This dissertation focuses on the role of digital influencers of Fashion and Lifestyle on Instagram and aims to understand how the purchase intention of Instagram users is affectedby the action of digital influencers. In other words, it seeks to understand the influenceprocess of digital influencers in the purchase decision of their followers. Initially, interviews were conducted with three digital influencers and then the content oftheir publications on Instagram was analyzed, from the 1st to the 31st of July 2021, tounderstand and compare their involvement and strategies in relation to the public and to brands. A questionnaire survey was also carried out among followers of digital influencers on Instagram to seek answers on how they perceive influencers. At the end of the study, it was possible to conclude that digital influencers play an indispensable role for brands, as they positively influence consumer involvement and purchase decisions through credibility, trust and loyalty. For this reason, it is important that this profession invests in influence strategies, to attract the customer's attention, involve them and gain their trust. The findings also suggested that consumer engagement dependson factors related to content publication such as format, theme, day, time, brand, type of communication and number of publications.
|Date of Award||21 Feb 2022|
- Universidade Católica Portuguesa
|Supervisor||Nelson Ribeiro (Supervisor)|
- Influencer marketing
- Digital influencers
- Purchase intention
- Mestrado em Ciências da Comunicação