Small vs. large business review: how authenticity influences Instagram purchase intentions

Detalhes bibliográficos
Autor(a) principal: Medeiros, Gabriela de Lima
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/140509
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Small vs. large business review: how authenticity influences Instagram purchase intentionsBusiness SizeCustomer EngagementPerceived AuthenticityPurchase IntentionsSocial CommerceDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceBrand authenticity is examined in Kumar & Kaushik (2021) and Shuqair, Pinto, & Mattila (2019), but there is a need to understand more the effects of perceived brand authenticity (PBA) on both Instagram platform and on the current post-pandemic reality. This study results aim to determine the brand performance consequences on customer engagement (CE) and purchase intentions (PI) on this social media. This paper offers insights through two studies. The first employs a two-condition exploratory research to prove that the business size (BS) influences the way consumers communicate with brands, as their expectations and perception of proximity differ according to it (BS). The second study offers evidence that consumers’ perception of business account popularity, small business proximity, key opinion leaders’ endorsement, and business authenticity are positive driving factors for CE and PI. These results are important for managers and start-up owners to lower the uncertainty degree associated to social commerce, by keeping a consistent and engaging content enhanced by transparent messages.Pinto, Diego CostaRUNMedeiros, Gabriela de Lima2022-06-22T14:38:04Z2022-04-262022-04-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/140509TID:203027159enginfo: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:RCAAP2024-03-11T05:17:42Zoai:run.unl.pt:10362/140509Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:42.259081Repositório 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 Small vs. large business review: how authenticity influences Instagram purchase intentions
title Small vs. large business review: how authenticity influences Instagram purchase intentions
spellingShingle Small vs. large business review: how authenticity influences Instagram purchase intentions
Medeiros, Gabriela de Lima
Business Size
Customer Engagement
Perceived Authenticity
Purchase Intentions
Social Commerce
title_short Small vs. large business review: how authenticity influences Instagram purchase intentions
title_full Small vs. large business review: how authenticity influences Instagram purchase intentions
title_fullStr Small vs. large business review: how authenticity influences Instagram purchase intentions
title_full_unstemmed Small vs. large business review: how authenticity influences Instagram purchase intentions
title_sort Small vs. large business review: how authenticity influences Instagram purchase intentions
author Medeiros, Gabriela de Lima
author_facet Medeiros, Gabriela de Lima
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Medeiros, Gabriela de Lima
dc.subject.por.fl_str_mv Business Size
Customer Engagement
Perceived Authenticity
Purchase Intentions
Social Commerce
topic Business Size
Customer Engagement
Perceived Authenticity
Purchase Intentions
Social Commerce
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-06-22T14:38:04Z
2022-04-26
2022-04-26T00:00:00Z
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/10362/140509
TID:203027159
url http://hdl.handle.net/10362/140509
identifier_str_mv TID:203027159
dc.language.iso.fl_str_mv eng
language eng
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