Instagram

: the impact of multiple product endorsement on purchase intentions and attitude toward the brands

Abstract

Digital marketing has evolved in recent years, with social media marketing emerging as a dominant strength. Companies have rapidly adopted this essential strategy into their marketing campaigns, recognizing the considerable impact that influencers exert on the consumption habits of Generation Z. For marketing managers, choosing the right influencer to promote their products has become a challenging endeavor. This study investigates how the number of brand endorsements in influencer marketing impacts consumers' behavior on Instagram. The results suggests, first, that multiple brand endorsements increase purchase intention and attitude towards the brands. Second, it shows how product type contributes in shaping consumers’ consumption behavior. The findings of the study provide valuable insights for marketing managers and companies.

Date of Award	24 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)