The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers

Detalhes bibliográficos
Autor(a) principal: Moreira, Margarida Maria Ribeiro Guiomar da Costa
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163676
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media InfluencersSocial Media InfluencersSocial Circle InfluenceRestaurantsConsumer’s IntentionEndorsers’ Credibility and AttractivenessSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsSocial Media platforms have become important tools for companies to track trends and customers’ desires, people have started to share their experiences with each other online faster and more efficiently. Social Media Influencers (SMI) for restaurant recommendations have been studied for the past few years, however, there is still a lack of studies comparing the influence of people’s social circle and the information they receive through digital influencers. Therefore, the main purposes of this dissertation were to identify and understand which factors are most valued in SMI and people’ social circle regarding restaurant recommendations and verify which endorsers tend to impact more the intention to visit a restaurant trough social media. The study was conducted by adapting two existing models: Source Credibility and Source Attractiveness; and deploying a questionnaire which collected a sample of 213 Portuguese respondents. To analyse this data, we used the Partial Least Square Structural Equation Modelling through the SmartPLS4 software. It has been found that expertise and trustworthiness of a person have a significant correlation with his/her credibility. People tend to attribute more credibility based on trustworthiness to their social circle in comparison to their opinion regarding SMI, but the model estimated shows that people are aware of SMI influence specially through their Attractiveness. It was also possible to conclude that people tend to be influenced face-to-face by their social circle.Naranjo-Zolotov, Mijail JuanovichRUNMoreira, Margarida Maria Ribeiro Guiomar da Costa2024-02-16T16:06:08Z2024-01-292024-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163676TID:203519876enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:48:19Zoai:run.unl.pt:10362/163676Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:49.148374Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
title The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
spellingShingle The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
Moreira, Margarida Maria Ribeiro Guiomar da Costa
Social Media Influencers
Social Circle Influence
Restaurants
Consumer’s Intention
Endorsers’ Credibility and Attractiveness
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
title_full The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
title_fullStr The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
title_full_unstemmed The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
title_sort The intention of visiting a new restaurant social media motivated: A comparison of social circle influence vs. Social Media Influencers
author Moreira, Margarida Maria Ribeiro Guiomar da Costa
author_facet Moreira, Margarida Maria Ribeiro Guiomar da Costa
author_role author
dc.contributor.none.fl_str_mv Naranjo-Zolotov, Mijail Juanovich
RUN
dc.contributor.author.fl_str_mv Moreira, Margarida Maria Ribeiro Guiomar da Costa
dc.subject.por.fl_str_mv Social Media Influencers
Social Circle Influence
Restaurants
Consumer’s Intention
Endorsers’ Credibility and Attractiveness
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Media Influencers
Social Circle Influence
Restaurants
Consumer’s Intention
Endorsers’ Credibility and Attractiveness
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-16T16:06:08Z
2024-01-29
2024-01-29T00:00:00Z
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 http://hdl.handle.net/10362/163676
TID:203519876
url http://hdl.handle.net/10362/163676
identifier_str_mv TID:203519876
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.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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