The effects of micro and macro-influencers on Instagram skincare campaigns

• Autor(a) principal: Neves, Rita Paiva
• 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/10071/21858
• topic: Influencer marketing; Micro-influencers; Macro-influencers; Instagram; Skincare; Credibility; Trust; Purchase intention; Marketing de influência; Micro-influenciadores; Macro-influenciadores; Cuidados de pele; Credibilidade; Confiança; Intenção de compra

Influencer Marketing is a strategy increasingly sought after by companies and considered by several marketers as an effective strategy. The presence of the beauty sector in digital channels, using the tools available (including digital influencers) has contributed to its growth while promoting the brand and fighting one of the main difficulties of consumers: understand how and when to use the products. Although several authors have highlighted the advantages of collaborating with digital influencers, marketers continue to refer to one of the main difficulties to identify the most appropriate influencers for their brand. Different types of influencers that can be considered however, the most common are micro and macro-influencers for their engagement and reach. The main objective of this dissertation is to analyse the perceptions of followers regarding the credibility and trust felt in the two groups, as well as to understand which of them may have a greater impact on the purchase intention created. For this purpose, an online questionnaire was carried out to analyse the experiences of these users, which later served to validate the 11 hypotheses of the study. The results obtained, based on the literature review on the subject, show that despite the differences between the two groups of influencers, both guarantee positive results during a skincare campaign. It is then up to the company to analyse what results it intends to achieve with the campaign, and what are the most relevant factors in the influencer to achieve them.