How Millennials perceive influencers and its impact on purchase intentions
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/10400.14/26995 |
Resumo: | Marketeers face an increasingly complex task of pleasing a population that is evolving digitally. The new typical consumer is an individual that is extremely tech-savvy and critical of any campaign created by his/her favourite brands, therefore, companies are adopting new advertising practises to stand out from competition, but also to be closer to their consumers. In recent years, a new marketing approach has been gaining popularity due to the growth of social media channels, and also because it is considered to be socially closer to people and able to trigger stronger emotional responses: Influencer marketing. This dissertation was developed with the purpose of understanding how Millennials, a truly digital generation of consumers, perceive Influencers as endorsers through the lens of the Source Credibility Model. Via both descriptive and exploratory research approaches, an extensive literature review and an online questionnaire were conducted which enabled the enrichment of the existing academic literature and the development of recommendations that will assist marketing professional in creating better Influencer endorsement campaigns. Also, the psychological phenomenon of Social Proximity was studied in the context of endorsement marketing, which was yet to be done in existing literature. The main conclusions taken from this study indicate that Influencers are the best form of endorsement marketing for hedonic products. Also, it was possible to conclude that Social Proximity positively affected consumers’ purchase intentions. Finally, and as a recommendation for marketeers, Influencers are capable of generating high purchase intentions whenever perceived as highly expert and trustworthy. |
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How Millennials perceive influencers and its impact on purchase intentionsInfluencer marketingMillennialsSource Credibility ModelEndorsement campaignsSocial proximityPurchase intentionsHedonic productsMarketing de influenciadoresModelo de credibilidadeCampanhas de endossadorProximidade socialIntenções de compraProdutos hedónicosDomínio/Área Científica::Ciências Sociais::Economia e GestãoMarketeers face an increasingly complex task of pleasing a population that is evolving digitally. The new typical consumer is an individual that is extremely tech-savvy and critical of any campaign created by his/her favourite brands, therefore, companies are adopting new advertising practises to stand out from competition, but also to be closer to their consumers. In recent years, a new marketing approach has been gaining popularity due to the growth of social media channels, and also because it is considered to be socially closer to people and able to trigger stronger emotional responses: Influencer marketing. This dissertation was developed with the purpose of understanding how Millennials, a truly digital generation of consumers, perceive Influencers as endorsers through the lens of the Source Credibility Model. Via both descriptive and exploratory research approaches, an extensive literature review and an online questionnaire were conducted which enabled the enrichment of the existing academic literature and the development of recommendations that will assist marketing professional in creating better Influencer endorsement campaigns. Also, the psychological phenomenon of Social Proximity was studied in the context of endorsement marketing, which was yet to be done in existing literature. The main conclusions taken from this study indicate that Influencers are the best form of endorsement marketing for hedonic products. Also, it was possible to conclude that Social Proximity positively affected consumers’ purchase intentions. Finally, and as a recommendation for marketeers, Influencers are capable of generating high purchase intentions whenever perceived as highly expert and trustworthy.Profissionais de marketing enfrentam uma tarefa cada vez mais complexa de satisfazer a população cada vez mais digital. O novo consumidor típico é um indivíduo extremamente tecnológico e critico de qualquer campanha realizada pelas suas marcas favoritas, por isso as empresas estão a adotar novas técnicas publicitárias capazes de destacar da concorrência e estar mais próximo dos consumidores. Nos últimos anos, uma nova abordagem de marketing tem vindo a ganhar popularidade devido ao crescimento das redes sociais e por ser capaz de despoletar respostas emocionais mais fortes: Marketing de Influenciadores. Esta dissertação foi desenvolvida com o objetivo de perceber de que forma os Millennials, uma geração realmente digital, percecionam Influenciadores como endossantes através do Modelo de Credibilidade. Através de abordagens de pesquisa descritiva e exploratória, foi possível realizar uma extensa revisão literária e um questionário online que possibilitaram o enriquecimento da literatura académica existente e desenvolvimento de recomendações que ajudarão profissionais de marketing a criar melhores campanhas de endosso com Influenciadores. Adicionalmente, o fenómeno psicológico de Proximidade Social foi estudado no contexto de marketing de endosso de