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The Impact of Influencer-Owned Brands on Brand Attachment and Impulsive Buying Behaviour in the Fashion Industry
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Orientador(es)
Resumo(s)
The continuous growth of social media has been allowing certain users to emerge as opinion leaders
as they attract a substantial number of users on these platforms. These opinion leaders, or social media
influencers, can influence and change their followers’ ideas, opinions, values and even their habits,
which makes them highly attractive to brands and their marketing strategies. A new way of advertising
a brand is born, as influencer marketing comes in the picture and presents a more cost-effective way
of promoting a brand. However, what happens when the brand endorser is also the brand owner? It is
becoming more common to see influencers creating their own brands, especially in the fashion
industry. This research aims to study and understand how fashion influencers that own brands can
have an impact on consumers in terms of brand attachment and impulsive buying behaviour,
considering source credibility and source attractiveness as characteristics of the SMFIs. A quantitative
method, more precisely an online survey, was chosen to collect data and the sample was composed of
428 respondents that followed fashion influencers on social media, with ages between 18 to 71 years
old. Results showed that source credibility does not significantly impacts brand attachment but does
have a negative influence on impulsive buying behaviour, source attractiveness has a positive impact
on both variables and, brand attachment also positively influences consumers’ impulsive purchasing
behaviour. Besides this, the relationship between source attractiveness and impulsive buying
behaviour is mediated by brand attachment, however the same is not true for source credibility, as
there is no mediation effect.
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
Brand Attachment Impulsive Buying Behaviour Influencer-owned brands Social Media Influencers Source Attractiveness Source Credibility SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure