Make it authentic: how can Instagrammers benefit from authentic communication?
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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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7160 |
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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 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 User Generated Content E-Word of Mouth Influencer Instagrammer Product Placement Authenticity |
topic |
Social Media 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 |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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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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