Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/22768
Author(s): | Bilro, R. G. Loureiro, S. M. C. Rosado-Pinto, F. Costa, I. |
Date: | 2020 |
Title: | The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude |
Volume: | 2020 |
Pages: | 478 - 479 |
Event title: | 2020 Global Marketing Conference at Seoul |
ISSN: | 1796-8699 |
DOI (Digital Object Identifier): | 10.15444/GMC2020.04.06.01 |
Keywords: | Influencer marketing Purchase decision Brand attitude |
Abstract: | 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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
File | Description | Size | Format | |
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conferenceobject_77016.pdf | Versão Editora | 239,75 kB | Adobe PDF | View/Open |
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