Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour

Detalhes bibliográficos
Autor(a) principal: Melo, Margarida de Oliveira Saraiva de
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/68346
Resumo: Instagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed.
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spelling Traditional and influencers’ instagram advertising: an application of the theory of planned behaviourTheory of planned behaviourInstagramInfluencersEngagementAdvertisingDomínio/Área Científica::Ciências Sociais::Economia e GestãoInstagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed.Martinez, Luís F.RUNMelo, Margarida de Oliveira Saraiva de2019-05-02T15:48:30Z2019-01-152019-01-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/68346TID:202223787enginfo: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:RCAAP2024-03-11T04:32:18Zoai:run.unl.pt:10362/68346Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:34:45.580911Repositório 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 Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
title Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
spellingShingle Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
Melo, Margarida de Oliveira Saraiva de
Theory of planned behaviour
Instagram
Influencers
Engagement
Advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
title_full Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
title_fullStr Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
title_full_unstemmed Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
title_sort Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
author Melo, Margarida de Oliveira Saraiva de
author_facet Melo, Margarida de Oliveira Saraiva de
author_role author
dc.contributor.none.fl_str_mv Martinez, Luís F.
RUN
dc.contributor.author.fl_str_mv Melo, Margarida de Oliveira Saraiva de
dc.subject.por.fl_str_mv Theory of planned behaviour
Instagram
Influencers
Engagement
Advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Theory of planned behaviour
Instagram
Influencers
Engagement
Advertising
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Instagram has taken a substantial role in social media advertising, as it has gained popularity amongst advertisers and influencers, and both parties are looking for higher engagement rates. However, little is known about what drives these rates. This study aims to apply the Theory of Planned Behaviour on engagement with two types of Instagram advertising (traditional and influencer). A survey with 180 participants was conducted, analysing attitude, subjective norm and perceived behaviour control. Regression analyses partially support the theory and show that it is a better fit with influencers’ advertisement. As attitude was found to have a greater influence on traditional advertisement, several strategies to improve it are proposed.
publishDate 2019
dc.date.none.fl_str_mv 2019-05-02T15:48:30Z
2019-01-15
2019-01-15T00:00:00Z
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/10362/68346
TID:202223787
url http://hdl.handle.net/10362/68346
identifier_str_mv TID:202223787
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)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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)
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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