The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616 |
Resumo: | This study aims to find the impact of social media influencers on brand awareness, brand image, and trust in their sponsored content. For this purpose, influencers’ traits were divided into intrinsic and extrinsic characteristics to measure their impact more accurately. Hypotheses were formulated, and a close-ended questionnaire was distributed to quantitatively analyse the effect of social media influencers. In total, 327 responses were collected for analysis. The results indicated that social media influencers’ perceived intrinsic characteristics positively impact the level of brand awareness, and perceived extrinsic traits positively affect brand image, and trust in sponsored content. The research measures consumer reactions to influencer marketing among social media users. It contributes to overall knowledge about social media influencers` impacts on users through implications of attitudinal persuasion knowledge and self-perception theory. The findings shed light on the implications of social media influencers` traits in relation to how the sponsored brands and influencers` content are perceived by customers. DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.88-114 |
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The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media UsersSocial media influencers, brand awareness, brand image, digital marketing, consumer behavior, perception toward brandThis study aims to find the impact of social media influencers on brand awareness, brand image, and trust in their sponsored content. For this purpose, influencers’ traits were divided into intrinsic and extrinsic characteristics to measure their impact more accurately. Hypotheses were formulated, and a close-ended questionnaire was distributed to quantitatively analyse the effect of social media influencers. In total, 327 responses were collected for analysis. The results indicated that social media influencers’ perceived intrinsic characteristics positively impact the level of brand awareness, and perceived extrinsic traits positively affect brand image, and trust in sponsored content. The research measures consumer reactions to influencer marketing among social media users. It contributes to overall knowledge about social media influencers` impacts on users through implications of attitudinal persuasion knowledge and self-perception theory. The findings shed light on the implications of social media influencers` traits in relation to how the sponsored brands and influencers` content are perceived by customers. DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.88-114ISVOUGA - Instituto Superior de Entre Douro e Vouga2022-07-08T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616oai:u3isjournal.isvouga.pt:article/616International Journal of Marketing, Communication and New Media; Vol 10, No 18 (2022)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616/318http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/616/362http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/616/363http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/616/364Copyright (c) 2022 Arian Matin, Tornike Khoshtaria, Nugzar Toduahttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessMatin, ArianKhoshtaria, TornikeTodua, Nugzar2022-09-22T10:30:36Zoai:u3isjournal.isvouga.pt:article/616Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:23.129613Repositório 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 Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
title |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
spellingShingle |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users Matin, Arian Social media influencers, brand awareness, brand image, digital marketing, consumer behavior, perception toward brand |
title_short |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
title_full |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
title_fullStr |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
title_full_unstemmed |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
title_sort |
The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users |
author |
Matin, Arian |
author_facet |
Matin, Arian Khoshtaria, Tornike Todua, Nugzar |
author_role |
author |
author2 |
Khoshtaria, Tornike Todua, Nugzar |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Matin, Arian Khoshtaria, Tornike Todua, Nugzar |
dc.subject.por.fl_str_mv |
Social media influencers, brand awareness, brand image, digital marketing, consumer behavior, perception toward brand |
topic |
Social media influencers, brand awareness, brand image, digital marketing, consumer behavior, perception toward brand |
description |
This study aims to find the impact of social media influencers on brand awareness, brand image, and trust in their sponsored content. For this purpose, influencers’ traits were divided into intrinsic and extrinsic characteristics to measure their impact more accurately. Hypotheses were formulated, and a close-ended questionnaire was distributed to quantitatively analyse the effect of social media influencers. In total, 327 responses were collected for analysis. The results indicated that social media influencers’ perceived intrinsic characteristics positively impact the level of brand awareness, and perceived extrinsic traits positively affect brand image, and trust in sponsored content. The research measures consumer reactions to influencer marketing among social media users. It contributes to overall knowledge about social media influencers` impacts on users through implications of attitudinal persuasion knowledge and self-perception theory. The findings shed light on the implications of social media influencers` traits in relation to how the sponsored brands and influencers` content are perceived by customers. DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.88-114 |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-08T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616 oai:u3isjournal.isvouga.pt:article/616 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/616 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/616/318 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/616/362 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/616/363 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/616/364 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Arian Matin, Tornike Khoshtaria, Nugzar Todua https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Arian Matin, Tornike Khoshtaria, Nugzar Todua https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 10, No 18 (2022) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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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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