The influencer fever : the psychological role of social media in luxury fashion consumption

• Autor(a) principal: Pontes, Inês Sousa
• 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/10400.14/40561
• topic: Brands; Social media; Fashion; Luxury fashion; Influencers; Social-adjustive functions of attitudes; Marcas; Redes sociais; Moda; Moda de luxo; Influencers; Funções sociais das atitudes; Domínio/Área Científica::Ciências Sociais::Psicologia

Nowadays, brands are forwarding their online efforts to social media and are investing in several advertising campgains such as influencer marketing. Marketers are recognising the value of these campgains and reporting an 11 times higher revenue from working with influencers. Understanding how brands communicate and which psychological processes underlay the reported effectiveness of these online efforts will help brands direct their budget to the right campgains. This research analyses the role that brand communication and source (influencer vs. brand) of posts play on engagement and purchase intention. Furthermore, it explores how social-adjustive functions moderate the relationship between the source, type of brand (luxury vs. nonluxury) and the engagement with a post. An online survey that exposed participants to different types of content and types of brands was carried out. Results from this thesis help undertand how people online interact with influencers and brands on social media platfomrs. Overall, it was concluded influencers have more engagement on their endorsed posts than brands.