The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention
Autor(a) principal: | |
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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/10400.8/5427 |
Resumo: | In the last years, social media with its networking platforms and online communities gained extreme popularity. With this emergence, brands all around the globe became well aware of people’s increasing daily social media activities on platforms such as Instagram. Consequently, influencer marketing got extremely important for businesses as a new marketing communication tool. However, there are concerns around the social media influencers’ perceived source credibility and their impact on consumers’ purchase intentions. The present research focuses on the Portuguese and German market and investigates how the perceived source credibility of Instagram social media influencers and its dimensions, namely attractiveness, trustworthiness, and expertise affect their ascribed opinion leadership and consequently influence consumers’ purchase intentions. As well as it examines the role of consumers’ self-esteem on the relationship between ascribed opinion leadership and consumers’ purchase intention. An online survey was conducted to collect data from 467 respondents from Portugal and Germany. The statistical analysis of the questionnaire was performed with structural equation modeling (SEM). The results of the study indicate that especially the influencers’ attractiveness as one of the source credibility dimensions has a positive impact on their ascribed opinion leadership. The findings provide evidence that social media influencers perceived as opinion leaders positively influence consumers’ purchase intention. Based on these results, further research directions and practical implications are provided. |
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The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase IntentionInfluencer marketingSource credibilityAscribed opinion leadershipPurchase IntentionSelf-esteemInstagramDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the last years, social media with its networking platforms and online communities gained extreme popularity. With this emergence, brands all around the globe became well aware of people’s increasing daily social media activities on platforms such as Instagram. Consequently, influencer marketing got extremely important for businesses as a new marketing communication tool. However, there are concerns around the social media influencers’ perceived source credibility and their impact on consumers’ purchase intentions. The present research focuses on the Portuguese and German market and investigates how the perceived source credibility of Instagram social media influencers and its dimensions, namely attractiveness, trustworthiness, and expertise affect their ascribed opinion leadership and consequently influence consumers’ purchase intentions. As well as it examines the role of consumers’ self-esteem on the relationship between ascribed opinion leadership and consumers’ purchase intention. An online survey was conducted to collect data from 467 respondents from Portugal and Germany. The statistical analysis of the questionnaire was performed with structural equation modeling (SEM). The results of the study indicate that especially the influencers’ attractiveness as one of the source credibility dimensions has a positive impact on their ascribed opinion leadership. The findings provide evidence that social media influencers perceived as opinion leaders positively influence consumers’ purchase intention. Based on these results, further research directions and practical implications are provided.Crespo, Cátia Claudemira Cordeiro FernandesIC-OnlineTille, Melanie2021-03-03T11:20:27Z2020-10-072020-10-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.8/5427TID:202656063enginfo: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:RCAAP2024-01-17T15:51:14Zoai:iconline.ipleiria.pt:10400.8/5427Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:48:59.573669Repositório 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 Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
title |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
spellingShingle |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention Tille, Melanie Influencer marketing Source credibility Ascribed opinion leadership Purchase Intention Self-esteem Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
title_full |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
title_fullStr |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
title_full_unstemmed |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
title_sort |
The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention |
author |
Tille, Melanie |
author_facet |
Tille, Melanie |
author_role |
author |
dc.contributor.none.fl_str_mv |
Crespo, Cátia Claudemira Cordeiro Fernandes IC-Online |
dc.contributor.author.fl_str_mv |
Tille, Melanie |
dc.subject.por.fl_str_mv |
Influencer marketing Source credibility Ascribed opinion leadership Purchase Intention Self-esteem Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Influencer marketing Source credibility Ascribed opinion leadership Purchase Intention Self-esteem Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In the last years, social media with its networking platforms and online communities gained extreme popularity. With this emergence, brands all around the globe became well aware of people’s increasing daily social media activities on platforms such as Instagram. Consequently, influencer marketing got extremely important for businesses as a new marketing communication tool. However, there are concerns around the social media influencers’ perceived source credibility and their impact on consumers’ purchase intentions. The present research focuses on the Portuguese and German market and investigates how the perceived source credibility of Instagram social media influencers and its dimensions, namely attractiveness, trustworthiness, and expertise affect their ascribed opinion leadership and consequently influence consumers’ purchase intentions. As well as it examines the role of consumers’ self-esteem on the relationship between ascribed opinion leadership and consumers’ purchase intention. An online survey was conducted to collect data from 467 respondents from Portugal and Germany. The statistical analysis of the questionnaire was performed with structural equation modeling (SEM). The results of the study indicate that especially the influencers’ attractiveness as one of the source credibility dimensions has a positive impact on their ascribed opinion leadership. The findings provide evidence that social media influencers perceived as opinion leaders positively influence consumers’ purchase intention. Based on these results, further research directions and practical implications are provided. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10-07 2020-10-07T00:00:00Z 2021-03-03T11:20:27Z |
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/10400.8/5427 TID:202656063 |
url |
http://hdl.handle.net/10400.8/5427 |
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TID:202656063 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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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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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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