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Dissertation
Year: 2021 Publisher: Liège Université de Liège (ULiège)
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The rise of Social Media and their ubiquity in consumers everyday life allowed companies to reach consumers through these new communication channels. As these platforms enable consumers to be, both, content consumers and content creators, we have observed a proliferation of influencers, and most recently of virtual influencers. Influencers are considered as content creators who share their experiences and opinions in order to influence consumers’ behavior. Hence, virtual influencers are computer-generated characters created for the same purpose. The present study aims to understand how virtual influencing impacts consumers’ brand perception and attitude and, consequently, their purchase intention. The focus lays on Instagram considering that it is the social media platform that stands out when it comes to Influencer Marketing. This research work puts forward a model to investigate the impact of the perceived authenticity and credibility of a virtual influencer as well as the identification process on consumers’ brand perception and attitude. This model is tested by conducting a qualitative as well as a quantitative study. The first takes the form of a netnographic case study of one specific virtual influencer. Whereas the second consists of a survey of Instagram users following influencers on this platform. The results of these studies were analyzed and used to draw conclusions about the phenomenon.
Dissertation
Year: 2021 Publisher: Liège Université de Liège (ULiège)
Abstract | Keywords | Export | Availability | Bookmark
Loading...Choose an application
- Reference Manager
- EndNote
- RefWorks (Direct export to RefWorks)
Marketers and brands are continually looking for new ways to reach, more efficiently, consumers. People from Generation Z have been exposed to the Internet and social media at a very young age and spend increasing amounts of time on these social platforms. Therefore, social media have become one of the most powerful communication tools, exerting a significant impact on marketing practices and even more when this digital generation comes under consideration. This thesis provides insights regarding the potential for brands to leverage virtual influencers on Instagram in their marketing strategies to reach Belgian Generation Z active on this social platform and, consequently, generate possible enhancement of their brand awareness and purchase intention. With this aim in mind, we tried to understand the impact of virtual influencers on the individuals' comfort feelings and their perceived credibility among Belgian Generation Z. Therefore, a quantitative study has been undertaken through an online survey shared on social media. We observed, through our research, that virtual influencers negatively impact Belgian Generation Z comfort feelings. Moreover, they suffer from a lack of perceived credibility and a lack of authenticity, transparency, and affinity. This reveals, consequently, a possible weakness in the ability of virtual influencers to impact Belgian Generation Z behavior in terms of brand awareness or purchase intentions.
virtual influencers --- comfort feeling --- Generation Z --- credibility --- Sciences économiques & de gestion > Marketing
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