Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/28568 |
Resumo: | Understanding how customers respond to influencer marketing has become a priority for companies, since the impact of digital marketing in today’s world is undeniable. The main goal of this research is to study how young Instagram users perceive the number of followers and followees of an influencer in terms of his/her overall likability and, if the influencer’s ascribed opinion leadership works as a mediator of this relationship. In order to do so, we administered a questionnaire to young Instagram users between 18 and 34 years old, since 65% of Instagram users belong to this age group. Specifically, we created two fictitious influencers Instagram accounts, one female and one male, and manipulated the number of followers and followees. The responses of 672 people were analyzed with SPSS and AMOS, all of which Portuguese Instagram users (370 women and 301 men). The results show that the number of followers negatively affects influencer’s likability, even though this relation does not exist when the influencer’s ascribed opinion leadership is not controlled. In addition, we found that the number of people followed by the influencer is also an important variable to take into consideration: if it is low, the influencer’s likability is negatively affected by the number of followers, but, if it is high, this negative effect does not occur. Evidence that women are more influenced by Instagram’ influencers than men was also found. On the whole, this study sheds light into the characteristics that an Instagram influencer must have in order to increase his/her likability, as well as on how consumers demographic features and Instagram usage might affect their response to influencer marketing. An important contribution of this research is linked with the finding that micro-influencers (number of followers below 100K) seem to be more likable and, thus, more attractive for companies and marketing agencies. |
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Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram usersInfluencer marketingNumber of followersNumber of followeesYoung Instagram usersAscribed opinion leadershipNúmero de seguidoresNúmero de contas a seguirUtilizadores jovens do InstagramPoder de opiniãoDomínio/Área Científica::Ciências Sociais::Economia e GestãoUnderstanding how customers respond to influencer marketing has become a priority for companies, since the impact of digital marketing in today’s world is undeniable. The main goal of this research is to study how young Instagram users perceive the number of followers and followees of an influencer in terms of his/her overall likability and, if the influencer’s ascribed opinion leadership works as a mediator of this relationship. In order to do so, we administered a questionnaire to young Instagram users between 18 and 34 years old, since 65% of Instagram users belong to this age group. Specifically, we created two fictitious influencers Instagram accounts, one female and one male, and manipulated the number of followers and followees. The responses of 672 people were analyzed with SPSS and AMOS, all of which Portuguese Instagram users (370 women and 301 men). The results show that the number of followers negatively affects influencer’s likability, even though this relation does not exist when the influencer’s ascribed opinion leadership is not controlled. In addition, we found that the number of people followed by the influencer is also an important variable to take into consideration: if it is low, the influencer’s likability is negatively affected by the number of followers, but, if it is high, this negative effect does not occur. Evidence that women are more influenced by Instagram’ influencers than men was also found. On the whole, this study sheds light into the characteristics that an Instagram influencer must have in order to increase his/her likability, as well as on how consumers demographic features and Instagram usage might affect their response to influencer marketing. An important contribution of this research is linked with the finding that micro-influencers (number of followers below 100K) seem to be more likable and, thus, more attractive for companies and marketing agencies.Compreender de que forma é que os consumidores respondem ao influencer marketing tornou-se uma prioridade para as empresas, dado o inegável impacto que o marketing digital tem nos dias de hoje. Neste trabalho, o principal objetivo consiste em estudar como é que o número de seguidores e de contas seguidas por um influenciador no Instagram afeta a propensão dos jovens utilizadores para apreciarem os mesmos. Além disso, pretendeu-se compreender se a atribuição de poder de opinião a um influenciar medeia a relação previamente descrita. Neste sentido, recolheram-se dados através de um questionário, direcionado aos utilizadores jovens do Instagram com idades entre os 18 e 34 anos, uma vez que estes representam 65% dos utilizadores desta plataforma. Especificamente, criaram-se duas contas fictícias de influenciadores no Instagram, uma relativa a um influenciador masculino e outra a um feminino, tendo-se manipulado o número de seguidores e de contas seguidas pelos mesmos. As respostas de 672 pessoas, todas elas de nacionalidade portuguesa e utilizadoras do Instagram, foram analisadas através do SPSS e do AMOS (370 mulheres e 301 homens). Os resultados mostram que o número de seguidores afeta negativamente a propensão dos consumidores para gostarem dos influenciadores, apesar desta relação não se verificar quando o poder de opinião atribuído ao influenciador não é controlado. Adicionalmente, este estudo demonstrou que o número de pessoas seguidas pelos