The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41275 |
Resumo: | The purpose of this thesis is to understand how social media fitness influencers’ attractiveness affects customers’ purchase intention for fitness items and if this effect differs considering customers self-esteem. This thesis aims to explore how attractiveness, as one dimension of influencers’ credibility, might lead customers to purchase an endorsed item. Self-esteem was included in this thesis as studies reveal that body image and exposition to attractiveness-related content might influence self-esteem and consequently decrease the persuasion effect. To better analyze the attractiveness of influencers and purchase intention, source-credibility scale, purchase intention and Rosenberg self-esteem scales were adapted and used. The data was collected through an online survey with 144 valid responses collected. The results of the present study did not find significant effects of social media fitness influencers’ attractiveness on consumers’ purchase intention for fitness items. Furthermore, results have revealed that consumer’s self-esteem also does not moderate the effect of attractiveness on purchase intention. This thesis contributes to the academic community by providing a starting point for further research on the physical attributes of social media influencers that might have an impact on purchase intention in the emerging fitness market. |
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The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderatorSocial media influencersFitnessPurchase intentionSelf-EsteemBody imageSource credibilityInfluenciadores dos meios de comunicação socialIntenções de compraAutoestimaImagem corporalCredibilidade da fonteDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe purpose of this thesis is to understand how social media fitness influencers’ attractiveness affects customers’ purchase intention for fitness items and if this effect differs considering customers self-esteem. This thesis aims to explore how attractiveness, as one dimension of influencers’ credibility, might lead customers to purchase an endorsed item. Self-esteem was included in this thesis as studies reveal that body image and exposition to attractiveness-related content might influence self-esteem and consequently decrease the persuasion effect. To better analyze the attractiveness of influencers and purchase intention, source-credibility scale, purchase intention and Rosenberg self-esteem scales were adapted and used. The data was collected through an online survey with 144 valid responses collected. The results of the present study did not find significant effects of social media fitness influencers’ attractiveness on consumers’ purchase intention for fitness items. Furthermore, results have revealed that consumer’s self-esteem also does not moderate the effect of attractiveness on purchase intention. This thesis contributes to the academic community by providing a starting point for further research on the physical attributes of social media influencers that might have an impact on purchase intention in the emerging fitness market.O objectivo desta tese é compreender como a atractividade dos influenciadores de fitness dos meios de comunicação social afecta a intenção de compra de artigos de fitness e se este efeito difere considerando a autoestima dos clientes. Esta tese visa explorar como a atractividade, como uma dimensão da credibilidade dos influenciadores, pode levar os clientes a comprar um artigo endossado. A autoestima foi incluída nesta tese, uma vez que estudos revelam que a imagem corporal e a exposição a conteúdos relacionados com a atractividade podem influenciar a autoestima e, consequentemente, diminuir o efeito de persuasão. Para melhor analis ar a atractividade dos influenciadores e a intenção de compra, foram adaptadas e utilizadas escalas de autoestima Rosenberg e de intenção de compra. Os dados foram recolhidos através de um inquérito online, com 144 respostas válidas recolhidas. Os resultados do presente estudo não encontraram efeitos significativos da atractividade dos influenciadores das redes sociais na intenção de compra de artigos de fitness por parte dos consumidores. Além disso, os resultados revelaram que a autoestima do consumidor também não modera o efeito da atractividade sobre a intenção de compra. Esta tese contribui para a comunidade académica ao fornecer um ponto de partida para mais investigação sobre os atributos físicos dos influenciadores das redes sociais que possam ter um impacto na intenção de compra no emergente mercado de fitness.Mendonça, CristinaVeritati - Repositório Institucional da Universidade Católica PortuguesaMadeira, Francisco de Oliveira2023-06-01T07:58:29Z2023-01-252023-012023-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41275TID:203252985enginfo: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:RCAAP2023-07-12T17:46:51Zoai:repositorio.ucp.pt:10400.14/41275Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:56.151940Repositório 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 fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
title |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
spellingShingle |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator Madeira, Francisco de Oliveira Social media influencers Fitness Purchase intention Self-Esteem Body image Source credibility Influenciadores dos meios de comunicação social Intenções de compra Autoestima Imagem corporal Credibilidade da fonte Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
title_full |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
title_fullStr |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
title_full_unstemmed |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
title_sort |
The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self-esteem as a moderator |
author |
Madeira, Francisco de Oliveira |
author_facet |
Madeira, Francisco de Oliveira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Mendonça, Cristina Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Madeira, Francisco de Oliveira |
dc.subject.por.fl_str_mv |
Social media influencers Fitness Purchase intention Self-Esteem Body image Source credibility Influenciadores dos meios de comunicação social Intenções de compra Autoestima Imagem corporal Credibilidade da fonte Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Social media influencers Fitness Purchase intention Self-Esteem Body image Source credibility Influenciadores dos meios de comunicação social Intenções de compra Autoestima Imagem corporal Credibilidade da fonte Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The purpose of this thesis is to understand how social media fitness influencers’ attractiveness affects customers’ purchase intention for fitness items and if this effect differs considering customers self-esteem. This thesis aims to explore how attractiveness, as one dimension of influencers’ credibility, might lead customers to purchase an endorsed item. Self-esteem was included in this thesis as studies reveal that body image and exposition to attractiveness-related content might influence self-esteem and consequently decrease the persuasion effect. To better analyze the attractiveness of influencers and purchase intention, source-credibility scale, purchase intention and Rosenberg self-esteem scales were adapted and used. The data was collected through an online survey with 144 valid responses collected. The results of the present study did not find significant effects of social media fitness influencers’ attractiveness on consumers’ purchase intention for fitness items. Furthermore, results have revealed that consumer’s self-esteem also does not moderate the effect of attractiveness on purchase intention. This thesis contributes to the academic community by providing a starting point for further research on the physical attributes of social media influencers that might have an impact on purchase intention in the emerging fitness market. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-01T07:58:29Z 2023-01-25 2023-01 2023-01-25T00:00:00Z |
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/10400.14/41275 TID:203252985 |
url |
http://hdl.handle.net/10400.14/41275 |
identifier_str_mv |
TID:203252985 |
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 |
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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 |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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