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Publicação
The Impact of social media Influencers on consumers lifestyle: experiential versus material content posts
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| 1.13 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The growth and constant reinvention of social media have profoundly changed the way people communicate, as well as the individuals receive and interpret that communication and information. Prior research on social media post-type experiential (vs. material) content remains scant. In order to actualize this gap, the thesis examines the consumers engagement and interaction to the post type primed as an experiential vs. material. Two studies are developed with a total of an online survey for a sample of 272 responses to evaluate the research questions “What is the impact of social media influencers on a consumer purchase decision?”; “Which type of content are followers most attracted to?” and last question “Are experiential posts versus material posts more engaging?”. Regarding analyzing the questionnaires conducted online, we could conclude that there is a strong influence on the type of content shared in the post, where the experience is elected by consumers due to its uniqueness, positive emotions aroused, and also the attractiveness of the post itself.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Consumer Behavior Content Marketing Experiential Post Instagram Material Post Social Media Influencers Engagement