How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/23360 |
Resumo: | The purpose of this thesis is to understand the perception Instagram users, in other words consumers, have of influencers they follow on Instagram. Consumer perceived credibility of influencers, and its impact on the purchase intention, is therefore studied. This dissertation aims to highlight which credibility dimensions better explain the purchase intention. Gender is also explored to verify behavior differences between female and male consumers. To better analyze the perceived credibility of influencers and purchase intention, scales previously developed were applied and adapted as proposed by Ohanian (1990) and Dodds, Monroe & Grewal (1991), respectively. The present study is exploratory and quantitative. It was implemented through an online survey, where only active Instagram users that follow one or more influencers on the platform were selected. Overall, 285 valid responses were collected. The results of the present study indicate that perceived “attractiveness” and “trustworthiness” of influencers are the dimensions of credibility that better explain consumers’ purchase intention. In what concerns gender differences, it is verified that more female than male consumers are influenced by perceived trustworthiness. The developed model aims to support brands and marketers in better understanding the effects perceived credibility of influencers has on consumption, and of its impact in purchase intention. |
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How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intentionDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of this thesis is to understand the perception Instagram users, in other words consumers, have of influencers they follow on Instagram. Consumer perceived credibility of influencers, and its impact on the purchase intention, is therefore studied. This dissertation aims to highlight which credibility dimensions better explain the purchase intention. Gender is also explored to verify behavior differences between female and male consumers. To better analyze the perceived credibility of influencers and purchase intention, scales previously developed were applied and adapted as proposed by Ohanian (1990) and Dodds, Monroe & Grewal (1991), respectively. The present study is exploratory and quantitative. It was implemented through an online survey, where only active Instagram users that follow one or more influencers on the platform were selected. Overall, 285 valid responses were collected. The results of the present study indicate that perceived “attractiveness” and “trustworthiness” of influencers are the dimensions of credibility that better explain consumers’ purchase intention. In what concerns gender differences, it is verified that more female than male consumers are influenced by perceived trustworthiness. The developed model aims to support brands and marketers in better understanding the effects perceived credibility of influencers has on consumption, and of its impact in purchase intention.O propósito desta tese é compreender as percepções que os utilizadores do Instagram, que neste caso são os consumidores, têm para interagir com influenciadores no Instagram. Desta forma, é estudado o impacto que a credibilidade percebida pelos consumidores nestes Influenciadores tem na intenção de compra. Esta dissertação visa destacar quais os tipos de credibilidade que melhor explicam a intenção de compra. Os dois géneros dos consumidores são também explorados, de modo a verificar se há diferenças no comportamento entre os homens e mulheres. Para compreender melhor o impacto que os influenciadores têm nas percepções de credibilidade dos consumidores e na intenção de compra, foram utilizadas e adaptadas escalas previamente propostas por Ohanian (1990) e Dodds, Monroe & Grewal (1991), respectivamente. O presente estudo é exploratório e quantitativo. Na fase de recolha de dados foi feito um questionário online, onde foram selecionados apenas os utilizadores do Instagram que se consideram activos e que seguem um ou mais influenciadores na plataforma. No total foram obtidas 285 respostas válidas. Os resultados obtidos neste estudo indicam que a “atractividade” e a “confiabilidade” percebida pelos consumidores nos influenciadores são as dimensões de credibilidade que melhor explicam a intenção de compra. Relativamente às diferenças entre homens e mulheres, constata-se que a percepção da confiabilidade de um influenciador tem mais influência nas mulheres do que nos homens. O modelo desenvolvido tem como objectivo auxiliar marcas e marketeers a compreender melhor o impacto que a credibilidade percebida pelos consumidores nos influenciadores tem na intenção de compra.Afonso, Ana Carolina BaptistaVeritati - Repositório Institucional da Universidade Católica PortuguesaRebelo, Marta Figueiredo2017-11-14T10:59:35Z2017-10-1820172017-10-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/23360TID:201748908enginfo: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:RCAAP2023-07-12T17:29:26Zoai:repositorio.ucp.pt:10400.14/23360Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:19:15.894483Repositório 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 |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
title |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
spellingShingle |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention Rebelo, Marta Figueiredo Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
title_full |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
title_fullStr |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
title_full_unstemmed |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
title_sort |
How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention |
author |
Rebelo, Marta Figueiredo |
author_facet |
Rebelo, Marta Figueiredo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Afonso, Ana Carolina Baptista Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rebelo, Marta Figueiredo |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The purpose of this thesis is to understand the perception Instagram users, in other words consumers, have of influencers they follow on Instagram. Consumer perceived credibility of influencers, and its impact on the purchase intention, is therefore studied. This dissertation aims to highlight which credibility dimensions better explain the purchase intention. Gender is also explored to verify behavior differences between female and male consumers. To better analyze the perceived credibility of influencers and purchase intention, scales previously developed were applied and adapted as proposed by Ohanian (1990) and Dodds, Monroe & Grewal (1991), respectively. The present study is exploratory and quantitative. It was implemented through an online survey, where only active Instagram users that follow one or more influencers on the platform were selected. Overall, 285 valid responses were collected. The results of the present study indicate that perceived “attractiveness” and “trustworthiness” of influencers are the dimensions of credibility that better explain consumers’ purchase intention. In what concerns gender differences, it is verified that more female than male consumers are influenced by perceived trustworthiness. The developed model aims to support brands and marketers in better understanding the effects perceived credibility of influencers has on consumption, and of its impact in purchase intention. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-11-14T10:59:35Z 2017-10-18 2017 2017-10-18T00:00:00Z |
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/10400.14/23360 TID:201748908 |
url |
http://hdl.handle.net/10400.14/23360 |
identifier_str_mv |
TID:201748908 |
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 |
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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 |
institution |
RCAAP |
reponame_str |
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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