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The most valued attributes and characteristics of Instagram influencers: a case study of the skincare market in Portugal
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Resumo(s)
Social Media Influencers are the new celebrities, gaining more relevance amongst younger
generations than traditional celebrities. The present study empirically investigated Portuguese
consumers perceptions and preferences regarding characteristics and attributes of Social Media
Influencers on Instagram. The importance of each attribute and characteristic was collected
through different surveys, the data arranged into a multidimensional perceptual map and a
conjoint analysis. “Trustworthiness”, “Content quality” and “Authenticity” were the most
important characteristics. “Interaction with followers”, “Type of products advertised”, and
“Frequency of general posts” the most valued attributes. With these insights influencers can
reach their goals: more followers and higher engagement rate.
Descrição
Palavras-chave
Social media marketing Perceptual mapping Conjoint analysis Brand personality Social media influencers Instagram