Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/15971 |
Resumo: | Social media platforms have been increasing in terms of usage and now, more than ever, consumers are using these type of websites as a way of receiving product information. Taking this into consideration, it has become strategic for brands to gain presence on these social sites as a way of connecting with their consumers and as a strategy to obtain new ones. Through the growth of these platforms, new opinion leaders started to emerge and celebrities are not just the ones we see in television or in movies. Social media stars, commonly known as digital influencers, are now being endorsed by multiple brands. These stars are believed to be more relatable and to have a bigger influential power over consumers. With YouTube being the second most used website in the world, these digital celebrities have been gaining voice. Hence brands are currently integrating YouTubers as endorsers in their marketing strategies. This dissertation studied the different impact in consumer behavior caused by endorsements featuring YouTubers in comparison to traditional celebrities. The research was made to portuguese individuals through an online survey. The findings suggest that YouTubers are seen as a more credible, trustworthy and attractive source of product information than traditional celebrities. Additionally, it was also attained that endorsements with YouTubers have a more positive influence over consumers’ brand awareness and purchase intention than endorsements with traditional celebrities. Overall, this research concluded that using YouTubers over traditional celebrities as brand endorsers is currently an efficient strategy that companies can implement. |
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Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyaltyYoutubersBrand awarenessPurchase intentionBrand loyaltyMarketingEstratégias de marketingRede socialMarcaComportamento do consumidorLideres de opiniãoInfluência socialReconhecimento da marcaIntenção de compraLealdade da marcaSocial media platforms have been increasing in terms of usage and now, more than ever, consumers are using these type of websites as a way of receiving product information. Taking this into consideration, it has become strategic for brands to gain presence on these social sites as a way of connecting with their consumers and as a strategy to obtain new ones. Through the growth of these platforms, new opinion leaders started to emerge and celebrities are not just the ones we see in television or in movies. Social media stars, commonly known as digital influencers, are now being endorsed by multiple brands. These stars are believed to be more relatable and to have a bigger influential power over consumers. With YouTube being the second most used website in the world, these digital celebrities have been gaining voice. Hence brands are currently integrating YouTubers as endorsers in their marketing strategies. This dissertation studied the different impact in consumer behavior caused by endorsements featuring YouTubers in comparison to traditional celebrities. The research was made to portuguese individuals through an online survey. The findings suggest that YouTubers are seen as a more credible, trustworthy and attractive source of product information than traditional celebrities. Additionally, it was also attained that endorsements with YouTubers have a more positive influence over consumers’ brand awareness and purchase intention than endorsements with traditional celebrities. Overall, this research concluded that using YouTubers over traditional celebrities as brand endorsers is currently an efficient strategy that companies can implement.A utilização das redes sociais tem vindo a crescer exponencialmente de dia para dia. Consequentemente, os consumidores têm vindo a utilizar este tipo de plataformas como meio de obter informação de produto, tornando-se assim estratégico para as marcas ganhar presença nestes websites. Através do crescimento deste tipo de plataformas, novos tipos de celebridades emergiram. São conhecidos por influenciadores digitais e estabelecem neste momento parcerias com inúmeras marcas. Este novo tipo de celebridade é conhecido por ter uma componente influenciadora forte junto dos consumidores, devido à proximidade e semelhança com os mesmos. O YouTube, segundo site mais visitado do mundo, tem vindo a dar voz a inúmeros influenciadores digitais, conhecidos como YouTubers. Estas estrelas da plataforma do YouTube contam com inúmeros casos de sucesso de parcerias com as mais diversas marcas. Esta dissertação estuda o impacto no comportamento do consumidor no que diz respeito a patrocínios com YouTubers face celebridades tradicionais. O estudo foi realizado a indivíduos portugueses através de um questionário online. As principais conclusões retiradas do estudo foram que os YouTubers são reconhecidos como uma fonte de informação de produto mais credível, de confiança e atrativa face às celebridades tradicionais. Adicionalmente foi concluído que, comparativamente a anúncios com celebridades tradicionais, os anúncios com YouTubers surtem maior efeito no consumidor ao nível de reconhecimento da marca e de intenção de compra. Em suma, a utilização de YouTubers como influenciadores constituí uma estratégia de marketing eficiente a ser implementada pelas marcas.2018-06-05T14:09:07Z2019-06-05T00:00:00Z2017-11-27T00:00:00Z2017-11-272017-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/15971TID:201770377engMenezes, Inês Furtadoinfo: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:RCAAP2023-11-09T18:01:48Zoai:repositorio.iscte-iul.pt:10071/15971Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:33:09.400215Repositório 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 |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
title |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
spellingShingle |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty Menezes, Inês Furtado Youtubers Brand awareness Purchase intention Brand loyalty Marketing Estratégias de marketing Rede social Marca Comportamento do consumidor Lideres de opinião Influência social Reconhecimento da marca Intenção de compra Lealdade da marca |
title_short |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
title_full |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
title_fullStr |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
title_full_unstemmed |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
title_sort |
Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty |
author |
Menezes, Inês Furtado |
author_facet |
Menezes, Inês Furtado |
author_role |
author |
dc.contributor.author.fl_str_mv |
Menezes, Inês Furtado |
dc.subject.por.fl_str_mv |
Youtubers Brand awareness Purchase intention Brand loyalty Marketing Estratégias de marketing Rede social Marca Comportamento do consumidor Lideres de opinião Influência social Reconhecimento da marca Intenção de compra Lealdade da marca |
topic |
Youtubers Brand awareness Purchase intention Brand loyalty Marketing Estratégias de marketing Rede social Marca Comportamento do consumidor Lideres de opinião Influência social Reconhecimento da marca Intenção de compra Lealdade da marca |
description |
Social media platforms have been increasing in terms of usage and now, more than ever, consumers are using these type of websites as a way of receiving product information. Taking this into consideration, it has become strategic for brands to gain presence on these social sites as a way of connecting with their consumers and as a strategy to obtain new ones. Through the growth of these platforms, new opinion leaders started to emerge and celebrities are not just the ones we see in television or in movies. Social media stars, commonly known as digital influencers, are now being endorsed by multiple brands. These stars are believed to be more relatable and to have a bigger influential power over consumers. With YouTube being the second most used website in the world, these digital celebrities have been gaining voice. Hence brands are currently integrating YouTubers as endorsers in their marketing strategies. This dissertation studied the different impact in consumer behavior caused by endorsements featuring YouTubers in comparison to traditional celebrities. The research was made to portuguese individuals through an online survey. The findings suggest that YouTubers are seen as a more credible, trustworthy and attractive source of product information than traditional celebrities. Additionally, it was also attained that endorsements with YouTubers have a more positive influence over consumers’ brand awareness and purchase intention than endorsements with traditional celebrities. Overall, this research concluded that using YouTubers over traditional celebrities as brand endorsers is currently an efficient strategy that companies can implement. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-11-27T00:00:00Z 2017-11-27 2017-09 2018-06-05T14:09:07Z 2019-06-05T00:00:00Z |
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/10071/15971 TID:201770377 |
url |
http://hdl.handle.net/10071/15971 |
identifier_str_mv |
TID:201770377 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf application/octet-stream |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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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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