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Influencer marketing on Instagram : how influencer type and perceived risk impact choices in the beauty industry
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Resumo(s)
The rise of social media networks brought a new generation of influencers (micro-influencers), which became one of the biggest current digital marketing tendencies. Micro-influencers, compared to traditional celebrities, give brands a unique opportunity to get closer in a more natural way with their target audience, originally spreading the message of the company and bringing to light their products. Extending past literature on influencer marketing, this research aims to take a closer look into the impact of these two main categories of influencers – micro-influencers versus celebrities in the cosmetics industry, within the social network Instagram. We aim to explore when the use of each influencer type (celebrity vs. micro-influencer) is most beneficial according to the customers’ perceived risk of cosmetic products. Two experimental studies are used to address this research goal. A first pilot study is conducted to evaluate the products of this industry with the most and less perceived risk by female consumers. After, a second pilot study and a main study are made to understand consumers’ perceptions and attitudes towards these two types of influencers in dimensions as credibility, trust, expertise and influence ability on consumers’ purchase intention and willingness to pay. The findings show under which conditions celebrities and micro-influencers are better for the brands regarding product perceived risk. Results suggest consumers are more willing to buy a high-risk product than a low-risk when promoted by a celebrity. Considering micro-influencers there is no significantly difference. While previous studies show the positive effects of micro-influencers on social media (e.g., Instagram) this research extends previous findings showing that product perceived risk is a boundary condition. In practical terms, this research contributes in helping marketers making more effective decisions regarding the choice of influencers in their marketing campaigns in social media.
Descrição
Dissertation report presented as partial requirement for obtaining the Master’s degree in Statistics and Information Management, with a specialization in Marketing Research and CRM
Palavras-chave
Influencer Marketing Instagram Micro-Influencers Social Media Networks Beauty Industry Female Consumers