A carregar...
Publicação
The concept of influencer and the emergence of the influencer industry
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 844.34 KB | Adobe PDF |
Orientador(es)
Resumo(s)
Social media influencers are the new celebrities, gaining more relevance amongst
younger generations than traditional celebrities. The current work (individual contribution)
provides a theoretical background to consumer decision-making processes that are at stake
when followers are consuming influencer generated content.
It inscribes in a more general research project – the Work Project (Field Lab) “What are
the most valued attributes and characteristics of Instagram influencers? A case study of the
skin care market in Portugal” – that empirically investigates 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 in 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.
KEYWORDS: Social media marketing, perceptual mapping, conjoint analysis, brand
personality, social media influencers, Instagram.
Descrição
Palavras-chave
Social media marketing Brand personality Social media influencers Instagram