Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/22768
Autoria: | Bilro, R. G. Loureiro, S. M. C. Rosado-Pinto, F. Costa, I. |
Data: | 2020 |
Título próprio: | The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude |
Volume: | 2020 |
Paginação: | 478 - 479 |
Título do evento: | 2020 Global Marketing Conference at Seoul |
ISSN: | 1796-8699 |
DOI (Digital Object Identifier): | 10.15444/GMC2020.04.06.01 |
Palavras-chave: | Influencer marketing Purchase decision Brand attitude |
Resumo: | In the last few years, we have noticed the emergence of influencer marketing (Lanz, Goldenberg, Shapira, and Stahl, 2019; Sokolova and Kefi, 2019), specifically of how some of this arising-stars in the social media spectrum have become sources of advice for other consumers, resulting in opinion leaders for the brands they advocate (Casaló, Flavián, and Ibáñez-Sánchez, 2018). As this trend is expected to continue in the near future, the current research focuses in one of the fastest-growing social media platforms - Instagram - (De Veirman, Cauberghe, and Hudders, 2017; Sheldon, Rauschnabel, Antony, and Car, 2017) to understand how Instagrammers and their posts have an impact on consumer’s purchase decisions for the young-adult audiences. Additionally, this study also aims to understand if this content creation influences consumer’s brand attitude (Faircloth, Capella, and Alford, 2016), that is, in the consumer’s opinion about a product or service of a specific brand. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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conferenceobject_77016.pdf | Versão Editora | 239,75 kB | Adobe PDF | Ver/Abrir |
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