| Titre : |
How social media content and influencer type impact our behavior, attitudes and perceptions ? |
| Type de document : |
Mémoire |
| Auteurs : |
Estelle DIVET |
| Année de publication : |
2018 |
| Importance : |
19 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPORTEMENT DU CONSOMMATEUR ; INFLUENCEUR ; MARKETING STRATEGIQUE ; PROMOTION DES VENTES
Entreprise
INSTAGRAM
|
| Résumé : |
Influence marketing has grown faster than ever before in the past years. This new trend, coming from the society’s increasing appetite for social networks and content, is now commonly used by companies for advertising purposes. But a few studies have been conducted on how to use influencers to promote a product or a service. This experiment explores the effectiveness of two types of content, widely used: product focused and lifestyle content crossed with two types of influencer: micro and macro influencer. Our research was focused on the fitness industry and on the platform Instagram. No interaction between content and influencer types was found on purchase intention, but relevant ones were found on both influencer and post credibility and perception, on attitudes toward the post, toward the product and toward the brand as well as on self-brand connection. Our study demonstrated that macro influencer lifestyle posts were more efficient on the previously cited dimensions than both micro influencer lifestyle posts and macro influencer product posts. Our study paves the way to further knowledge on micro influencers product posts that seemed to impact the brand modernity more than micro influencer lifestyle posts. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484405 |
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How social media content and influencer type impact our behavior, attitudes and perceptions ? / 2018 
