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Advisor(s)
Abstract(s)
The growing use of technology and social media has resulted in the emergence of
digital influencers, a new profession capable of changing the mentalities and behaviours of those who follow them. This study arises to better understand the potential
impact digital influencers might have on the Portuguese population's purchase
behaviour and patterns, and for this purpose, seven hypotheses were formulated. An
online questionnaire was conducted to respond to these theoretical assumptions and
collected data from 175 respondents. A total of 129 valid answers were considered.
It was possible to conclude that purchase intention does not necessarily translate
into a purchase action. It was also concluded that the relationship between social
network use and the purchase of products/services recommended by influencers is
only statistically significant for Instagram. Furthermore, the individuals' generation is
not statistically significant / linked with purchasing a product/service recommended
by influencers. Yet further, a small percentage of respondents have also identified
themselves as impulsive shoppers and perceived Instagram as their favourite social
network. With the results of this study, it is also possible to state that the influencer's
opinion was classified as the last factor considered in the purchase decision process.
Additionally, there is a weak negative association between purchasing a product/
service recommended by influencers with sponsorship disclosure and remunerated
partnership, which decreases credibility and discourages purchasing, in Portugal, a
feminine culture which dislikes materialism.
Description
Keywords
consumer behaviour digital influencers impulsive buying influencer marketing information behaviour information resources purchase intention social media
Citation
Caiado, Fábio; Fonseca, Joana; Silva, Joana; Neves, Soraia; Moreira, Ana; Gonçalves, Ramiro; Martins, José; Branco, Frederico; Au‐Yong‐Oliveira, Manuel (2023) The impact of digital influencers on product/service purchase decision making—An exploratory case study of Portuguese people. Expert Systems. ISSN 0266-4720.
Publisher
Wiley-Blackwell