HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION ( how-influencers-credibility-on-instagram-is-perceived-by-con )

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TABLE OF CONTENTS Chapter 1. Introduction................................................................................................................. 9 1.1 Background .........................................................................................................................................................9 1.2 Problem statement.........................................................................................................................................11 1.3 Aim.......................................................................................................................................................................12 1.4 Scope...................................................................................................................................................................12 1.5 Research method............................................................................................................................................12 1.6 Academic and managerial relevance ....................................................................................................13 1.7 Dissertation outline ......................................................................................................................................16 Chapter 2. Literature Review and Conceptual Framework ............................................17 2.1 Web 2.0 and the Emergence of Social Media (SM).........................................................................17 2.1.1 Definition of SM...................................................................................................................................17 2.1.2 Main SM platforms .............................................................................................................................17 2.1.3 Importance of SM for businesses and consumers...................................................................18 2.1.4 Benefits of using SM platforms .....................................................................................................20 2.1.5 SM platforms in Portugal..................................................................................................................21 2.2 Influencers presence on Instagram........................................................................................................22 2.2.1 The emergence of Instagram ...........................................................................................................22 2.2.2 Influencers...............................................................................................................................................23 2.2.3 Instagram in a business context......................................................................................................25 2.2.4 Main brands’ presence on Instagram ...........................................................................................26 2.3 The role of credibility to explain the interaction with influencers and the impact on purchase intention.................................................................................................................................................27 2.3.1 Definition of credibility.....................................................................................................................27 2.3.2 Attractiveness.........................................................................................................................................28 2.3.3 Trustworthiness.....................................................................................................................................28 2.3.4 Expertise ..................................................................................................................................................29 2.4 Purchase intention ........................................................................................................................................29 2.5 Gender................................................................................................................................................................31 2.6 Conclusion and conceptual framework................................................................................................32 Chapter 3. Methodology..............................................................................................................34 3.1 Research approach .......................................................................................................................................34 3.2 Research instruments...................................................................................................................................35 3.2.1 Population and sample .......................................................................................................................35 3.2.2 The survey...............................................................................................................................................35 3.2.3 The measures..........................................................................................................................................36 Chapter 4. Results analysis .........................................................................................................37 4.1 Preliminary analysis ....................................................................................................................................37 4.1.1 Data collection and analysis ............................................................................................................37 4.1.2 Sample characterization.....................................................................................................................37 4.1.3 Data screening – univariate and multivariate outliers...........................................................40 4.1.4 Data reliability.......................................................................................................................................40 4.1.5 Principal component analysis (PCA) ...........................................................................................41 4.1.6 Correlation analysis.............................................................................................................................42 4.1.7 Descriptive statistics ...........................................................................................................................43 4.2 In-depth analysis............................................................................................................................................44 5

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