How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions

Detalhes bibliográficos
Autor(a) principal: Jäkel, Lena Johanna
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/29723
Resumo: This study aims to investigate the impact of using influencers on Instagram as a communication tool for sportswear brands. While exploring this research field, brand attitude and the newly developed construct of brand coolness were evaluated for their effects on purchase intentions. Moreover, the current study evaluates whether the number of influencers´ followers influences the results. For that matter, an experimental study was conducted with comparison between subjects among three groups. Those three groups were designed to test brand attitude, brand coolness and purchase intentions of participants being exposed to influencer’s posts or brand’s posts. Further, the influencer marketing conditions differed in the number of followers (high number of followers/ low number of followers) to investigate the effects. Quantitative data of 310 participants was collected through an online survey and analysed. The results of this study found no significant difference for influencer’s posts compared to brand’s posts on the constructs brand attitude, brand coolness and purchase intentions, besides one exception: The dimension ‘Rebellious’ of brand coolness. Furthermore, the impact of using influencers with a high number of followers for the brand coolness dimensions ‘Desirability’ and ‘Positive Autonomy’ was proven to be positive. The study is the first one connecting brand coolness with the construct of purchase intentions and confirms a positive significant impact of all dimensions on purchase intentions. The results show that the brand coolness dimensions have a positive significant impact on brand attitude. Finally, this study provides an outlook on future research and limitations are discussed.
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spelling How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentionsInfluencer marketingPurchase intentionsBrand attitudeBrand coolnessSportswear industryMicro-influencerMacro-influencerInfluenciador de marketingIntenção de compraAtitude da marcaCoolness da marcaIndústria de vestuário de desportoMicro-influenciadorMacroinfluenciadorDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis study aims to investigate the impact of using influencers on Instagram as a communication tool for sportswear brands. While exploring this research field, brand attitude and the newly developed construct of brand coolness were evaluated for their effects on purchase intentions. Moreover, the current study evaluates whether the number of influencers´ followers influences the results. For that matter, an experimental study was conducted with comparison between subjects among three groups. Those three groups were designed to test brand attitude, brand coolness and purchase intentions of participants being exposed to influencer’s posts or brand’s posts. Further, the influencer marketing conditions differed in the number of followers (high number of followers/ low number of followers) to investigate the effects. Quantitative data of 310 participants was collected through an online survey and analysed. The results of this study found no significant difference for influencer’s posts compared to brand’s posts on the constructs brand attitude, brand coolness and purchase intentions, besides one exception: The dimension ‘Rebellious’ of brand coolness. Furthermore, the impact of using influencers with a high number of followers for the brand coolness dimensions ‘Desirability’ and ‘Positive Autonomy’ was proven to be positive. The study is the first one connecting brand coolness with the construct of purchase intentions and confirms a positive significant impact of all dimensions on purchase intentions. The results show that the brand coolness dimensions have a positive significant impact on brand attitude. Finally, this study provides an outlook on future research and limitations are discussed.Este estudo visa investigar o impacto de influenciadores como ferramenta de comunicação no Instagram para marcas de vestuário desportivo. Nesta pesquisa, a atitude e a nova construção de frescura da marca foram avaliadas quanto aos seus efeitos nas intenções de compra. Também, se o número de seguidores dos influenciadores influencia os resultados. Assim, foi implementado um desenho experimental comparando sujeitos de três grupos. Esses três grupos foram desenhados para testar a atitude da marca, o brand coolness e a intenção de compra dos participantes expostos aos postos de influenciadores ou da marca. Além disso, as condições de marketing dos influenciadores diferiram no número de seguidores (alto número de seguidores/ baixo número de seguidores) para investigar os efeitos. Foram recolhidos e analisados dados quantitativos de 310 participantes. Os resultados deste estudo não encontraram diferença significativa para os postos de influência em relação aos postos da marca na construção da atitude da marca, frescura da marca e intenção de compra, além de uma exceção: A dimensão 'Rebelde' da frieza da marca. Além disso, este estudo demonstrou dois impactos positivos: o uso de influenciadores com um alto número de seguidores em comparação com as dimensões "Desejável" e "Autonomia Positiva" da marca; dimensões de frescura sobre a atitude da marca. Finalmente, o estudo é o primeiro a ligar a frescura da marca à construção da intenção de compra e confirma um impacto positivo de todas as dimensões na intenção de compra.Souto, Daniela Langaro da Silva doVeritati - Repositório Institucional da Universidade Católica PortuguesaJäkel, Lena Johanna2020-02-28T09:51:31Z2020-01-2820202020-01-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29723TID:202439658enginfo: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:RCAAP2023-07-12T17:35:17Zoai:repositorio.ucp.pt:10400.14/29723Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:53.726795Repositório 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 How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
title How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
spellingShingle How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
Jäkel, Lena Johanna
Influencer marketing
Purchase intentions
Brand attitude
Brand coolness
Sportswear industry
Micro-influencer
Macro-influencer
Influenciador de marketing
Intenção de compra
Atitude da marca
Coolness da marca
Indústria de vestuário de desporto
Micro-influenciador
Macroinfluenciador
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
title_full How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
title_fullStr How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
title_full_unstemmed How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
title_sort How does influencer marketing impact brands in the sportswear industry? : exploring the effects of brand coolness, brand attitude and purchase intentions
author Jäkel, Lena Johanna
author_facet Jäkel, Lena Johanna
author_role author
dc.contributor.none.fl_str_mv Souto, Daniela Langaro da Silva do
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Jäkel, Lena Johanna
dc.subject.por.fl_str_mv Influencer marketing
Purchase intentions
Brand attitude
Brand coolness
Sportswear industry
Micro-influencer
Macro-influencer
Influenciador de marketing
Intenção de compra
Atitude da marca
Coolness da marca
Indústria de vestuário de desporto
Micro-influenciador
Macroinfluenciador
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Influencer marketing
Purchase intentions
Brand attitude
Brand coolness
Sportswear industry
Micro-influencer
Macro-influencer
Influenciador de marketing
Intenção de compra
Atitude da marca
Coolness da marca
Indústria de vestuário de desporto
Micro-influenciador
Macroinfluenciador
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This study aims to investigate the impact of using influencers on Instagram as a communication tool for sportswear brands. While exploring this research field, brand attitude and the newly developed construct of brand coolness were evaluated for their effects on purchase intentions. Moreover, the current study evaluates whether the number of influencers´ followers influences the results. For that matter, an experimental study was conducted with comparison between subjects among three groups. Those three groups were designed to test brand attitude, brand coolness and purchase intentions of participants being exposed to influencer’s posts or brand’s posts. Further, the influencer marketing conditions differed in the number of followers (high number of followers/ low number of followers) to investigate the effects. Quantitative data of 310 participants was collected through an online survey and analysed. The results of this study found no significant difference for influencer’s posts compared to brand’s posts on the constructs brand attitude, brand coolness and purchase intentions, besides one exception: The dimension ‘Rebellious’ of brand coolness. Furthermore, the impact of using influencers with a high number of followers for the brand coolness dimensions ‘Desirability’ and ‘Positive Autonomy’ was proven to be positive. The study is the first one connecting brand coolness with the construct of purchase intentions and confirms a positive significant impact of all dimensions on purchase intentions. The results show that the brand coolness dimensions have a positive significant impact on brand attitude. Finally, this study provides an outlook on future research and limitations are discussed.
publishDate 2020
dc.date.none.fl_str_mv 2020-02-28T09:51:31Z
2020-01-28
2020
2020-01-28T00:00:00Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/29723
TID:202439658
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dc.language.iso.fl_str_mv eng
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instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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