Make it authentic: how can Instagrammers benefit from authentic communication?

Detalhes bibliográficos
Autor(a) principal: Motta, Gonçalo Ferreira Munster Teixeira
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/10362/103107
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Make it authentic: how can Instagrammers benefit from authentic communication?Social MediaInstagramUser Generated ContentE-Word of MouthInfluencerInstagrammerProduct PlacementAuthenticityDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceSocial Media has been one of the favourite ways for brands to promote their products/services and at the same time develop relationships with their consumers. Among the different ways of marketing on social media, influencer marketing has been the one with biggest growth in popularity. Although there is an increasing number of influencers and brands partnerships to promote products on social media, consumers are left uncertain about the authenticity of what is promoted. This study aims to understand how the perceived authenticity of different types of Instagram post will have a better effect towards the product attitude and purchase intention. With this study we want to compare two main types of communication/promotion made by Instagrammers and understand how followers react to a commercial approach on communication vs more natural one, like product placement. Using an experimental study with 99 participants, this research explores different approaches and appeals of the communication generated by Instagrammers and understands how it affects followers perceived authenticity and how that influence product attitude and purchase intentions. The findings indicate that a more natural approach on the communication, such as an image with product placement and an emotional text are seen as more authentic and have a positive effect on purchase intention.Pinto, Diego CostaRUNMotta, Gonçalo Ferreira Munster Teixeira2020-08-31T17:39:13Z2020-07-082020-07-08T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/103107TID:202512010enginfo: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:RCAAP2024-03-11T04:48:33Zoai:run.unl.pt:10362/103107Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:39:48.325544Repositório 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 Make it authentic: how can Instagrammers benefit from authentic communication?
title Make it authentic: how can Instagrammers benefit from authentic communication?
spellingShingle Make it authentic: how can Instagrammers benefit from authentic communication?
Motta, Gonçalo Ferreira Munster Teixeira
Social Media
Instagram
User Generated Content
E-Word of Mouth
Influencer
Instagrammer
Product Placement
Authenticity
title_short Make it authentic: how can Instagrammers benefit from authentic communication?
title_full Make it authentic: how can Instagrammers benefit from authentic communication?
title_fullStr Make it authentic: how can Instagrammers benefit from authentic communication?
title_full_unstemmed Make it authentic: how can Instagrammers benefit from authentic communication?
title_sort Make it authentic: how can Instagrammers benefit from authentic communication?
author Motta, Gonçalo Ferreira Munster Teixeira
author_facet Motta, Gonçalo Ferreira Munster Teixeira
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Motta, Gonçalo Ferreira Munster Teixeira
dc.subject.por.fl_str_mv Social Media
Instagram
User Generated Content
E-Word of Mouth
Influencer
Instagrammer
Product Placement
Authenticity
topic Social Media
Instagram
User Generated Content
E-Word of Mouth
Influencer
Instagrammer
Product Placement
Authenticity
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2020
dc.date.none.fl_str_mv 2020-08-31T17:39:13Z
2020-07-08
2020-07-08T00:00:00Z
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/10362/103107
TID:202512010
url http://hdl.handle.net/10362/103107
identifier_str_mv TID:202512010
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)
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.mail.fl_str_mv
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