Consumers’ perception on companies who have a social purpose : the role of influencers

Detalhes bibliográficos
Autor(a) principal: Ferreira, Francisca Pinto
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/10400.14/38294
Resumo: The purpose of this dissertation is to analyze consumer’s responses – mainly purchase intention (PI), willingness to pay (WTP) and perceived quality (PQ) – on companies with social purposes, when confronted with an influencer’s opinion or with an influencer’s advertisement, accounting for the mediating role of brand personality (BP). For that, a quantitative experiment was performed, using an online survey, to test the hypotheses formulated in the study. Data was analyzed using independent samples t-tests and the SPSS PROCESS macro to test brand personality’s mediating role. Findings suggest that consumers form different perceptions when confronted with an opinion and when confronted with an advertisement. Mediated by brand personality, purchase intentions, willingness to pay and perceived quality are higher for the influencer’s opinion. This study contributes for research in the consumer behavior, influencer marketing and companies with social purpose field, showing the mediating role of brand personality on consumer’s responses, providing guidance for influencer marketing users.
id RCAP_ae519786ca6f740fecf96fcba884778f
oai_identifier_str oai:repositorio.ucp.pt:10400.14/38294
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Consumers’ perception on companies who have a social purpose : the role of influencersInfluencer marketingConsumer behaviorSocial purposeBrand personalityDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of this dissertation is to analyze consumer’s responses – mainly purchase intention (PI), willingness to pay (WTP) and perceived quality (PQ) – on companies with social purposes, when confronted with an influencer’s opinion or with an influencer’s advertisement, accounting for the mediating role of brand personality (BP). For that, a quantitative experiment was performed, using an online survey, to test the hypotheses formulated in the study. Data was analyzed using independent samples t-tests and the SPSS PROCESS macro to test brand personality’s mediating role. Findings suggest that consumers form different perceptions when confronted with an opinion and when confronted with an advertisement. Mediated by brand personality, purchase intentions, willingness to pay and perceived quality are higher for the influencer’s opinion. This study contributes for research in the consumer behavior, influencer marketing and companies with social purpose field, showing the mediating role of brand personality on consumer’s responses, providing guidance for influencer marketing users.O objetivo desta dissertação é analisar as respostas dos consumidores – principalmente a intenção de compra (PI), a disposição pagar (WTP) e a perceção de qualidade (PQ) – em empresas com fins sociais, quando confrontados com a opinião ou com a publicidade de um influenciador, contabilizando o papel mediador da personalidade da marca (BP). Para tal, foi efetuada uma experiência quantitativa, utilizando um inquérito online, para testar as hipóteses formuladas no estudo. Os dados foram analisados utilizando testes-t de amostra independente e com a macro SPSS PROCESS para testar o papel de mediador da personalidade da marca. As conclusões sugerem que os consumidores adquirem perceções diferentes quando confrontados com uma opinião e quando confrontados com uma publicidade. Mediadas pela personalidade da marca, as intenções de compra, a disposição a pagar e a perceção de qualidade são mais elevadas para a opinião da influenciadora. Este estudo contribui para a investigação no comportamento do consumidor, no marketing de influenciadores e nas empresas com fins sociais, comprovando o papel mediador da imagem da marca nas respostas dos consumidores, fornecendo orientação para os utilizadores de marketing de influenciadores.Bicho, Marta Liliana NunesVeritati - Repositório Institucional da Universidade Católica PortuguesaFerreira, Francisca Pinto2022-07-20T08:35:01Z2022-01-242022-012022-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38294TID:202965333enginfo: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:RCAAP2023-07-12T17:43:46Zoai:repositorio.ucp.pt:10400.14/38294Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:13.240006Repositório 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 Consumers’ perception on companies who have a social purpose : the role of influencers
title Consumers’ perception on companies who have a social purpose : the role of influencers
spellingShingle Consumers’ perception on companies who have a social purpose : the role of influencers
Ferreira, Francisca Pinto
Influencer marketing
Consumer behavior
Social purpose
Brand personality
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Consumers’ perception on companies who have a social purpose : the role of influencers
title_full Consumers’ perception on companies who have a social purpose : the role of influencers
title_fullStr Consumers’ perception on companies who have a social purpose : the role of influencers
title_full_unstemmed Consumers’ perception on companies who have a social purpose : the role of influencers
title_sort Consumers’ perception on companies who have a social purpose : the role of influencers
author Ferreira, Francisca Pinto
author_facet Ferreira, Francisca Pinto
author_role author
dc.contributor.none.fl_str_mv Bicho, Marta Liliana Nunes
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Ferreira, Francisca Pinto
dc.subject.por.fl_str_mv Influencer marketing
Consumer behavior
Social purpose
Brand personality
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Influencer marketing
Consumer behavior
Social purpose
Brand personality
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The purpose of this dissertation is to analyze consumer’s responses – mainly purchase intention (PI), willingness to pay (WTP) and perceived quality (PQ) – on companies with social purposes, when confronted with an influencer’s opinion or with an influencer’s advertisement, accounting for the mediating role of brand personality (BP). For that, a quantitative experiment was performed, using an online survey, to test the hypotheses formulated in the study. Data was analyzed using independent samples t-tests and the SPSS PROCESS macro to test brand personality’s mediating role. Findings suggest that consumers form different perceptions when confronted with an opinion and when confronted with an advertisement. Mediated by brand personality, purchase intentions, willingness to pay and perceived quality are higher for the influencer’s opinion. This study contributes for research in the consumer behavior, influencer marketing and companies with social purpose field, showing the mediating role of brand personality on consumer’s responses, providing guidance for influencer marketing users.
publishDate 2022
dc.date.none.fl_str_mv 2022-07-20T08:35:01Z
2022-01-24
2022-01
2022-01-24T00:00:00Z
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/10400.14/38294
TID:202965333
url http://hdl.handle.net/10400.14/38294
identifier_str_mv TID:202965333
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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)
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
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
repository.mail.fl_str_mv
_version_ 1799132035386703872

Registros relacionados