What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41314 |
Resumo: | With the rise of influencer marketing, the fitness industry, especially regarding fitness apparel and fitness influencers due to a scarcity of studies surrounding this topic, more studies are needed. Therefore, this dissertation aims to be the beacon for brands to better understand the pertinence of influencer marketing and how to implement it to aid brand equity. Thus, the research question is “what is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?”. My research aims to fill the gap of research surrounding these types of influencers. The study utilized a mixed methods approach which included an online survey and five 30min individual interviews. Findings suggest that most people are using Instagram and for their individual needs. The more people admitted to following influencers the more they had a positive connotation of the latter. Furthermore, fitness influencers reveal to have a big impact on consumer attitude which follows into a behaviour change. For instance, fitness influencers influence consumers to want to work out more, and seeing them as real and honest people, the consumer ends up feeling more close to the influencer which leads to an influence in consumers’decision making and a purchase intention. Not only fitness influencer’s relatability but motivational and inspiring content aids in the creation of a human brand leading more easily to a purchasing intention from consumers. Moreover, they are also decisive in consumers’ decision making process when purchasing fitness apparel by excluding other brands whom consumers’ favourite fitness influencers are not affiliated with. Hence, this study demonstrates that it is more likely that brand-micro-influencer collaboration increases the performance of the brand and thus brand equity compared to noncollaboration. |
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What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?InstagramInfluencer marketingFitness industryFitness apparelConsumer behaviourMarketing de influenciadoresIndústria do fitnessRoupa de fitnessComportamento do consumidorDomínio/Área Científica::Ciências Sociais::Ciências da ComunicaçãoWith the rise of influencer marketing, the fitness industry, especially regarding fitness apparel and fitness influencers due to a scarcity of studies surrounding this topic, more studies are needed. Therefore, this dissertation aims to be the beacon for brands to better understand the pertinence of influencer marketing and how to implement it to aid brand equity. Thus, the research question is “what is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?”. My research aims to fill the gap of research surrounding these types of influencers. The study utilized a mixed methods approach which included an online survey and five 30min individual interviews. Findings suggest that most people are using Instagram and for their individual needs. The more people admitted to following influencers the more they had a positive connotation of the latter. Furthermore, fitness influencers reveal to have a big impact on consumer attitude which follows into a behaviour change. For instance, fitness influencers influence consumers to want to work out more, and seeing them as real and honest people, the consumer ends up feeling more close to the influencer which leads to an influence in consumers’decision making and a purchase intention. Not only fitness influencer’s relatability but motivational and inspiring content aids in the creation of a human brand leading more easily to a purchasing intention from consumers. Moreover, they are also decisive in consumers’ decision making process when purchasing fitness apparel by excluding other brands whom consumers’ favourite fitness influencers are not affiliated with. Hence, this study demonstrates that it is more likely that brand-micro-influencer collaboration increases the performance of the brand and thus brand equity compared to noncollaboration.Devido ao crescimento do marketing de influenciadores da indústria do fitness, especialmente no que toca a roupa de fitness e os respetivos influenciadores e à falta de estudos à volta deste assunto, achei pertinente investigar acerca deste tema. Para além de um interesse geral respetivamente ao fitness, existe uma escassez de estudos. Deste modo, esta dissertação tem como objetivo ajudar marcas a compreender a pertinência do marketing de influenciadores e como o implementar de forma a que complemente o valor da marca. A questão de partida permite, então, guiar as respostas perante esta escassez de estudos. A questão é, qual é o impacto do marketing de influenciadores através do Instagram, quando promovem roupa de fitness, no comportamento do consumidor feminino? A minha investigação permite preencher uma lacuna de estudos deste tipo de influenciadores. O meu estudo é composto por métodos mistos que incluem um questionário online e cinco entrevistas, individuais, de 30 minutos. Os resultados demonstram que a maioria das pessoas utiliza o Instagram para as suas necessidades próprias. Além do mais, quanto mais pessoas se registassem seguir influenciadores, mais se observava uma conotação positiva dos mesmos. Para além disto, os influenciadores demonstram ter uma grande influência sob a atitude dos