Social Media Influencers: Exploratory Analysis on the Relationships Between Female Millennials and Influencers
Masters Thesis
| Authors | Gajewski, B. |
|---|---|
| Type | Masters Thesis |
| Abstract | 2019 dissertation for MSc. Purpose – Firstly, the purpose of this study is to investigate the motivations of female millennials to interact with social media influencers (SMIs). Furthermore, it aims to explore how the commercial side of influencers impacts female millennials’ trust towards the influencer. Ultimately, the study aims to explore the relationships created between female millennials and social media influencers. |
| Year | 2019 |
| File | 2019_MSc_U1509845.pdf |
| Publication dates | |
| Sep 2019 | |
| Publication process dates | |
| 09 Oct 2019 |
https://repository.uel.ac.uk/item/87220
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| 2019_MSc_U1509845.pdf | ||
| License: CC BY-NC-ND 4.0 | ||
| File access level: Anyone | ||
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PhD Dissertation Defense, Dan XIE, Marketing
Congratulations to Dr Dan XIE, Marketing, who successfully defended her doctoral dissertation at HEC Paris on the 22nd of August, 2024.
Specialisation: Marketing
Title: Social Influence and Consumer Behaviors in the Ecological System
Supervisor: Professor L.J. Shrum , HEC Paris
Jury members:
Professor L.J. Shrum, HEC Paris, France Professor Selin ATALAY, Frankfurt School of Finance & Management, Germany Professor Jaideep SENGUPTA, HUKST, Hong Kong Professor, Tina LOWREY, HEC Paris, France
Consumers face tremendous social influence due to the explosion and easy access to information and signals from other people, organizations, and governments. However, the impact of this social influence varies among individuals. According to ecological systems theory, different systems and environments interact to influence human development (Bronfenbrenner, 1992). The theory proposes that individuals are not just passive recipients of environmental influences but are active participants in their own development. It identifies five systems that affect human development: microsystem, mesosystem, exosystem, macrosystem, and chronosystem. Understanding these systems and their interactions is crucial for comprehending the complex nature of human development and its relationship with consumption behaviors. My dissertation investigates three levels of factors that influence consumers’ sensitivity to social influence: individual factors (consumer signaling preference), organizational characteristics (company size, an exosystem factor), and social factors (residential mobility and economic inequality, both macrosystem factors). Three projects are included in my dissertation. The first project developed a scale to measure consumer signaling preference, which I believe affects consumers' reactions to social influence. The second project investigates how consumers' social comparison tendencies are impacted by an exosystem factor, residential mobility. The final project examines how consumers' reactions to social influence are affected by the characteristics of the influencer (company size) and a macrosystem factor (economic inequality in society), as well as the interaction between these two factors.
Keywords: Consumer Behaviors, Social Influence, Residential Mobility, Signaling, Greenwashing
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This dissertation was written as a part of the MSc in e-Business and Digital Marketing at the International Hellenic University. ... The aim of this study is to analyze the phenomenon of influencer marketing, its rise and its effects on consumer behaviour and brand perception. This research was implemented in collaboration with a Greek footwear ...
influencer marketing in expanding brands to new markets. Finally, the research intends to provide recommendations for businesses on effectively leveraging influencer marketing to expand their brands to new markets. 1.3 Research Questions The thesis's strategic question is to understand to what extent influencer
The current thesis investigates influencer marketing with a sustainability focus. It seeks to answer whether social media influencers are seen as credible by their followers when promoting sustainable products. Thus, the key topics addressed in the thesis are influencer marketing, source credibility, and sustainability. The
SOCIAL MEDIA INFLUENCER MOTIVATIONS 2 The members of the Committee approve the thesis of Jennie Giardino presented on April 23, 2021. _____ Ammina Kothari, PhD Associate Professor and Director of Graduate Program School of Communication Thesis Advisor _____ Sorim Chung, PhD Assistant Professor Saunders College of Business Thesis Advisor ...
The TRA model (Fishbein & Ajzen, 1980). The first component to influence behavioral intention is attitude towards the behavior. Attitude is the degree to which the person has a favorable or unfavorable evaluation of the behavior in question, and attitude is learned and tend to persist over time (Schwartz, 2006).
