://repositorio.fgv.br/bitstreams/798de352-53a6-4530-bcb5-369a04f07284/download https://repositorio.fgv.br/bitstreams/c95fd298-841b-4b92-b1f1-d84fc20b935e/download https://repositorio.fgv.br/bitstreams/999b1c53-c979-4802-9e54-ad0ac04c7f22/download |
bitstream.checksum.fl_str_mv |
3325f09c67d72987dd0115572d132fb8 dfb340242cced38a6cca06c627998fa1 65d765d28d536438788e5fdfd80b255d 752af6ce5f7890a7c4e07744beaeb965 |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810024063244959744 |