consumidores que se transforma numa mudança de comportamento. Por exemplo, estes influenciadores influenciam consumidores a quererem treinar mais e estes, veem-nos como pessoas reais e honestas, o que por sua vez, fá-los sentirem-se mais próximos do influenciador em questão, o que influencia o processo da tomada de decisão do consumidor e a sua intenção de compra. Adicionalmente, não só a identificação, mas também o conteúdo motivacional e inspiracional ajudam na criação de uma marca humana que como consequência facilita uma intenção de compra nos consumidores. Ademais, os influenciadores de fitness também são decisivos no processo da tomada de decisão dos consumidores antes da compra, ao fazerem o consumidor excluir outras marcas, neste caso, com que a sua influenciadora preferida não se relacione. Como conclusão, este estudo evidencia que é mais provável uma colaboração entre uma marca e uma microinfluenciadora aumentar a performance da marca significativamente e, por isto, o valor da marca, do que uma campanha de marketing sem a colaboração da mesma.Simão, João Duarte Borges Martins de VasconcelosVeritati - Repositório Institucional da Universidade Católica PortuguesaJorge, Carolina Isabel Belo Carmona Mendes2023-06-05T13:26:14Z2023-04-272023-012023-04-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41314TID:203303288enginfo: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:RCAAP2023-07-12T17:46:53Zoai:repositorio.ucp.pt:10400.14/41314Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:58.328165Repositório 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 |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
title |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
spellingShingle |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? Jorge, Carolina Isabel Belo Carmona Mendes Influencer marketing Fitness industry Fitness apparel Consumer behaviour Marketing de influenciadores Indústria do fitness Roupa de fitness Comportamento do consumidor Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
title_short |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
title_full |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
title_fullStr |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
title_full_unstemmed |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
title_sort |
What is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour? |
author |
Jorge, Carolina Isabel Belo Carmona Mendes |
author_facet |
Jorge, Carolina Isabel Belo Carmona Mendes |
author_role |
author |
dc.contributor.none.fl_str_mv |
Simão, João Duarte Borges Martins de Vasconcelos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Jorge, Carolina Isabel Belo Carmona Mendes |
dc.subject.por.fl_str_mv |
Instagram Influencer marketing Fitness industry Fitness apparel Consumer behaviour Marketing de influenciadores Indústria do fitness Roupa de fitness Comportamento do consumidor Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
topic |
Instagram Influencer marketing Fitness industry Fitness apparel Consumer behaviour Marketing de influenciadores Indústria do fitness Roupa de fitness Comportamento do consumidor Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
description |
With the rise of influencer marketing, the fitness industry, especially regarding fitness apparel and fitness influencers due to a scarcity of studies surrounding this topic, more studies are needed. Therefore, this dissertation aims to be the beacon for brands to better understand the pertinence of influencer marketing and how to implement it to aid brand equity. Thus, the research question is “what is the impact of influencer marketing through Instagram, by promoting fitness apparel, on female consumer behaviour?”. My research aims to fill the gap of research surrounding these types of influencers. The study utilized a mixed methods approach which included an online survey and five 30min individual interviews. Findings suggest that most people are using Instagram and for their individual needs. The more people admitted to following influencers the more they had a positive connotation of the latter. Furthermore, fitness influencers reveal to have a big impact on consumer attitude which follows into a behaviour change. For instance, fitness influencers influence consumers to want to work out more, and seeing them as real and honest people, the consumer ends up feeling more close to the influencer which leads to an influence in consumers’decision making and a purchase intention. Not only fitness influencer’s relatability but motivational and inspiring content aids in the creation of a human brand leading more easily to a purchasing intention from consumers. Moreover, they are also decisive in consumers’ decision making process when purchasing fitness apparel by excluding other brands whom consumers’ favourite fitness influencers are not affiliated with. Hence, this study demonstrates that it is more likely that brand-micro-influencer collaboration increases the performance of the brand and thus brand equity compared to noncollaboration. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-05T13:26:14Z 2023-04-27 2023-01 2023-04-27T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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eng |
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