Publicação
Instagram without filters: A new and different type of digital influencers
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Pinto, Diego Costa | |
| dc.contributor.advisor | Naranjo-Zolotov, Mijail Juanovich | pt_PT |
| dc.contributor.author | Agostinho, Inês Sequeira | |
| dc.date.accessioned | 2024-02-16T15:23:47Z | |
| dc.date.available | 2024-02-16T15:23:47Z | |
| dc.date.issued | 2024-01-29 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203518535 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/163669 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Social Media | pt_PT |
| dc.subject | Influencer Marketing | pt_PT |
| dc.subject | Fake Influencers | pt_PT |
| dc.subject | pt_PT | |
| dc.subject | Fake | pt_PT |
| dc.title | Instagram without filters: A new and different type of digital influencers | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |