University of Twente Student Theses
Influencing Health Choices: The Role of Social Media Influencers in Dry January Participation
Belozub, Valeria (2024) Influencing Health Choices: The Role of Social Media Influencers in Dry January Participation.
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| Abstract: | The research examines the impact of social media influencers’ trustworthiness and type on individuals’ intention to participate in the health-related initiative <Dry January.= An online survey carried out through Qualtrics was used with a quantitative approach, and 106 respondents. The study collected data on demographics, evaluated social media usage, influencer preferences, alcohol consumption patterns, awareness of Dry January, and the motivations behind participating in the latter. Data analysis included descriptive statistics, correlation analysis, ANCOVA tests, and linear regression models. According to the findings, the intention to engage in Dry January is positively correlated with the influencers' trustworthiness, whereas the type of influencer (micro, macro, or mega) had no apparent effect on the latter. The study offers suggestions for further research and emphasizes the critical role that trustworthiness plays in influencer marketing to promote health-related behaviors. as well as marketing strategies. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100200 |
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