Publicação
The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Kousi, Sofia | |
| dc.contributor.author | Chaves, Ana Maria Lopes | |
| dc.date.accessioned | 2020-11-12T11:30:04Z | |
| dc.date.available | 2020-11-12T11:30:04Z | |
| dc.date.issued | 2020-01-24 | |
| dc.date.submitted | 2020-01-05 | |
| dc.description.abstract | The impact of influencer marketing onto Portuguese consumers’ value perceptions and purchase intentions towards premium beauty brandsMotivated by therising practice of influencer marketing in the beauty industry, this study aimsto understand the impact of Social Media Influencers (SMIs) onto Portugueseconsumers’ brand value perceptions, purchase intentions and willingness to pay.Through anexperimental approach and development ofan online survey, a sample of 117 individuals was obtained, whom were either exposed to an Instagram postfrom thechosenbrand or the SMI. The results were not significant,both groups having similar value perceptions,purchase intentionsand willingness to pay. Respondents’perceptionstowards the SMI and brand-imagery fitsignificantlyimpactedvalue perceptions and purchase intentions. | pt_PT |
| dc.identifier.tid | 202495787 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/106999 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Influencer marketing | pt_PT |
| dc.subject | Brand value perceptions | pt_PT |
| dc.subject | Purchase intentions | pt_PT |
| dc.subject | Beauty market | pt_PT |
| dc.title | The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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