Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands

Detalhes bibliográficos
Autor(a) principal: Branco, Cláudia Alexandra Vicente
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/21785
Resumo: The rise of social media content generated by consumers about beauty products/services has caught the attention of brands from that segment, where some consumers ascended to digital influencers - revealing to be effective in influencing purchase decisions. Considering this, beauty brands started to increasingly resource to influencers with that purpose. The question of whether this content creation by influencers is more effective in generating brand outputs than content created by the brand itself remains unanswered. The purpose of this study is to understand to what extent perceptions regarding digital influencers’ social media content have a stronger impact than perceptions regarding content created by brands in consumers’ both purchase intention and online engagement with the brand. The role of brand attitude was also analyzed in this context. 200 female respondents’ answers were analyzed through a questionnaire. The results showed that perceptions regarding content generated by influencers don’t have a stronger impact than perceptions regarding content created by brands on brand attitude and towards both consumers’ purchase intention and online engagement with beauty brands. However, brand attitude revealed to be positively correlated with both perceptions, also having a significant impact on consumers’ purchase intention and online engagement with the brand, thus, it was generally a strong mediator of effects. Consequently, brands should not replace their own social media content with content created by influencers but work together and include them in their social media strategy.
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spelling Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brandsFirm-created contentUser-generated contentDigital influencersPurchase intentionOnline engagementConteúdo criado pela marcaConteúdo criado pelo usuárioIntenção de compraInteração onlineThe rise of social media content generated by consumers about beauty products/services has caught the attention of brands from that segment, where some consumers ascended to digital influencers - revealing to be effective in influencing purchase decisions. Considering this, beauty brands started to increasingly resource to influencers with that purpose. The question of whether this content creation by influencers is more effective in generating brand outputs than content created by the brand itself remains unanswered. The purpose of this study is to understand to what extent perceptions regarding digital influencers’ social media content have a stronger impact than perceptions regarding content created by brands in consumers’ both purchase intention and online engagement with the brand. The role of brand attitude was also analyzed in this context. 200 female respondents’ answers were analyzed through a questionnaire. The results showed that perceptions regarding content generated by influencers don’t have a stronger impact than perceptions regarding content created by brands on brand attitude and towards both consumers’ purchase intention and online engagement with beauty brands. However, brand attitude revealed to be positively correlated with both perceptions, also having a significant impact on consumers’ purchase intention and online engagement with the brand, thus, it was generally a strong mediator of effects. Consequently, brands should not replace their own social media content with content created by influencers but work together and include them in their social media strategy.O conteúdo criado nas redes sociais pelos consumidores sobre produtos/serviços de beleza captou a atenção das marcas desse segmento, onde alguns ascenderam a digital influencers - revelando-se eficazes em influenciar decisões de compra. Assim, as marcas de beleza começaram a recorrer a estes com esse propósito. A questão do conteúdo criado por influencers ser mais eficiente em gerar outputs para marca do que o conteúdo criado pela marca em si permanece por responder. O propósito deste estudo é perceber de que modo as perceções à cerca do conteúdo gerado por influencers tem um maior impacto do que as perceções à cerca do conteúdo criado pelas marcas na intenção de compra e na interação online com as marcas. O papel da atitude em relação à marca foi simultaneamente analisado neste contexto. As respostas de 200 respondentes do sexo feminino foram analisadas através de um questionário. Os resultados mostraram que as perceções em relação ao conteúdo gerado por influencers não têm um maior impacto que as perceções em relação ao conteúdo criado pelas próprias marcas em ambas a intenção de compra e na interação online com as marcas. No entanto, a atitude em relação à marca mostrou estar positivamente correlacionada com ambas as perceções, com um impacto significativo na intenção de compra e na interação online com as marcas, e, no geral, ter um forte efeito de mediação. Consequentemente, as marcas não devem substituir o seu conteúdo com o conteúdo criado por influencers, mas trabalhar em conjunto e incluí-los na sua estratégia.2021-02-02T12:27:16Z2020-12-11T00:00:00Z2020-12-112020-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21785TID:202579883engBranco, Cláudia Alexandra Vicenteinfo: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:RCAAP2023-11-09T17:32:33Zoai:repositorio.iscte-iul.pt:10071/21785Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:14:36.664679Repositório 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 Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
title Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
spellingShingle Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
Branco, Cláudia Alexandra Vicente
Firm-created content
User-generated content
Digital influencers
Purchase intention
Online engagement
Conteúdo criado pela marca
Conteúdo criado pelo usuário
Intenção de compra
Interação online
title_short Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
title_full Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
title_fullStr Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
title_full_unstemmed Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
title_sort Is digital influencers’ content more effective than your brands’ in creating online brand related content?: The impact of perceptions regarding digital influencers as source of brand content on consumers’ purchase intention of beauty brands
author Branco, Cláudia Alexandra Vicente
author_facet Branco, Cláudia Alexandra Vicente
author_role author
dc.contributor.author.fl_str_mv Branco, Cláudia Alexandra Vicente
dc.subject.por.fl_str_mv Firm-created content
User-generated content
Digital influencers
Purchase intention
Online engagement
Conteúdo criado pela marca
Conteúdo criado pelo usuário
Intenção de compra
Interação online
topic Firm-created content
User-generated content
Digital influencers
Purchase intention
Online engagement
Conteúdo criado pela marca
Conteúdo criado pelo usuário
Intenção de compra
Interação online
description The rise of social media content generated by consumers about beauty products/services has caught the attention of brands from that segment, where some consumers ascended to digital influencers - revealing to be effective in influencing purchase decisions. Considering this, beauty brands started to increasingly resource to influencers with that purpose. The question of whether this content creation by influencers is more effective in generating brand outputs than content created by the brand itself remains unanswered. The purpose of this study is to understand to what extent perceptions regarding digital influencers’ social media content have a stronger impact than perceptions regarding content created by brands in consumers’ both purchase intention and online engagement with the brand. The role of brand attitude was also analyzed in this context. 200 female respondents’ answers were analyzed through a questionnaire. The results showed that perceptions regarding content generated by influencers don’t have a stronger impact than perceptions regarding content created by brands on brand attitude and towards both consumers’ purchase intention and online engagement with beauty brands. However, brand attitude revealed to be positively correlated with both perceptions, also having a significant impact on consumers’ purchase intention and online engagement with the brand, thus, it was generally a strong mediator of effects. Consequently, brands should not replace their own social media content with content created by influencers but work together and include them in their social media strategy.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-11T00:00:00Z
2020-12-11
2020-10
2021-02-02T12:27:16Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/21785
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identifier_str_mv TID:202579883
dc.language.iso.fl_str_mv eng
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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)
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