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The Impact of Social Media Influencers on Consumer Perception About the Product and Purchase Intention.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Social Media Influencers on Consumer Perception About the Product and Purchase Intention./
作者:	Rodrigues, Rita Vicente.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	103 p.
附註:	Source: Dissertations Abstracts International, Volume: 83-10, Section: A.
Contained By:	Dissertations Abstracts International83-10A.
標題:	Purchasing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29033811
ISBN:	9798209928232

The Impact of Social Media Influencers on Consumer Perception About the Product and Purchase Intention.
Rodrigues, Rita Vicente.

The Impact of Social Media Influencers on Consumer Perception About the Product and Purchase Intention. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 103 p.

Source: Dissertations Abstracts International, Volume: 83-10, Section: A.

Thesis (Master's)--Universidade NOVA de Lisboa (Portugal), 2021.

This item must not be sold to any third party vendors.

The growing popularity of social media networks has been enabling individuals to attract large audiences on these platforms. This new group of opinion leaders, the social media influencers (SMIs), have massive network potential and influential power over consumers, representing a new type of independent third-party endorsers who shape audience attitudes and beliefs through the use of social media. SMIs increasing popularity and persuasion power are leading companies to start recognizing their value as endorsers and include SMIs in brand communication strategies, with the goal of diffusing brand messages to target consumers. This study is designed to identify the factors associated with SMIs that increase their endorsement effectiveness and stimulate consumers' positive perceptions about the endorsed products and purchase intention, focusing on source credibility, source attractiveness, product match-up and communication. A quantitative method was used to operationalize this study and a sample of 306 participants, aged between 18 and 57 years old and who follow SMIs, was collected through an online questionnaire. The results showed that all the SMIs' effectiveness factors - source credibility, source attractiveness, product match-up and communication - have a significant positive influence on consumer perception about the product and on purchase intention, individually and together. The factors with most impact on purchase intention are source attractiveness and communication when studied individually, and source attractiveness and product match-up when studied together. Moreover, consumer perception about the product positively impacts purchase intention directly and mediates the relationship between the set of SMIs effectiveness factors and purchase intention.

ISBN: 9798209928232Subjects--Topical Terms:

652497
Purchasing.

The Impact of Social Media Influencers on Consumer Perception About the Product and Purchase Intention.
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520 $a The growing popularity of social media networks has been enabling individuals to attract large audiences on these platforms. This new group of opinion leaders, the social media influencers (SMIs), have massive network potential and influential power over consumers, representing a new type of independent third-party endorsers who shape audience attitudes and beliefs through the use of social media. SMIs increasing popularity and persuasion power are leading companies to start recognizing their value as endorsers and include SMIs in brand communication strategies, with the goal of diffusing brand messages to target consumers. This study is designed to identify the factors associated with SMIs that increase their endorsement effectiveness and stimulate consumers' positive perceptions about the endorsed products and purchase intention, focusing on source credibility, source attractiveness, product match-up and communication. A quantitative method was used to operationalize this study and a sample of 306 participants, aged between 18 and 57 years old and who follow SMIs, was collected through an online questionnaire. The results showed that all the SMIs' effectiveness factors - source credibility, source attractiveness, product match-up and communication - have a significant positive influence on consumer perception about the product and on purchase intention, individually and together. The factors with most impact on purchase intention are source attractiveness and communication when studied individually, and source attractiveness and product match-up when studied together. Moreover, consumer perception about the product positively impacts purchase intention directly and mediates the relationship between the set of SMIs effectiveness factors and purchase intention.
520 $a A crescente popularidade das redes sociais tem permitido aos individuos atrairem grandes audiencias nessas plataformas. Este novo grupo de lideres de opiniao, os influenciadores das redes sociais (IRSs), tem uma grande rede de contactos e poder de influencia sobre os consumidores, representando um novo tipo de endorser que molda as atitudes e opinioes do publico atraves das redes sociais. A popularidade e o poder de persuasao crescentes dos IRSs estao a levar as empresas a reconhecer o seu valor como endorsers e a incluir os IRSs nas estrategias de comunicacao da marca, com o objetivo de divulgar as mensagens da marca aos consumidores alvo. Este estudo foi desenvolvido para identificar os fatores associados aos IRSs que aumentam a eficacia dos seus endorsements, que despoletam percecoes positivas dos consumidores sobre os produtos e estimulam a intencao de compra, com foco na credibilidade do endorser, atratividade do endorser, ligacao entre o endorser e o produto, e comunicacao. Este estudo foi operacionalizado atraves de uma metodologia quantitativa, cujos dados foram recolhidos atraves de um questionario online, e contou com a participacao de 306 pessoas que seguem IRSs, com idades compreendidas entre 18 e 57 anos. Os resultados demostraram que todos os fatores de eficacia dos IRSs - credibilidade do endorser, atratividade do endorser, ligacao entre o endorser e o produto, e comunicacao - tem uma influencia significativamente positiva na percecao do consumidor sobre o produto e na intencao de compra, individualmente e em conjunto. Os fatores com maior impacto na intencao de compra sao a atratividade do endorser e a comunicacao, quando estudados individualmente, e a atratividade do endorser e ligacao entre o endorser e o produto, quando estudados em conjunto. Alem disso, a percecao do consumidor sobre o produto impacta positivamente a sua intencao de compra de forma direta e medeia a relacao entre o conjunto de fatores de eficacia do IRS e a intencao de compra dos consumidores.
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