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Instagram without filters: A new and different type of digital influencers
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Orientador(es)
Resumo(s)
Influencer marketing is identified as a significant digital marketing practice, particularly on
Instagram. However, the emergence of fake influencers, controlled by Artificial Intelligence,
is transforming the landscape of influencer marketing. In this sense, this study begins by
highlighting the growing popularity of Instagram, as well as the various dimensions of
fakeness that underlie it. In addition, this study also aims to understand users' perceptions of
these new types of influencers and how they impact their behaviour in terms of following
and purchases. The methodology approach, which involves a quantitative study using
surveys of Instagram users and influencers' followers, indicates that when users perceive an
influencer as fake, this affects not only their following preference, but also their purchase
intention. In addition, it can be seen that although influencer warmth has an influence on
the desire to follow, it does not have an influence on the intention to buy a product. Overall,
the study contributes to understanding the limits and perceptions of fake influencers in the
digital marketing landscape.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social Media Influencer Marketing Fake Influencers Instagram Fake