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Are Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstract

2020-10-16Documento de conferência Acesso aberto
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dc.contributor.authorHerter, Márcia
dc.contributor.authorPinto, Diego Costa
dc.contributor.authorSoares, Raquel
dc.contributor.authorAbreu, Carlos
dc.contributor.authorLeal, Maria do Carmo
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.date.accessioned2022-06-24T22:17:38Z
dc.date.available2022-06-24T22:17:38Z
dc.date.issued2020-10-16
dc.descriptionHerter, M., Pinto, D. C., Soares, R., Abreu, C., & Leal, M. D. C. (2020). Are Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstract. In Proceedings of the Regional European Marketing Academy Conference, 11th (pp. 1-2). European Marketing Academy (EMAC). http://proceedings.emac-online.org/pdfs/R2020-84332.pdf
dc.description.abstractAlthough influencer marketing has grown significantly in recent years for products and brands, little is known about how the association between influencers and social causes would work. The present study aims to understand how the association of influencers with social causes (influencer-cause fit) shapes followers’ attitudes and perceived authenticity. An experimental study with social media consumers shows the importance of authentic social content shared by the influencers, and the association to consistent social causes to improve followers’ attitudes. The findings present important theoretical and practical implications for influencer marketing and social causes.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent2
dc.format.extent156180
dc.identifier.otherPURE: 44932449
dc.identifier.otherPURE UUID: 28a030b4-30e0-4ed4-8bc9-83d63d7c012a
dc.identifier.otherORCID: /0000-0003-4418-9450/work/152551804
dc.identifier.urihttp://hdl.handle.net/10362/140717
dc.identifier.urlhttp://proceedings.emac-online.org/pdfs/R2020-84332.pdf
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEuropean Marketing Academy (EMAC)
dc.subjectFood waste
dc.subjectAesthetics
dc.subjectConstrual level
dc.subjectSDG 12 - Responsible Consumption and Production
dc.titleAre Influencers’ Causes Authentic? How Influencer-Cause Fit Shapes Followers’ Attitudes- Abstracten
dc.typeconference object
degois.publication.firstPage1
degois.publication.lastPage2
degois.publication.titleProceedings of the European Marketing Academy, 11th
degois.publication.title11th EMAC Regional Conference
dspace.entity.typePublication
rcaap.rightsopenAccess

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