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Publication Detailed Description
The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude
2020 Global Marketing Conference at Seoul Proceedings
Year (definitive publication)
2020
Language
English
Country
Republic of Korea
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Abstract
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.
Acknowledgements
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Keywords
Influencer marketing,Instagram,Purchase decision,Brand attitude
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
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