Big five personality and influencer marketing related behaviors and attitudes : an exploration
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/38834 |
Resumo: | With social media deeply rooted into individual’s lives, influencer marketing has become one of the most used marketing tools by brands. However, it is still necessary to conduct more empiric research to understand the factors involved in consumer’s answers to influencer market. This study aims to explore relations between consumers’ personality, supported by the Big Five personality theory, and influencer marketing related attitudes and behaviors. To do so, data was collected through an online survey targeted at Millennials and Generation Z. Results were tested for covariance and significante mean differences. Findings indicate correlation between extraversion and active engagement with influencers, and between conscientiousness and previous purchases made by influencer recommendation. When it comes to platform utilization, there was evidence of higher conscientiousness in users of LinkedIn, while Twitter users showed a lower score in this personality trait. Meanwhile, TikTok users demonstrated higher neuroticism and Twitch users demonstrated lower extraversion. Higher conscientiousness and openness to experience were found in followers of influencers on LinkedIn, lower openness to experience was found in followers of influencers on YouTube, and lower extraversion when it comes to followers of influencers on Twitch. Additionally, higher agreeableness was found in followers of celebrities, higher conscientiousness in fashion and beauty followers, lower conscientiousness was found in gamming followers and lower extraversion in humor followers. Lastly neuroticism was lower in users preferring travel content, conscientiousness was higher in users preferring fashion and beauty content and extraversion was lower in users preferring lifestyle content. This research intends to complement and extend the literature in influencer marketing and consumer behavior, and to provide relevant guidelines to the definition of brands’ influencer marketing strategy. |
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Big five personality and influencer marketing related behaviors and attitudes : an explorationInfluencer marketingPersonalityBig five personality modelSocial media contentSocial media platformPurchase intentionOnline engagementConsumer personalityMarketing de influenciadoresPersonalidadeModelo de cinco fatores de personalidadeConteúdo de redes sociaisPlataformas de redes sociaisIntenção de compraEnvolvimento onlinePersonalidade do consumidorDomínio/Área Científica::Ciências Sociais::Economia e GestãoWith social media deeply rooted into individual’s lives, influencer marketing has become one of the most used marketing tools by brands. However, it is still necessary to conduct more empiric research to understand the factors involved in consumer’s answers to influencer market. This study aims to explore relations between consumers’ personality, supported by the Big Five personality theory, and influencer marketing related attitudes and behaviors. To do so, data was collected through an online survey targeted at Millennials and Generation Z. Results were tested for covariance and significante mean differences. Findings indicate correlation between extraversion and active engagement with influencers, and between conscientiousness and previous purchases made by influencer recommendation. When it comes to platform utilization, there was evidence of higher conscientiousness in users of LinkedIn, while Twitter users showed a lower score in this personality trait. Meanwhile, TikTok users demonstrated higher neuroticism and Twitch users demonstrated lower extraversion. Higher conscientiousness and openness to experience were found in followers of influencers on LinkedIn, lower openness to experience was found in followers of influencers on YouTube, and lower extraversion when it comes to followers of influencers on Twitch. Additionally, higher agreeableness was found in followers of celebrities, higher conscientiousness in fashion and beauty followers, lower conscientiousness was found in gamming followers and lower extraversion in humor followers. Lastly neuroticism was lower in users preferring travel content, conscientiousness was higher in users preferring fashion and beauty content and extraversion was lower in users preferring lifestyle content. This research intends to complement and extend the literature in influencer marketing and consumer behavior, and to provide relevant guidelines to the definition of brands’ influencer marketing strategy.Com as redes sociais enraizadas na rotina das pessoas, o influencer marketing tornouse uma das ferramentas de marketing mais utilizadas pelas marcas. No entanto, é ainda necessário desenvolver estudos empíricos para compreender melhor os fatores que afetam a resposta dos consumidores ao influencer marketing. Este estudo pretende contribuir para esta lacuna na investigação, ao explorar as relações entre a personalidade dos consumidores, suportada pela teoria de personalidade dos Cinco Fatores, e as suas atitudes e comportamentos face ao influencer marketing. Nesse sentido foram recolhidos dados através de um questionário junto de uma amostra de consumidores das gerações Millennial e Z. Os resultados foram testados para a covariância e diferenças significativas de médias. As evidências indicam que existe uma correlação entre a extroversão e o envolvimento ativo com influenciadores e entre a conscienciosidade e as compras passadas, feitas devido a recomendações de influencers. No que diz respeito às plataformas, os utilizadores do LinkedIn, revelaram uma conscienciosidade mais alta, enquanto os do Twitter registaram um valor mais baixo nesta dimensão da personalidade. Por outro lado, os utilizadores do TikTok demonstraram um neuroticismo mais elevado e os do Twitch uma menor extroversão. Indivíduos que seguem influencers no