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The impact of digital influencers on product/service purchase decision making—An exploratory case study of Portuguese people

2023Journal article Open access
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dc.contributor.authorCaiado, Fábio
dc.contributor.authorFonseca, Joana
dc.contributor.authorSilva, Joana
dc.contributor.authorNeves, Soraia
dc.contributor.authorMoreira, Ana
dc.contributor.authorGonçalves, Ramiro
dc.contributor.authorMartins, José
dc.contributor.authorBranco, Frederico
dc.contributor.authorAu‐Yong‐Oliveira, Manuel
dc.date.accessioned2024-03-20T10:44:49Z
dc.date.available2024-03-20T10:44:49Z
dc.date.issued2023
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCaiado, 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.pt_PT
dc.identifier.doi10.1111/exsy.13381pt_PT
dc.identifier.eissn1468-0394
dc.identifier.issn0266-4720
dc.identifier.urihttp://hdl.handle.net/10198/29631
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherWiley-Blackwellpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/pt_PT
dc.subjectconsumer behaviourpt_PT
dc.subjectdigital influencerspt_PT
dc.subjectimpulsive buyingpt_PT
dc.subjectinfluencer marketingpt_PT
dc.subjectinformation behaviourpt_PT
dc.subjectinformation resourcespt_PT
dc.subjectpurchase intentionpt_PT
dc.subjectsocial mediapt_PT
dc.titleThe impact of digital influencers on product/service purchase decision making—An exploratory case study of Portuguese peoplept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage14pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleExpert Systemspt_PT
person.familyNameMartins
person.givenNameJosé
person.identifierR-005-4SA
person.identifier.ciencia-idBC19-7E23-DA8C
person.identifier.orcid0000-0002-7787-6305
person.identifier.ridB-5280-2014
person.identifier.scopus-author-id35321317600
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication9a3a730e-b304-424c-9325-35f43c88f16c
relation.isAuthorOfPublication.latestForDiscovery9a3a730e-b304-424c-9325-35f43c88f16c

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