The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility

Detalhes bibliográficos
Autor(a) principal: Pereira, Carolina Fialho Inácio Mateus
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/10400.14/41509
Resumo: In the past few years, many beauty companies have chosen to follow a recent marketing strategy, to promote their products/services, called influencer marketing. This new concept is the result of a fast growth of social media platforms and consequently the rise of social media influencers. This dissertation was developed to evaluate how social media is being used as a platform for influencers and understand how influencers affect purchase intentions, regarding the beauty industry. The dimensions of expertise, trustworthiness and attractiveness were considered mediators of credibility in purchase intentions. Therefore, a survey was conducted with 132 valid responses obtained. The results demonstrate that consumers prefer to search for information, regarding beauty products, through social media influencers rather than the brands themselves, and that they are more likely to purchase a beauty product when it has been advertised by a social media influencer rather than when it is advertised by the brand. Moreover, it was found that consumers’ purchase intentions are not higher for beauty products advertised by social media influencers who are perceived as experts, however, are higher for those who are perceived as trustworthy and attractive, and these mediate the effect of credibility on purchase intentions.
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spelling The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibilityInfluencer marketingSocial media influencersBeauty industryExpertiseTrustworthinessAttractivenessPurchase intentionsInfluenciadores de redes sociaisIndústria de belezaPeríciaConfiabilidadeAtratividadeIntenção de compraDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the past few years, many beauty companies have chosen to follow a recent marketing strategy, to promote their products/services, called influencer marketing. This new concept is the result of a fast growth of social media platforms and consequently the rise of social media influencers. This dissertation was developed to evaluate how social media is being used as a platform for influencers and understand how influencers affect purchase intentions, regarding the beauty industry. The dimensions of expertise, trustworthiness and attractiveness were considered mediators of credibility in purchase intentions. Therefore, a survey was conducted with 132 valid responses obtained. The results demonstrate that consumers prefer to search for information, regarding beauty products, through social media influencers rather than the brands themselves, and that they are more likely to purchase a beauty product when it has been advertised by a social media influencer rather than when it is advertised by the brand. Moreover, it was found that consumers’ purchase intentions are not higher for beauty products advertised by social media influencers who are perceived as experts, however, are higher for those who are perceived as trustworthy and attractive, and these mediate the effect of credibility on purchase intentions.Nos últimos anos, um grande número de empresas de beleza escolheram adotar uma nova estratégia de marketing, para promover os seus produtos/serviços, chamada Influencer Marketing. Este novo conceito resulta de um crescimento acelerado das plataformas de redes sociais e, consequentemente, a ascensão de influenciadores das redes sociais. Esta dissertação foi desenvolvida para avaliar de que forma as redes sociais estão a ser utilizadas como uma plataforma pelos influenciadores e perceber de que forma afetam a intenção de compra dos consumidores, dentro da indústria da beleza. As dimensões de perícia, confiabilidade e atratividade foram consideradas mediadoras de credibilidade nas intenções de compra. Deste modo, foi conduzido um questionário com 132 respostas válidas obtidas. Os resultados demonstram que os consumidores preferem procurar informação, relativamente a produtos de beleza, através das redes sociais ao contrário de através das marcas e, são mais prováveis de comprar esse mesmo produto quando esse foi anunciado pelos influenciadores ao contrário de pela marca. Para além disso, foi concluído que as intenções de compra não são mais elevadas para produtos de beleza anunciados por influenciadores que são percebidos pelo consumidor como tendo perícia, no entanto, são mais elevadas para aqueles que são percebidos pelo consumidor como confiáveis e atraentes. Estas duas últimas dimensões mediam o efeito de credibilidade nas intenções de compra.Dool, RajinderVeritati - Repositório Institucional da Universidade Católica PortuguesaPereira, Carolina Fialho Inácio Mateus2023-07-03T10:53:45Z2023-02-012022-092023-02-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41509TID:203252845enginfo: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:RCAAP2023-07-12T17:47:05Zoai:repositorio.ucp.pt:10400.14/41509Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:34:11.480916Repositório 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 social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
title The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
spellingShingle The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
Pereira, Carolina Fialho Inácio Mateus
Influencer marketing
Social media influencers
Beauty industry
Expertise
Trustworthiness
Attractiveness
Purchase intentions
Influenciadores de redes sociais
Indústria de beleza
Perícia
Confiabilidade
Atratividade
Intenção de compra
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
title_full The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
title_fullStr The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
title_full_unstemmed The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
title_sort The impact of social media influencers on the consumer’s purchase intentions regarding beauty products : exploring the effects of source-credibility
author Pereira, Carolina Fialho Inácio Mateus
author_facet Pereira, Carolina Fialho Inácio Mateus
author_role author
dc.contributor.none.fl_str_mv Dool, Rajinder
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Pereira, Carolina Fialho Inácio Mateus
dc.subject.por.fl_str_mv Influencer marketing
Social media influencers
Beauty industry
Expertise
Trustworthiness
Attractiveness
Purchase intentions
Influenciadores de redes sociais
Indústria de beleza
Perícia
Confiabilidade
Atratividade
Intenção de compra
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Influencer marketing
Social media influencers
Beauty industry
Expertise
Trustworthiness
Attractiveness
Purchase intentions
Influenciadores de redes sociais
Indústria de beleza
Perícia
Confiabilidade
Atratividade
Intenção de compra
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description In the past few years, many beauty companies have chosen to follow a recent marketing strategy, to promote their products/services, called influencer marketing. This new concept is the result of a fast growth of social media platforms and consequently the rise of social media influencers. This dissertation was developed to evaluate how social media is being used as a platform for influencers and understand how influencers affect purchase intentions, regarding the beauty industry. The dimensions of expertise, trustworthiness and attractiveness were considered mediators of credibility in purchase intentions. Therefore, a survey was conducted with 132 valid responses obtained. The results demonstrate that consumers prefer to search for information, regarding beauty products, through social media influencers rather than the brands themselves, and that they are more likely to purchase a beauty product when it has been advertised by a social media influencer rather than when it is advertised by the brand. Moreover, it was found that consumers’ purchase intentions are not higher for beauty products advertised by social media influencers who are perceived as experts, however, are higher for those who are perceived as trustworthy and attractive, and these mediate the effect of credibility on purchase intentions.
publishDate 2022
dc.date.none.fl_str_mv 2022-09
2023-07-03T10:53:45Z
2023-02-01
2023-02-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/41509
TID:203252845
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dc.language.iso.fl_str_mv eng
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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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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