forma a complementar a literatura académica existente. As principais conclusões deste estudo indicam que Influenciadores são o melhor formato de marketing de endosso para produtos hedónicos. Também foi possível concluir que a Proximidade Social afeta positivamente as intenções de compra. Finalmente, e como recomendação para profissionais de marketing, os Influenciadores são capazes de gerar intenções de compra mais elevadas quando são percecionados como altamente especialistas e confiáveis.Braga, João NizaVeritati - Repositório Institucional da Universidade Católica PortuguesaCalçada, Manuel Maria Padrão Caetano de Paula2019-02-25T08:35:21Z2019-01-2920192019-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/26995TID:202170829enginfo: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:RCAAP2023-07-12T17:32:30Zoai:repositorio.ucp.pt:10400.14/26995Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:21:35.484377Repositório 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 |
How Millennials perceive influencers and its impact on purchase intentions |
title |
How Millennials perceive influencers and its impact on purchase intentions |
spellingShingle |
How Millennials perceive influencers and its impact on purchase intentions Calçada, Manuel Maria Padrão Caetano de Paula Influencer marketing Millennials Source Credibility Model Endorsement campaigns Social proximity Purchase intentions Hedonic products Marketing de influenciadores Modelo de credibilidade Campanhas de endossador Proximidade social Intenções de compra Produtos hedónicos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How Millennials perceive influencers and its impact on purchase intentions |
title_full |
How Millennials perceive influencers and its impact on purchase intentions |
title_fullStr |
How Millennials perceive influencers and its impact on purchase intentions |
title_full_unstemmed |
How Millennials perceive influencers and its impact on purchase intentions |
title_sort |
How Millennials perceive influencers and its impact on purchase intentions |
author |
Calçada, Manuel Maria Padrão Caetano de Paula |
author_facet |
Calçada, Manuel Maria Padrão Caetano de Paula |
author_role |
author |
dc.contributor.none.fl_str_mv |
Braga, João Niza Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Calçada, Manuel Maria Padrão Caetano de Paula |
dc.subject.por.fl_str_mv |
Influencer marketing Millennials Source Credibility Model Endorsement campaigns Social proximity Purchase intentions Hedonic products Marketing de influenciadores Modelo de credibilidade Campanhas de endossador Proximidade social Intenções de compra Produtos hedónicos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Influencer marketing Millennials Source Credibility Model Endorsement campaigns Social proximity Purchase intentions Hedonic products Marketing de influenciadores Modelo de credibilidade Campanhas de endossador Proximidade social Intenções de compra Produtos hedónicos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Marketeers face an increasingly complex task of pleasing a population that is evolving digitally. The new typical consumer is an individual that is extremely tech-savvy and critical of any campaign created by his/her favourite brands, therefore, companies are adopting new advertising practises to stand out from competition, but also to be closer to their consumers. In recent years, a new marketing approach has been gaining popularity due to the growth of social media channels, and also because it is considered to be socially closer to people and able to trigger stronger emotional responses: Influencer marketing. This dissertation was developed with the purpose of understanding how Millennials, a truly digital generation of consumers, perceive Influencers as endorsers through the lens of the Source Credibility Model. Via both descriptive and exploratory research approaches, an extensive literature review and an online questionnaire were conducted which enabled the enrichment of the existing academic literature and the development of recommendations that will assist marketing professional in creating better Influencer endorsement campaigns. Also, the psychological phenomenon of Social Proximity was studied in the context of endorsement marketing, which was yet to be done in existing literature. The main conclusions taken from this study indicate that Influencers are the best form of endorsement marketing for hedonic products. Also, it was possible to conclude that Social Proximity positively affected consumers’ purchase intentions. Finally, and as a recommendation for marketeers, Influencers are capable of generating high purchase intentions whenever perceived as highly expert and trustworthy. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-02-25T08:35:21Z 2019-01-29 2019 2019-01-29T00:00:00Z |
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/10400.14/26995 TID:202170829 |
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http://hdl.handle.net/10400.14/26995 |
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TID:202170829 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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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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