LinkedIn denotam uma maior conscienciosidade e abertura a novas experiências, aqueles que os seguem no YouTube caracterizam-se por uma mais baixa abertura a novas experiências e os que o fazem no Twitch apresentam valores mais baixos de extroversão. Relativamente às categorias de conteúdo, os seguidores de conteúdos de celebridades revelaram valores mais altos de amabilidade, os de moda e beleza uma maior conscienciosidade, os de gamming uma menor conscienciosidade e os de humor uma menor extroversão do que não seguidores destes temas. Por último, o neuroticismo registou valores mais baixos em indivíduos que preferem conteúdo de viagens, a conscienciosidade foi mais elevada em quem prefere conteúdo de moda e beleza e a extroversão foi mais baixa em quem prefere conteúdo de estilo de vida. Os resultados deste estudo contribuem para completar e alargar a literatura sobre influencer marketing e comportamento do consumidor, e trazem contributos relevantes para a definição da estratégia das marcas que recorrem a esta ferramenta.Machado, Joana Pinto Leite CésarVeritati - Repositório Institucional da Universidade Católica PortuguesaCosta, Mafalda Queirós2022-09-12T13:07:14Z2022-07-142022-042022-07-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38834TID:203043014enginfo: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:RCAAP2023-07-12T17:44:19Zoai:repositorio.ucp.pt:10400.14/38834Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:43.353656Repositório 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 |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
title |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
spellingShingle |
Big five personality and influencer marketing related behaviors and attitudes : an exploration Costa, Mafalda Queirós Influencer marketing Personality Big five personality model Social media content Social media platform Purchase intention Online engagement Consumer personality Marketing de influenciadores Personalidade Modelo de cinco fatores de personalidade Conteúdo de redes sociais Plataformas de redes sociais Intenção de compra Envolvimento online Personalidade do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
title_full |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
title_fullStr |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
title_full_unstemmed |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
title_sort |
Big five personality and influencer marketing related behaviors and attitudes : an exploration |
author |
Costa, Mafalda Queirós |
author_facet |
Costa, Mafalda Queirós |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana Pinto Leite César Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Costa, Mafalda Queirós |
dc.subject.por.fl_str_mv |
Influencer marketing Personality Big five personality model Social media content Social media platform Purchase intention Online engagement Consumer personality Marketing de influenciadores Personalidade Modelo de cinco fatores de personalidade Conteúdo de redes sociais Plataformas de redes sociais Intenção de compra Envolvimento online Personalidade do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Influencer marketing Personality Big five personality model Social media content Social media platform Purchase intention Online engagement Consumer personality Marketing de influenciadores Personalidade Modelo de cinco fatores de personalidade Conteúdo de redes sociais Plataformas de redes sociais Intenção de compra Envolvimento online Personalidade do consumidor Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
With social media deeply rooted into individual’s lives, influencer marketing has become one of the most used marketing tools by brands. However, it is still necessary to conduct more empiric research to understand the factors involved in consumer’s answers to influencer market. This study aims to explore relations between consumers’ personality, supported by the Big Five personality theory, and influencer marketing related attitudes and behaviors. To do so, data was collected through an online survey targeted at Millennials and Generation Z. Results were tested for covariance and significante mean differences. Findings indicate correlation between extraversion and active engagement with influencers, and between conscientiousness and previous purchases made by influencer recommendation. When it comes to platform utilization, there was evidence of higher conscientiousness in users of LinkedIn, while Twitter users showed a lower score in this personality trait. Meanwhile, TikTok users demonstrated higher neuroticism and Twitch users demonstrated lower extraversion. Higher conscientiousness and openness to experience were found in followers of influencers on LinkedIn, lower openness to experience was found in followers of influencers on YouTube, and lower extraversion when it comes to followers of influencers on Twitch. Additionally, higher agreeableness was found in followers of celebrities, higher conscientiousness in fashion and beauty followers, lower conscientiousness was found in gamming followers and lower extraversion in humor followers. Lastly neuroticism was lower in users preferring travel content, conscientiousness was higher in users preferring fashion and beauty content and extraversion was lower in users preferring lifestyle content. This research intends to complement and extend the literature in influencer marketing and consumer behavior, and to provide relevant guidelines to the definition of brands’ influencer marketing strategy. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-12T13:07:14Z 2022-07-14 2022-04 2022-07-14T00:00:00Z |
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/10400.14/38834 TID:203043014 |
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http://hdl.handle.net/10400.14/38834 |
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TID:203043014 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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