Exportar Publicação

Bilro, R. G., Loureiro, S. M. C., Rosado-Pinto, F. & Costa, I. (2020). The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude. In 2020 Global Marketing Conference at Seoul Proceedings. (pp. 478-479). Seul: Global Alliance of Marketing and Management Associations.

R. J. Bilro et al.,  "The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude", in 2020 Global Marketing Conf. at Seoul Proc., Seul, Global Alliance of Marketing and Management Associations, 2020, vol. 2020, pp. 478-479

@inproceedings{bilro2020_1734960261804,
	author = "Bilro, R. G. and Loureiro, S. M. C. and Rosado-Pinto, F. and Costa, I.",
	title = "The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude",
	booktitle = "2020 Global Marketing Conference at Seoul Proceedings",
	year = "2020",
	editor = "",
	volume = "2020",
	number = "",
	series = "",
	doi = "10.15444/GMC2020.04.06.01",
	pages = "478-479",
	publisher = "Global Alliance of Marketing and Management Associations",
	address = "Seul",
	organization = "GAMMA",
	url = "http://gmcproceedings.net/html/sub3_01.html"
}

TY  - CPAPER
TI  - The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude
T2  - 2020 Global Marketing Conference at Seoul Proceedings
VL  - 2020
AU  - Bilro, R. G.
AU  - Loureiro, S. M. C.
AU  - Rosado-Pinto, F.
AU  - Costa, I.
PY  - 2020
SP  - 478-479
SN  - 1796-8699
DO  - 10.15444/GMC2020.04.06.01
CY  - Seul
UR  - http://gmcproceedings.net/html/sub3_01.html
AB  - In the last few years, we have noticed the emergence of influencer marketing (Lanz,
Goldenberg, Shapira, & Stahl, 2019; Sokolova & 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, &
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, & Hudders, 2017; Sheldon, Rauschnabel, Antony, & 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, & Alford, 2016), that is, in the consumer’s opinion about a product or service of
a specific brand.
ER  -