Traditional and influencers’ instagram advertising: an application of the theory of planned behaviour
Autor(a) principal: | |
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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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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 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 Influencers Engagement Advertising Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Theory of planned behaviour 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 |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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1799137969841373184 |