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Citizen Influencers on Instagram: A quantitative study of persuasiveness and purchase intentions within the fashion industry.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: With social media being ever present in today's marketing world, research guiding and aiding this phenomenon is of mount importance. With social credibility and source attractiveness being lucrative schemes on citizen influencers persuasiveness towards target followers on Instagram and ultimately the drive of online purchase intentions, a holistic approach is introduced to understand each key determinant of each phenomena.

Purpose: The purpose of this study is to investigate the determinants of citizens influencers’ persuasiveness and its relationship with source credibility and source attractiveness, as well as determining a consumers’ online purchase intention on the social media platform Instagram.

Method: The study was written in a quantitative manner, aiding the need for generalizable data within the field. An exploratory research design was used with web-based surveys sent out to the sample selection for completion.

Main Findings: Four out of the five hypothesis regarding source credibility and attractiveness towards the persuasiveness of citizen influencers were rejected, indicating interesting results as it contradicts previous literature. Furthermore, online purchase intention hypotheses were found to have more positive alignments towards citizen influencers. Grounds for theoretical and practical implications as well as future research endeavors were found.

Place, publisher, year, edition, pages
2019. , p. 85
Keywords [en]
Citizen Influencers, Persuasiveness, Online Purchase Intentions, Source Credibility, Source Attractiveness, Trustworthiness, Expertise, Likeability, Similarity, Familiarity.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85490OAI: oai:DiVA.org:lnu-85490DiVA, id: diva2:1326044
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 120 credits
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-17 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf