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The impact of youtubers’ credibility and congruence in consumers’ attitude towards the brand

2021Comunicação em conferência Acesso aberto
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dc.contributor.authorRibeiro, Maria Isabel
dc.contributor.authorFernandes, António
dc.contributor.authorLopes, Isabel Maria
dc.date.accessioned2021-04-14T08:59:55Z
dc.date.available2021-04-14T08:59:55Z
dc.date.issued2021
dc.description.abstractThe aim of this study was to measure the impact of YouTubers’ credibility and congruence in consumers’ attitude towards the brand. The population of the study involved students enrolled in Portuguese higher education in 2019. Among a total of 385,247 students, a non-probabilistic sample for convenience of 1,642 was se-lected. The results showed that the congruence of the YouTuber with the brand (t = 17.253; p-value = 0.000), the congruence of the YouTuber with the consumer (t = 4.521; p-value = 0.000) and the YouTuber credibility (t = 4.550; p-value = 0.000) are predictors of consumers’ attitude towards the brand. Moreover, the congruence of the YouTuber with the brand has shown to be a good predictor of consumers’ attitude towards the brand and an even better predictor when com-pared to the congruence of the YouTuber with the consumer and to the YouTuber credibility. Finally, the value of R2Adjusted shows that these predictors account for 58.6% of consumers’ attitude towards the brand. A greater credibility of the in-fluencer, a greater congruence of the influencer with the brand and a greater con-gruence of the influencer with the consumer are characteristics that assume a de-cisive and positive role in consumers’ attitude towards the brand.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationRibeiro, Maria; Fernandes, António; Lopes, Isabel Maria (2021). The impact of youtubers’ credibility and congruence in consumers’ attitude towards the brand. Springer. In ICMarkTech 2020. 205, p. 645-656. ISBN 978-981334182-1pt_PT
dc.identifier.doi10.1007/978-981-33-4183-8_51pt_PT
dc.identifier.isbn978-981334182-1
dc.identifier.issn21903018
dc.identifier.urihttp://hdl.handle.net/10198/23541
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.titleThe impact of youtubers’ credibility and congruence in consumers’ attitude towards the brandpt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.endPage656pt_PT
oaire.citation.startPage645pt_PT
oaire.citation.titleICMarkTech 2020pt_PT
oaire.citation.volume205pt_PT
person.familyNameRibeiro
person.familyNameFernandes
person.familyNameLopes
person.givenNameMaria Isabel
person.givenNameAntónio
person.givenNameIsabel Maria
person.identifier2474707
person.identifier.ciencia-id8D1B-9409-7921
person.identifier.ciencia-id831E-7E0E-DFC1
person.identifier.ciencia-id8812-AE1C-A316
person.identifier.orcid0000-0002-5425-006X
person.identifier.orcid0000-0002-9971-4796
person.identifier.orcid0000-0002-5614-3516
person.identifier.ridA-1728-2014
person.identifier.scopus-author-id58492545800
person.identifier.scopus-author-id55815966700
person.identifier.scopus-author-id55211017300
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublicationcff96812-d440-40dc-b44f-998d48894fd0
relation.isAuthorOfPublication57537474-8c6d-4d45-99cc-5510c93e59cc
relation.isAuthorOfPublication111716db-94a0-4c24-b739-330dc2ae79fc
relation.isAuthorOfPublication.latestForDiscovery57537474-8c6d-4d45-99cc-5510c93e59cc

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