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The rise of Social commerce and Cpg brands
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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.
Consumers are different and therefore have distinct opinions and preferences. These have an
impact in the choice of products, and, in this case, the choice of influencers. Developing the
correct framework to collect information about the consumers is vital as the aim is to give a
valuable insights to consumer.
Descrição
Palavras-chave
Social media marketing Perceptual mapping Conjoint analysis Brand personality Social media influencers Instagram