The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry

Detalhes bibliográficos
Autor(a) principal: Guerra, Rita Lopes
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/10362/164025
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 The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion IndustryBrand AttachmentImpulsive Buying BehaviourInfluencer-owned brandsSocial Media InfluencersSource AttractivenessSource CredibilitySDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureDomínio/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 AnalyticsThe continuous growth of social media has been allowing certain users to emerge as opinion leaders as they attract a substantial number of users on these platforms. These opinion leaders, or social media influencers, can influence and change their followers’ ideas, opinions, values and even their habits, which makes them highly attractive to brands and their marketing strategies. A new way of advertising a brand is born, as influencer marketing comes in the picture and presents a more cost-effective way of promoting a brand. However, what happens when the brand endorser is also the brand owner? It is becoming more common to see influencers creating their own brands, especially in the fashion industry. This research aims to study and understand how fashion influencers that own brands can have an impact on consumers in terms of brand attachment and impulsive buying behaviour, considering source credibility and source attractiveness as characteristics of the SMFIs. A quantitative method, more precisely an online survey, was chosen to collect data and the sample was composed of 428 respondents that followed fashion influencers on social media, with ages between 18 to 71 years old. Results showed that source credibility does not significantly impacts brand attachment but does have a negative influence on impulsive buying behaviour, source attractiveness has a positive impact on both variables and, brand attachment also positively influences consumers’ impulsive purchasing behaviour. Besides this, the relationship between source attractiveness and impulsive buying behaviour is mediated by brand attachment, however the same is not true for source credibility, as there is no mediation effect.Soares, Raquel Vanessa Reis Silva FerreiraRUNGuerra, Rita Lopes2024-01-302027-01-30T00:00:00Z2024-01-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164025TID:203527739enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:50:25Zoai:run.unl.pt:10362/164025Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:00:00.361657Repositório 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 The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
title The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
spellingShingle The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
Guerra, Rita Lopes
Brand Attachment
Impulsive Buying Behaviour
Influencer-owned brands
Social Media Influencers
Source Attractiveness
Source Credibility
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
title_full The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
title_fullStr The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
title_full_unstemmed The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
title_sort The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
author Guerra, Rita Lopes
author_facet Guerra, Rita Lopes
author_role author
dc.contributor.none.fl_str_mv Soares, Raquel Vanessa Reis Silva Ferreira
RUN
dc.contributor.author.fl_str_mv Guerra, Rita Lopes
dc.subject.por.fl_str_mv Brand Attachment
Impulsive Buying Behaviour
Influencer-owned brands
Social Media Influencers
Source Attractiveness
Source Credibility
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Brand Attachment
Impulsive Buying Behaviour
Influencer-owned brands
Social Media Influencers
Source Attractiveness
Source Credibility
SDG 8 - Decent work and economic growth
SDG 9 - Industry, innovation and infrastructure
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 2024-01-30
2024-01-30T00:00:00Z
2027-01-30T00:00:00Z
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/10362/164025
TID:203527739
url http://hdl.handle.net/10362/164025
identifier_str_mv TID:203527739
dc.language.iso.fl_str_mv eng
language eng
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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
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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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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