Does authenticity in influencer marketing contribute to followers’ buying habits?

Kelemen Dóra (2020) Does authenticity in influencer marketing contribute to followers’ buying habits? Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Social media is one of the fastest developing mediums of communication these days, having a significant effect on marketing and public relations. Influencer marketing is one of the latest tools integrating these components, which has been on a constant rise over recent years. Brands have been consistently looking for new ways to reach target markets in the most successful way, since they were facing many difficulties with the increasing practice of using ad-blocking programs by the public and with facing more conscious consumers due to the growth of the internet and social media.Social media influencers can exploit their influence to earn more money by signing partnerships with brands. Does it bother their followers that they make a living off of them? Are influencers perceived as less authentic just because they accept paid/barter sponsorships? Is it beneficial for brands to spend more on influencer marketing?The desired aim of this descriptive study focuses on the way people perceive social media influencers and sponsored contents on social media in general, while comparing this data with how much consumers let themselves be influenced in their purchasing decisions by opinion leaders. In my thesis, I mostly focus on fashion, beauty and lifestyle influencers mainly on Instagram and Youtube. The final goal was to identify if authenticity was really the one and most important factor in influencer marketing to affect people’s buying behaviour.This research applies quantitative research in the form of an unconcealed online questionnaire. The researcher found all the respondents on Facebook. The total number of the respondents was 133, but then they were cut down to 121, so only respondents between 18 and 34 years were analysed. Both genders took part in the research. 21 of them were males and 100 were females. The researcher made two questionaries in order to get more diverse opinions, one in English and in Hungarian.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Authenticity, content, influencer, influencer marketing, Social media
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:05
Utolsó módosítás:	2021. Feb. 08. 13:05

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