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Influencer Marketing on Instagram: Purchase Intention and Credibility
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.24 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The influencer marketing on the Instagram industry's resemblance to customers' purchase
intention and engagement has attributed to the industry's predicted growth of $15 billion by
2022. This prediction would signify an $8 billion rise from 2019. The most common rationale
for this industry is an emergence in customer purchase intention and engagement with a
company due to its association with influencers. Previous research has primarily relied on
metrics, such as followers, likes, and comments, and thus has been unable to disentangle
changes in which indicators transform the end consumer's purchase intention and engagement
– a potentially crucial indicator of the strategy companies should use to increase their purchases
and engagement on social media. The research relies on data from prestige scholars to
decompose the indicators in the correlation between purchase intention and engagement and its
contribution to the influencer industry on Instagram into parts due to (a) growth of the
influencer marketing on Instagram in the U.S., and (b) changes in the usage of influencer
marketing on companies marketing strategy. Expertise, Trustworthiness, Likability, Source
Credibility, Information, and Entertainment were the indicators applied to measure the process
of Purchase Intention and Engagement. The findings of the study exhibit that influencer
marketing has a considerable impact on the purchase intention and engagement of Instagram
users in the United States. However, it was discovered that consumers are more likely to
purchase based on knowledge rather than entertainment, and engagement demonstrates the
same tendency.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Influencer Marketing Instagram United States Purchase intention Engagement