influenciadores é também uma variável importante a ter em conta: se este for baixo, a propensão dos consumidores para gostarem de um influenciador é negativamente afetada pelo número de seguidores do mesmo; pelo contrário, se for elevado, esta relação não existe. Importa ainda destacar que as mulheres são mais influenciadas por influenciadores do Instagram do que os homens. No global, foram retiradas conclusões úteis acerca das caraterísticas que um influenciador do Instagram deve ter, de forma a aumentar a propensão dos seus seguidores para o apreciarem. Ao mesmo tempo, estudou-se como é que as características demográficas dos consumidores e a sua utilização do Instagram influenciam a sua resposta ao influencer marketing. Uma concussão importante desta investigação prende-se com a constatação de que os micro influenciadores (com menos de 100m seguidores) tendem a ser mais apreciados e, assim, mais atrativos para empresas e agências de marketing.Machado, Joana Pinto Leite CésarVeritati - Repositório Institucional da Universidade Católica PortuguesaCoelho, Rita Magalhães Moreira2019-11-05T09:50:23Z2019-07-122019-07-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/28568TID:202273687enginfo: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:RCAAP2023-07-12T17:34:10Zoai:repositorio.ucp.pt:10400.14/28568Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:22:55.967794Repositório 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 |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
title |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
spellingShingle |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users Coelho, Rita Magalhães Moreira Influencer marketing Number of followers Number of followees Young Instagram users Ascribed opinion leadership Número de seguidores Número de contas a seguir Utilizadores jovens do Instagram Poder de opinião Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
title_full |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
title_fullStr |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
title_full_unstemmed |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
title_sort |
Influencer marketing : the impact of the number of followers on influencer’s likability for young Instagram users |
author |
Coelho, Rita Magalhães Moreira |
author_facet |
Coelho, Rita Magalhães Moreira |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana Pinto Leite César Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Coelho, Rita Magalhães Moreira |
dc.subject.por.fl_str_mv |
Influencer marketing Number of followers Number of followees Young Instagram users Ascribed opinion leadership Número de seguidores Número de contas a seguir Utilizadores jovens do Instagram Poder de opinião Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Influencer marketing Number of followers Number of followees Young Instagram users Ascribed opinion leadership Número de seguidores Número de contas a seguir Utilizadores jovens do Instagram Poder de opinião Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Understanding how customers respond to influencer marketing has become a priority for companies, since the impact of digital marketing in today’s world is undeniable. The main goal of this research is to study how young Instagram users perceive the number of followers and followees of an influencer in terms of his/her overall likability and, if the influencer’s ascribed opinion leadership works as a mediator of this relationship. In order to do so, we administered a questionnaire to young Instagram users between 18 and 34 years old, since 65% of Instagram users belong to this age group. Specifically, we created two fictitious influencers Instagram accounts, one female and one male, and manipulated the number of followers and followees. The responses of 672 people were analyzed with SPSS and AMOS, all of which Portuguese Instagram users (370 women and 301 men). The results show that the number of followers negatively affects influencer’s likability, even though this relation does not exist when the influencer’s ascribed opinion leadership is not controlled. In addition, we found that the number of people followed by the influencer is also an important variable to take into consideration: if it is low, the influencer’s likability is negatively affected by the number of followers, but, if it is high, this negative effect does not occur. Evidence that women are more influenced by Instagram’ influencers than men was also found. On the whole, this study sheds light into the characteristics that an Instagram influencer must have in order to increase his/her likability, as well as on how consumers demographic features and Instagram usage might affect their response to influencer marketing. An important contribution of this research is linked with the finding that micro-influencers (number of followers below 100K) seem to be more likable and, thus, more attractive for companies and marketing agencies. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-11-05T09:50:23Z 2019-07-12 2019-07-12T00:00:00Z |
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 |
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http://hdl.handle.net/10400.14/28568 TID:202273687 |
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http://hdl.handle.net/10400.14/28568 |
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TID:202273687 |
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eng |
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eng |
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openAccess |
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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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