Instagram without filters: A new and different type of digital influencers

Detalhes bibliográficos
Autor(a) principal: Agostinho, Inês Sequeira
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163669
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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spelling Instagram without filters: A new and different type of digital influencersSocial MediaInfluencer MarketingFake InfluencersInstagramFakeDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsInfluencer marketing is identified as a significant digital marketing practice, particularly on Instagram. However, the emergence of fake influencers, controlled by Artificial Intelligence, is transforming the landscape of influencer marketing. In this sense, this study begins by highlighting the growing popularity of Instagram, as well as the various dimensions of fakeness that underlie it. In addition, this study also aims to understand users' perceptions of these new types of influencers and how they impact their behaviour in terms of following and purchases. The methodology approach, which involves a quantitative study using surveys of Instagram users and influencers' followers, indicates that when users perceive an influencer as fake, this affects not only their following preference, but also their purchase intention. In addition, it can be seen that although influencer warmth has an influence on the desire to follow, it does not have an influence on the intention to buy a product. Overall, the study contributes to understanding the limits and perceptions of fake influencers in the digital marketing landscape.Pinto, Diego CostaNaranjo-Zolotov, Mijail JuanovichRUNAgostinho, Inês Sequeira2024-02-16T15:23:47Z2024-01-292024-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/163669TID:203518535enginfo: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:RCAAP2024-03-11T05:48:15Zoai:run.unl.pt:10362/163669Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:48.812150Repositório 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 Instagram without filters: A new and different type of digital influencers
title Instagram without filters: A new and different type of digital influencers
spellingShingle Instagram without filters: A new and different type of digital influencers
Agostinho, Inês Sequeira
Social Media
Influencer Marketing
Fake Influencers
Instagram
Fake
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Instagram without filters: A new and different type of digital influencers
title_full Instagram without filters: A new and different type of digital influencers
title_fullStr Instagram without filters: A new and different type of digital influencers
title_full_unstemmed Instagram without filters: A new and different type of digital influencers
title_sort Instagram without filters: A new and different type of digital influencers
author Agostinho, Inês Sequeira
author_facet Agostinho, Inês Sequeira
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
Naranjo-Zolotov, Mijail Juanovich
RUN
dc.contributor.author.fl_str_mv Agostinho, Inês Sequeira
dc.subject.por.fl_str_mv Social Media
Influencer Marketing
Fake Influencers
Instagram
Fake
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Media
Influencer Marketing
Fake Influencers
Instagram
Fake
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2024
dc.date.none.fl_str_mv 2024-02-16T15:23:47Z
2024-01-29
2024-01-29T00:00:00Z
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/10362/163669
TID:203518535
url http://hdl.handle.net/10362/163669
identifier_str_mv TID:203518535
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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