Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up

Detalhes bibliográficos
Autor(a) principal: Dercy, Charlotte
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/164028
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-upSocial mediaSocial media influencer (SMI) - DisclosurePurchase intentionAttitudesProduct match-upSponsored contentConceptual and attitudinal persuasion knowledgeCredibilityDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceOver the years, marketing techniques have changed and been adapted to fit the population’s receptiveness. In the last decade, the emergence of social media influencers has turned into a massively profitable business and has shifted marketing strategies. The use of influencer marketing has blurred the limits of organic and editorial content, making it harder for social media users and potential customers to recognize persuasion attempts in the influencers’ endorsement. The dilemma of disclosure is not only related to ethics in the context of the Consumers Protection Act but also to strategies, performances, and purchase intention index for brands and influencers to be more efficient creating of successful endorsements. The comprehension of consumer behavior and attitudes toward the ad is crucial to setting up marketing strategies and increasing sales. This study aims to acquire knowledge on the dynamics leading to purchase intention from the presentation of sponsored content, ad recognition, and consumers attitudes and evaluate the role of the product influencer fit. A quantitative approach was used to operationalize this study and a sample of 182 participants, aged between 18 and 54 years old , who use social media platforms such as Instagram and TikTok and follow SMIs, was collected through an online questionnaire. The final results indicate that a standardized and familiar type of disclosure positively activates the recognition of advertisement and leads to positive attitudes toward the ad from the consumers. The product congruence with the influencer was proven to meliorate consumers’ attitudes and purchase intention and moderate the relationship between the constructs. However, the recognition of advertising showed a decrease in purchase intention mediated by consumers’ attitudinal persuasion knowledge.Santos, Zélia de Jesus Calvário Raposo dosRUNDercy, Charlotte2024-02-23T15:41:49Z2024-01-302024-01-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/164028TID:203527836enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:18:48Zoai:run.unl.pt:10362/164028Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:49:34.405785Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
title Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
spellingShingle Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
Dercy, Charlotte
Social media
Social media influencer (SMI) - Disclosure
Purchase intention
Attitudes
Product match-up
Sponsored content
Conceptual and attitudinal persuasion knowledge
Credibility
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
title_full Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
title_fullStr Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
title_full_unstemmed Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
title_sort Social media marketing: The relationship between sponsorship disclosure and consumer’s purchaseintention with the effects of product match-up
author Dercy, Charlotte
author_facet Dercy, Charlotte
author_role author
dc.contributor.none.fl_str_mv Santos, Zélia de Jesus Calvário Raposo dos
RUN
dc.contributor.author.fl_str_mv Dercy, Charlotte
dc.subject.por.fl_str_mv Social media
Social media influencer (SMI) - Disclosure
Purchase intention
Attitudes
Product match-up
Sponsored content
Conceptual and attitudinal persuasion knowledge
Credibility
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social media
Social media influencer (SMI) - Disclosure
Purchase intention
Attitudes
Product match-up
Sponsored content
Conceptual and attitudinal persuasion knowledge
Credibility
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2024
dc.date.none.fl_str_mv 2024-02-23T15:41:49Z
2024-01-30
2024-01-30T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/164028
TID:203527836
url http://hdl.handle.net/10362/164028
identifier_str_mv TID:203527836
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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