The rise of Social commerce and Cpg brands

Abstract

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.