Do social media influencers affect Gen-Z and Millennials' purchase intentions differently?
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/10400.14/41019 |
Resumo: | The goal of this study is to determine how perceptions of Social Media Influencers (SMIs) affect Gen Z and Millennials' purchase intention. It also seeks to pinpoint elements influencing consumer perceptions of SMIs. To accomplish this, it is provided a conceptual framework that blends the theory of planned behavior (TPB) and theorized findings from earlier influencer marketing literature. The conceptual model is empirically evaluated using two distinct regression models estimation on data collected from 164 European respondents. This study demonstrates how Gen Z and Millennials' purchasing intentions are positively impacted by perceived expertise, likeability, and trustworthiness toward SMIs. It also shows that, despite Gen Z's greater congruence in terms of trust with influencers, there are no significant differences between the two generations in terms of how they are influenced and how they view SMIs. The study's findings aid fashion industry marketers and advertisers in their understanding of how influencer marketing influences consumer purchase intent. Additionally, they help marketers choose influencers more effectively capable of inspiring purchase intentions among current and potential customers by helping them comprehend the aspects that underlie attitudes toward SMIs in the two most digitalized generations. |
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Do social media influencers affect Gen-Z and Millennials' purchase intentions differently?Social mediaInfluencersInstagramTrustGeneration ZMillennialsYoung adultsPurchase intentionsInfluenciadoresJovens adultosIntenções de compraDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe goal of this study is to determine how perceptions of Social Media Influencers (SMIs) affect Gen Z and Millennials' purchase intention. It also seeks to pinpoint elements influencing consumer perceptions of SMIs. To accomplish this, it is provided a conceptual framework that blends the theory of planned behavior (TPB) and theorized findings from earlier influencer marketing literature. The conceptual model is empirically evaluated using two distinct regression models estimation on data collected from 164 European respondents. This study demonstrates how Gen Z and Millennials' purchasing intentions are positively impacted by perceived expertise, likeability, and trustworthiness toward SMIs. It also shows that, despite Gen Z's greater congruence in terms of trust with influencers, there are no significant differences between the two generations in terms of how they are influenced and how they view SMIs. The study's findings aid fashion industry marketers and advertisers in their understanding of how influencer marketing influences consumer purchase intent. Additionally, they help marketers choose influencers more effectively capable of inspiring purchase intentions among current and potential customers by helping them comprehend the aspects that underlie attitudes toward SMIs in the two most digitalized generations.O objectivo deste estudo é determinar como as percepções dos Social Media Influencers (SMIs) afectam a intenção de compra dos Gen Z e Millennials. Procura também identificar elementos que influenciam as percepções dos consumidores sobre os SMI. Para o conseguir, é fornecido um quadro conceptual que mistura a teoria do comportamento planeado (TPB) e resultados teorizados da literatura de marketing de influenciadores anteriores. O modelo conceptual é avaliado empiricamente utilizando dois modelos de regressão distintos que estimam os dados recolhidos de 164 inquiridos europeus. Este estudo demonstra como as intenções de compra dos Gen Z e Millennials são positivamente impactadas pela percepção da perícia, simpatia e confiança em relação às SMIs. Mostra também que, apesar da maior congruência do Gen Z em termos de confiança com os influenciadores, não existem diferenças significativas entre as duas gerações em termos de como são influenciadas e como vêem as PMIs. As conclusões do estudo ajudam os marketeers da indústria da moda e os publicitários na sua compreensão de como o marketing influente influencia a intenção de compra do consumidor. Além disso, ajudam os marqueteiros a escolher influenciadores mais eficazmente capazes de inspirar intenções de compra entre os clientes actuais e potenciais, ajudando-os a compreender os aspectos subjacentes às atitudes em relação às SMI nas duas gerações mais digitalizadas.Romeiro, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaLiguori, Giulia2023-05-03T14:22:22Z2022-10-202022-092022-10-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41019TID:203133013enginfo: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:RCAAP2023-07-12T17:46:36Zoai:repositorio.ucp.pt:10400.14/41019Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:42.037559Repositório 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 |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
title |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
spellingShingle |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? Liguori, Giulia Social media Influencers Trust Generation Z Millennials Young adults Purchase intentions Influenciadores Jovens adultos Intenções de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
title_full |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
title_fullStr |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
title_full_unstemmed |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
title_sort |
Do social media influencers affect Gen-Z and Millennials' purchase intentions differently? |
author |
Liguori, Giulia |
author_facet |
Liguori, Giulia |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Liguori, Giulia |
dc.subject.por.fl_str_mv |
Social media Influencers Trust Generation Z Millennials Young adults Purchase intentions Influenciadores Jovens adultos Intenções de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Social media Influencers Trust Generation Z Millennials Young adults Purchase intentions Influenciadores Jovens adultos Intenções de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The goal of this study is to determine how perceptions of Social Media Influencers (SMIs) affect Gen Z and Millennials' purchase intention. It also seeks to pinpoint elements influencing consumer perceptions of SMIs. To accomplish this, it is provided a conceptual framework that blends the theory of planned behavior (TPB) and theorized findings from earlier influencer marketing literature. The conceptual model is empirically evaluated using two distinct regression models estimation on data collected from 164 European respondents. This study demonstrates how Gen Z and Millennials' purchasing intentions are positively impacted by perceived expertise, likeability, and trustworthiness toward SMIs. It also shows that, despite Gen Z's greater congruence in terms of trust with influencers, there are no significant differences between the two generations in terms of how they are influenced and how they view SMIs. The study's findings aid fashion industry marketers and advertisers in their understanding of how influencer marketing influences consumer purchase intent. Additionally, they help marketers choose influencers more effectively capable of inspiring purchase intentions among current and potential customers by helping them comprehend the aspects that underlie attitudes toward SMIs in the two most digitalized generations. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-10-20 2022-09 2022-10-20T00:00:00Z 2023-05-03T14:22:22Z |
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/10400.14/41019 TID:203133013 |
url |
http://hdl.handle.net/10400.14/41019 |
identifier_str_mv |
TID:203133013 |
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) |
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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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