Social networks have evolved to become part of our daily life. As a byproduct of the fast paced growth of social networks, influencers appeared as content creators and became almost indispensable for brands to display and promote their products or services. This thesis aims to study the effects of power – through macro and micro influencers – and advertisement techniques on consumer behaviour. Power seems to interact with the type of advertisement, such that a macro-influencer with a more blatant advertisement type is able to generate greater word-of-mouth and willingness-to-buy intentions. Through the combination of the power of the influencer and the type of advertisement, this study contributes to the existing literature on influencers and introduces the dialogue towards the various combinations of power and advertising techniques that can be used to influence consumer behaviour.
|Date of Award||26 Jan 2021|
- Universidade Católica Portuguesa
|Supervisor||Ana Filipa Almeida (Supervisor)|
- Social media
- Advertising techniques
- Consumer behaviour
- Mestrado em Gestão e Administração de Empresas