The influence of system-generated cues and user-generated content on consumer responses in instagram

Simple item page
dc.contributor.advisorDebbie, Human-Van Ecken_ZA
dc.contributor.advisorChris, Pentzen_ZA
dc.contributor.authorTobias, Beyersen_ZA
dc.contributor.otherStellenbosch University. Faculty of Economic and Management Sciences. Dept of Business Management.en_ZA
dc.date.accessioned2020-11-27T12:17:04Z
dc.date.accessioned2021-02-01T07:56:21Z
dc.date.available2020-11-27T12:17:04Z
dc.date.available2021-02-01T07:56:21Z
dc.date.issued2020-12
dc.descriptionThesis (MCom)--Stellenbosch University, 2020.en_ZA
dc.description.abstractENGLISH SUMMARY: Advanced technology has introduced social media to the marketing mix, revolutionising brand building opportunities using the Internet and social media, focusing now on consumer-based relationships. Instagram, one of the fastest-growing social media sites, modernised influential advertising by introducing social media influencers to promote branded content. Little research is available on Instagram as marketing phenomenon and a knowledge gap exists in how influential advertising works. Information lacks on what elements of system-generated cues and user-generated content on an individual’s Instagram profile influence consumer responses. This study assessed the role of systemgenerated cues and user-generated content concerning influencer credibility, consumers’ parasocial relationships, brand attitude and purchase intention. Qualitative and quantitative research was conducted. In the qualitative phase, two focus group discussions and a pre-test provided the variables to be measured in quantitative research. In the quantitative phase, a 2 x 2 x 2 between-subjects factorial experiment using nonprobability convenience sampling technique realised a sample of 311 female respondents (18–25) across 8 experimental groups. The results showed advertising disclosure negatively influenced the perceived credibility of the influencer and lessened the desire of an Instagram user to form a relationship with the influencer. It is recommended an influencer’s advertisement disclosure on Instagram be subtle by using hashtags at the end of the text and preferably placed in the bottom right corner of the verbal content where it has the least chance of being noticed. Homophily (similarity) between die influencer and audience improves influencer credibility, but the presence of authority heuristic (blue tick) decreases the perceived similarity between die influencer and the audience. High number of followers does not affect consumer responses and marketers should not merely select influencers based on the influencer’s number of followers. It is recommended future researchers use a real influencer, male and female respondents and another industry to improve generalisations of the results.en_ZA
dc.description.abstractAFRIKAANSE OPSOMMING: AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar.af_ZA
dc.description.versionMasters
dc.format.extentxvii, 367 pages : illustrations, includes annexures
dc.identifier.urihttp://hdl.handle.net/10019.1/109465
dc.language.isoen_ZAen_ZA
dc.publisherStellenbosch : Stellenbosch University
dc.rights.holderStellenbosch University
dc.subjectParasocial relationshipsen_ZA
dc.subjectMass media -- Social aspectsen_ZA
dc.subjectInfluence (Psychology)en_ZA
dc.subjectOnline social networks -- Marketingen_ZA
dc.subjectUCTD
dc.titleThe influence of system-generated cues and user-generated content on consumer responses in instagramen_ZA
dc.typeThesisen_ZA
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
beyers_influence_2020.pdf
Size:
8.88 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Plain Text
Description:
Download
Collections
Masters Degrees (Business Management)