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Changing the instagram game : the rise of a new influencer generation

Walter, L.S. (2020) Changing the instagram game : the rise of a new influencer generation.

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Abstract:Computer-generated influencers appear to become a growing marketing trend; however, little is yet known about their impact on consumers. In this study, the effect of CGI influencers on consumers’ purchase intentions and brand attitude is investigated. Furthermore, it is analysed whether the relationship between influencer CGI identification and purchase intentions is mediated by perceived influencer-brand match and the originality and uniqueness of an Instagram post. Also, the effect of influencer CGI identification on brand attitude, mediated by perceived trustworthiness, expertise, and attractiveness of the influencer is investigated. It was revealed that the identification of an influencer as CGI negatively affects purchase intentions and brand attitude. Furthermore, it was established that the perception of an influencer as CGI did not increase the perceived originality and uniqueness of a brand’s Instagram post. Also, respondents who classified the influencer as CGI did not perceived the influencer as a better match for the brand. Lastly, the CGI influencer was perceived as less attractive, less of an expert, and less trustworthy. The proposed mediation effects also could be confirmed. Lastly, this study provides new theoretical implications on the topic of CGI influencers, and practical implications for the field of influencer marketing.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81670
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