The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands

Detalhes bibliográficos
Autor(a) principal: Chaves, Ana Maria Lopes
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/10362/106999
Resumo: The impact of influencer marketing onto Portuguese consumers’ value perceptions and purchase intentions towards premium beauty brandsMotivated by therising practice of influencer marketing in the beauty industry, this study aimsto understand the impact of Social Media Influencers (SMIs) onto Portugueseconsumers’ brand value perceptions, purchase intentions and willingness to pay.Through anexperimental approach and development ofan online survey, a sample of 117 individuals was obtained, whom were either exposed to an Instagram postfrom thechosenbrand or the SMI. The results were not significant,both groups having similar value perceptions,purchase intentionsand willingness to pay. Respondents’perceptionstowards the SMI and brand-imagery fitsignificantlyimpactedvalue perceptions and purchase intentions.
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spelling The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brandsInfluencer marketingBrand value perceptionsPurchase intentionsBeauty marketDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe impact of influencer marketing onto Portuguese consumers’ value perceptions and purchase intentions towards premium beauty brandsMotivated by therising practice of influencer marketing in the beauty industry, this study aimsto understand the impact of Social Media Influencers (SMIs) onto Portugueseconsumers’ brand value perceptions, purchase intentions and willingness to pay.Through anexperimental approach and development ofan online survey, a sample of 117 individuals was obtained, whom were either exposed to an Instagram postfrom thechosenbrand or the SMI. The results were not significant,both groups having similar value perceptions,purchase intentionsand willingness to pay. Respondents’perceptionstowards the SMI and brand-imagery fitsignificantlyimpactedvalue perceptions and purchase intentions.Kousi, SofiaRUNChaves, Ana Maria Lopes2020-11-12T11:30:04Z2020-01-242020-01-052020-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/106999TID:202495787enginfo: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:RCAAP2024-03-11T04:51:46Zoai:run.unl.pt:10362/106999Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:50.467991Repositório 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 impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
title The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
spellingShingle The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
Chaves, Ana Maria Lopes
Influencer marketing
Brand value perceptions
Purchase intentions
Beauty market
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
title_full The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
title_fullStr The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
title_full_unstemmed The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
title_sort The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
author Chaves, Ana Maria Lopes
author_facet Chaves, Ana Maria Lopes
author_role author
dc.contributor.none.fl_str_mv Kousi, Sofia
RUN
dc.contributor.author.fl_str_mv Chaves, Ana Maria Lopes
dc.subject.por.fl_str_mv Influencer marketing
Brand value perceptions
Purchase intentions
Beauty market
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Influencer marketing
Brand value perceptions
Purchase intentions
Beauty market
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The impact of influencer marketing onto Portuguese consumers’ value perceptions and purchase intentions towards premium beauty brandsMotivated by therising practice of influencer marketing in the beauty industry, this study aimsto understand the impact of Social Media Influencers (SMIs) onto Portugueseconsumers’ brand value perceptions, purchase intentions and willingness to pay.Through anexperimental approach and development ofan online survey, a sample of 117 individuals was obtained, whom were either exposed to an Instagram postfrom thechosenbrand or the SMI. The results were not significant,both groups having similar value perceptions,purchase intentionsand willingness to pay. Respondents’perceptionstowards the SMI and brand-imagery fitsignificantlyimpactedvalue perceptions and purchase intentions.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-12T11:30:04Z
2020-01-24
2020-01-05
2020-01-24T00:00:00Z
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/10362/106999
TID:202495787
url http://hdl.handle.net/10362/106999
identifier_str_mv TID:202495787
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
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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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