Understanding influencer endorsement in the luxury sector

Detalhes bibliográficos
Autor(a) principal: Fernandes, António Francisco dos Reis
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/25938
Resumo: The following dissertation studies the transition of celebrity endorsement to the Social Media context by exploring the effect of Social Media Influencers’ endorsement on the consumption of luxury products. This relationship was reviewed with the use of the Social Learning Theory, testing both the fit between product and endorser, and the transferred value from the endorser to the product. Additionally, this dissertation investigates the role of the influencers’ popularity on the effectiveness of the endorsement. On one hand, popularity showed no significant impact on the fit between luxury products and the influencer. On the other hand, a positive relationship between the perceived status of a product and the influencer’s popularity was verified. Which was confirmed as a determinant factor to a successful link between the endorsement of popular influencers and higher purchase intentions of the endorsed luxury products. These results were coherent with the literature review presented.
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spelling Understanding influencer endorsement in the luxury sectorDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following dissertation studies the transition of celebrity endorsement to the Social Media context by exploring the effect of Social Media Influencers’ endorsement on the consumption of luxury products. This relationship was reviewed with the use of the Social Learning Theory, testing both the fit between product and endorser, and the transferred value from the endorser to the product. Additionally, this dissertation investigates the role of the influencers’ popularity on the effectiveness of the endorsement. On one hand, popularity showed no significant impact on the fit between luxury products and the influencer. On the other hand, a positive relationship between the perceived status of a product and the influencer’s popularity was verified. Which was confirmed as a determinant factor to a successful link between the endorsement of popular influencers and higher purchase intentions of the endorsed luxury products. These results were coherent with the literature review presented.A seguinte dissertação estuda a transição do patrocínio de celebridades para o contexto de Social Media, explorando o efeito do patrocínio de Social Media Influencers sobre o consumo de produtos de luxo. Esta relação foi estudada com o uso da Social Learning Theory, testando a adequação entre a marca patrocinadora e o influencer, e o valor transferido do influencer para a marca (após o patrocínio). Adicionalmente, esta dissertação investiga o papel da popularidade dos influenciadores na eficácia dos patrocínios. Por um lado, a popularidade não demonstrou nenhum impacto significativo na adequação entre os produtos de luxo e o influenciador patrocionado. Por outro lado, verificou-se uma relação positiva entre o status associado à marca e a popularidade do influenciador. O que foi confirmado como um factor determinante para um vínculo bem-sucedido entre o patrocínio de influenciadores populares e intenções de compra mais altas dos produtos de luxo patrocionados. Os resultados foram coerentes com a revisão literária apresentada.Crispim, Nuno Pedro MoraisVeritati - Repositório Institucional da Universidade Católica PortuguesaFernandes, António Francisco dos Reis2018-11-05T11:58:11Z2018-10-2620182018-10-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/25938TID:201990245enginfo: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:RCAAP2023-07-12T17:31:23Zoai:repositorio.ucp.pt:10400.14/25938Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:44.301003Repositório 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 Understanding influencer endorsement in the luxury sector
title Understanding influencer endorsement in the luxury sector
spellingShingle Understanding influencer endorsement in the luxury sector
Fernandes, António Francisco dos Reis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Understanding influencer endorsement in the luxury sector
title_full Understanding influencer endorsement in the luxury sector
title_fullStr Understanding influencer endorsement in the luxury sector
title_full_unstemmed Understanding influencer endorsement in the luxury sector
title_sort Understanding influencer endorsement in the luxury sector
author Fernandes, António Francisco dos Reis
author_facet Fernandes, António Francisco dos Reis
author_role author
dc.contributor.none.fl_str_mv Crispim, Nuno Pedro Morais
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Fernandes, António Francisco dos Reis
dc.subject.por.fl_str_mv Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The following dissertation studies the transition of celebrity endorsement to the Social Media context by exploring the effect of Social Media Influencers’ endorsement on the consumption of luxury products. This relationship was reviewed with the use of the Social Learning Theory, testing both the fit between product and endorser, and the transferred value from the endorser to the product. Additionally, this dissertation investigates the role of the influencers’ popularity on the effectiveness of the endorsement. On one hand, popularity showed no significant impact on the fit between luxury products and the influencer. On the other hand, a positive relationship between the perceived status of a product and the influencer’s popularity was verified. Which was confirmed as a determinant factor to a successful link between the endorsement of popular influencers and higher purchase intentions of the endorsed luxury products. These results were coherent with the literature review presented.
publishDate 2018
dc.date.none.fl_str_mv 2018-11-05T11:58:11Z
2018-10-26
2018
2018-10-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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status_str publishedVersion
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TID:201990245
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identifier_str_mv TID:201990245
dc.language.iso.fl_str_mv eng
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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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