Influencer marketing’s effect on brand perceptions – A consumer involvement perspective
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Purpose:
The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing.
Methodology:
A descriptive quantitative study with a between-subjects design was conducted using a digital survey. A combination of one-way ANOVA, independent samples t-test and Spearman’s correlation was used to analyse the 339 datasets.
Results:
The results indicated that brand perceptions are generally higher when respondents are exposed to influencer marketing, compared to paid social media marketing in the clothing industry. In addition, high-ranking involvement profiles have higher brand perceptions compared to... (More) - Purpose:
The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing.
Methodology:
A descriptive quantitative study with a between-subjects design was conducted using a digital survey. A combination of one-way ANOVA, independent samples t-test and Spearman’s correlation was used to analyse the 339 datasets.
Results:
The results indicated that brand perceptions are generally higher when respondents are exposed to influencer marketing, compared to paid social media marketing in the clothing industry. In addition, high-ranking involvement profiles have higher brand perceptions compared to low-ranking involvement profiles when exposed to influencer marketing. Also, the relationship between brand personality and brand attitude is stronger when exposed to influencer marketing.
Theoretical contributions:
This study has contributed to a deeper understanding of which brand personality traits that are associated with positive brand attitudes in influencer marketing. Furthermore, influencer marketing has proven to be more effective in receiving high brand attitude score than paid social media marketing.
Managerial implications:
Influencer marketing is a better brand building tool than paid social media marketing. It could also be useful for managers to segment consumers according to the consumer involvement profile to maximise their influencer marketing strategy.
Originality:
This thesis brings originality by presenting an initial attempt to explore how different consumer involvement profiles react to influencer marketing within the clothing industry. It also presents how influencer marketing affects consumers’ perception of brand personality and brand attitude. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8949706
- author
- Ekstam, Victor LU and Bjurling, Livia LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Influencer marketing, consumer involvement, brand attitude, brand personality, social media marketing
- language
- English
- id
- 8949706
- date added to LUP
- 2018-07-11 08:53:08
- date last changed
- 2018-07-11 08:53:08
@misc{8949706,
abstract = {{Purpose:
The purpose of this study is to enhance the understanding of how different groups of consumers perceive a brand depending on whether they are exposed to influencer marketing or paid social media marketing.
Methodology:
A descriptive quantitative study with a between-subjects design was conducted using a digital survey. A combination of one-way ANOVA, independent samples t-test and Spearman’s correlation was used to analyse the 339 datasets.
Results:
The results indicated that brand perceptions are generally higher when respondents are exposed to influencer marketing, compared to paid social media marketing in the clothing industry. In addition, high-ranking involvement profiles have higher brand perceptions compared to low-ranking involvement profiles when exposed to influencer marketing. Also, the relationship between brand personality and brand attitude is stronger when exposed to influencer marketing.
Theoretical contributions:
This study has contributed to a deeper understanding of which brand personality traits that are associated with positive brand attitudes in influencer marketing. Furthermore, influencer marketing has proven to be more effective in receiving high brand attitude score than paid social media marketing.
Managerial implications:
Influencer marketing is a better brand building tool than paid social media marketing. It could also be useful for managers to segment consumers according to the consumer involvement profile to maximise their influencer marketing strategy.
Originality:
This thesis brings originality by presenting an initial attempt to explore how different consumer involvement profiles react to influencer marketing within the clothing industry. It also presents how influencer marketing affects consumers’ perception of brand personality and brand attitude.}},
author = {{Ekstam, Victor and Bjurling, Livia}},
language = {{eng}},
note = {{Student Paper}},
title = {{Influencer marketing’s effect on brand perceptions – A consumer involvement perspective}},
year = {{2018}},
}