Previous work on influencer marketing has focused on understanding SMIs as a new endorser type (Hearn and Schoenhoff Citation 2016; Jin ... This paper is based on essay three of Gross's (Citation 2020) PhD thesis "Thumbs up for brands: Influencer marketing in the era of social media." We refer the reader to Gross (Citation 2020) for ...
influencer marketing from a long-term perspective are missing, apart from Fink et al. (2020), this thesis aims to contribute by adding knowledge to this field (Mediakix, 2021). This thesis will be conducted through a mixed methodology case study, examining the
The primary objective of the thesis is to explore the impact of influencer marketing on consumer behaviors. In addition, this study was conducted to deliver its readers with a practical case, TikTok, emphasizing the impact of influencer marketing initiated on generation Z customers' attitudes and responses.
master thesis can provide managers and influencers with an understanding of how to communicate and construct their marketing eorts to gain the desired outcome from the target audience. Therefore, with this thesis, I want to adopt a practical approach to influencer marketing, where we look into the success factors required to allow the use of
As this thesis provides points of considerations for brands and brand marketers, it can be used as a helpful resource for companies seeking to understand consumers' perspectives on social media influencers or for companies seeking to create, implement, or alter their influencer marketing strategies. Table of Contents.
One of the marketing channels which have seen a great increase in market size over the past 5 years is influencer marketing. The marketing market size of influencer marketing has grown more than 800 % worldwide over the last 5 years, resulting in 39 % of U.S. companies increasing their spending on influencer marketing (Statista, 2021).
Report/thesis title Influencer Marketing on Instagram Number of pages and appendix pages 35+1 This thesis is a desktop study done to explore Influencer marketing on Instagram. The idea for this thesis came up when I was trying to think about a new and innovative marketing method. Having friends who are working to become influencers, this topic ...
The results stated that advertising attractiveness, influencer marketing, and online customer reviews have a positive and significant effect on the purchase decision of E-commerce consumers in ...
3 Submission of Thesis to Norma Smurfit Library, National College of Ireland Student name: Felicia Kalu Student number: X15560587 School: School of Business Course:Marketing The degree to be awarded:MSc.Marketing Title of Thesis: The Impact Of Social Media Influencer Marketing On Purchase Intention From An Irish Male Millennial's Perception: A Case Study Of Irish Fashion
Bachelor Thesis in Business Administration, 15 credits | Atlantis Program Spring 2022 | ISRN-nummer: LIU-IEI-FIL-G--22/02644--SE The effect of influencer marketing on the buying behavior of young consumers A study of how the purchase intention of young consumer is affected by brands within the fashion and beauty industries. Noémie Gelati
The results of the present dissertation confirm that the influencer's posts on Instagram about a certain product/service have a significant impact both on consumer's purchase intentions and on their opinion towards a brand. Keywords: Influencer Marketing; Instagram; Purchase Decision; Brand Attitude. JEL Classification System: M31; M37.
Abstract: Influencer marketing has become a well-known and commonly used method in today's social media-driven marketing environment. Influencer marketing and lifestyle branding must be used effectively, which requires an understanding of consumer perceptions. The purpose of this thesis was to examine how Turkish consumers perceive
This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an ... Influence of Social Media Marketing on Consumer Engagement..... 29 The N-REL Framework ..... 33 N-REL Framework and ...
ards boosting the sales margins of the organizations.Regarding the impacts of social media marketing on consumer purchase intentions, the results from the findings show that social media marke. ing did indeed influence consumer purchase decisions. This was evidenced by the fact that all the respondents a.
Masters Thesis: Abstract: 2019 dissertation for MSc. Purpose - Firstly, the purpose of this study is to investigate the motivations of female millennials to interact with social media influencers (SMIs). Furthermore, it aims to explore how the commercial side of influencers impacts female millennials' trust towards the influencer.
The final project examines how consumers' reactions to social influence are affected by the characteristics of the influencer (company size) and a macrosystem factor (economic inequality in society), as well as the interaction between these two factors. Keywords: Consumer Behaviors, Social Influence, Residential Mobility, Signaling, Greenwashing
Theses/Dissertations from 2017. Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes, Lisa Monahan. The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads, Yu Qin. Product Shadows and Ad Evaluations, Nazuk Sharma.
This thesis has been written as a part of the Master of Science degree in Economics and Business Administration at the Norwegian School of Economics(NHH), where we are pursuing a major in Marketing and Brand Management. Our deepest gratitude to our supervisor, Professor Leif Egil Hem, for his excellent leadership