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Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
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| 10.53 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Over the years, marketing techniques have changed and been adapted to fit the population’s
receptiveness. In the last decade, the emergence of social media influencers has turned into a
massively profitable business and has shifted marketing strategies. The use of influencer marketing
has blurred the limits of organic and editorial content, making it harder for social media users and
potential customers to recognize persuasion attempts in the influencers’ endorsement. The dilemma of
disclosure is not only related to ethics in the context of the Consumers Protection Act but also to
strategies, performances, and purchase intention index for brands and influencers to be more efficient
creating of successful endorsements. The comprehension of consumer behavior and attitudes toward
the ad is crucial to setting up marketing strategies and increasing sales.
This study aims to acquire knowledge on the dynamics leading to purchase intention from the
presentation of sponsored content, ad recognition, and consumers attitudes and evaluate the role of the
product influencer fit. A quantitative approach was used to operationalize this study and a sample of
182 participants, aged between 18 and 54 years old , who use social media platforms such as
Instagram and TikTok and follow SMIs, was collected through an online questionnaire.
The final results indicate that a standardized and familiar type of disclosure positively activates the
recognition of advertisement and leads to positive attitudes toward the ad from the consumers. The
product congruence with the influencer was proven to meliorate consumers’ attitudes and purchase
intention and moderate the relationship between the constructs. However, the recognition of
advertising showed a decrease in purchase intention mediated by consumers’ attitudinal persuasion
knowledge.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Social media Social media influencer (SMI) - Disclosure Purchase intention Attitudes Product match-up Sponsored content Conceptual and attitudinal persuasion knowledge Credibility