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Make it authentic: how can Instagrammers benefit from authentic communication?
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| 2.12 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Social Media has been one of the favourite ways for brands to promote their
products/services and at the same time develop relationships with their consumers. Among
the different ways of marketing on social media, influencer marketing has been the one with
biggest growth in popularity. Although there is an increasing number of influencers and
brands partnerships to promote products on social media, consumers are left uncertain
about the authenticity of what is promoted. This study aims to understand how the
perceived authenticity of different types of Instagram post will have a better effect towards
the product attitude and purchase intention. With this study we want to compare two main
types of communication/promotion made by Instagrammers and understand how followers
react to a commercial approach on communication vs more natural one, like product
placement. Using an experimental study with 99 participants, this research explores
different approaches and appeals of the communication generated by Instagrammers and
understands how it affects followers perceived authenticity and how that influence product
attitude and purchase intentions. The findings indicate that a more natural approach on the
communication, such as an image with product placement and an emotional text are seen as
more authentic and have a positive effect on purchase intention.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Social Media Instagram User Generated Content E-Word of Mouth Influencer Instagrammer Product Placement Authenticity