Influencer Marketing on Instagram: Purchase Intention and Credibility

Detalhes bibliográficos
Autor(a) principal: Costa, Madalena Brás Pereira Figueiras da
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/10362/142294
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 Influencer Marketing on Instagram: Purchase Intention and CredibilityInfluencer MarketingInstagramUnited StatesPurchase intentionEngagementDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThe influencer marketing on the Instagram industry's resemblance to customers' purchase intention and engagement has attributed to the industry's predicted growth of $15 billion by 2022. This prediction would signify an $8 billion rise from 2019. The most common rationale for this industry is an emergence in customer purchase intention and engagement with a company due to its association with influencers. Previous research has primarily relied on metrics, such as followers, likes, and comments, and thus has been unable to disentangle changes in which indicators transform the end consumer's purchase intention and engagement – a potentially crucial indicator of the strategy companies should use to increase their purchases and engagement on social media. The research relies on data from prestige scholars to decompose the indicators in the correlation between purchase intention and engagement and its contribution to the influencer industry on Instagram into parts due to (a) growth of the influencer marketing on Instagram in the U.S., and (b) changes in the usage of influencer marketing on companies marketing strategy. Expertise, Trustworthiness, Likability, Source Credibility, Information, and Entertainment were the indicators applied to measure the process of Purchase Intention and Engagement. The findings of the study exhibit that influencer marketing has a considerable impact on the purchase intention and engagement of Instagram users in the United States. However, it was discovered that consumers are more likely to purchase based on knowledge rather than entertainment, and engagement demonstrates the same tendency.Pinto, Diego CostaRUNCosta, Madalena Brás Pereira Figueiras da2022-07-22T13:14:00Z2022-07-192022-07-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142294TID:203058976engmetadata only accessinfo: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:RCAAP2024-03-11T05:19:54Zoai:run.unl.pt:10362/142294Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:15.209943Repositório 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 Influencer Marketing on Instagram: Purchase Intention and Credibility
title Influencer Marketing on Instagram: Purchase Intention and Credibility
spellingShingle Influencer Marketing on Instagram: Purchase Intention and Credibility
Costa, Madalena Brás Pereira Figueiras da
Influencer Marketing
Instagram
United States
Purchase intention
Engagement
title_short Influencer Marketing on Instagram: Purchase Intention and Credibility
title_full Influencer Marketing on Instagram: Purchase Intention and Credibility
title_fullStr Influencer Marketing on Instagram: Purchase Intention and Credibility
title_full_unstemmed Influencer Marketing on Instagram: Purchase Intention and Credibility
title_sort Influencer Marketing on Instagram: Purchase Intention and Credibility
author Costa, Madalena Brás Pereira Figueiras da
author_facet Costa, Madalena Brás Pereira Figueiras da
author_role author
dc.contributor.none.fl_str_mv Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Costa, Madalena Brás Pereira Figueiras da
dc.subject.por.fl_str_mv Influencer Marketing
Instagram
United States
Purchase intention
Engagement
topic Influencer Marketing
Instagram
United States
Purchase intention
Engagement
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 2022-07-22T13:14:00Z
2022-07-19
2022-07-19T00:00:00Z
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dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/142294
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url http://hdl.handle.net/10362/142294
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