University of Twente Student Theses
Advocate, loyalist, and referrer influencers: The effects of message interactivity and emotionality on purchase intention
Meijer, Sanne (2022) Advocate, loyalist, and referrer influencers: The effects of message interactivity and emotionality on purchase intention.
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| Abstract: | Popular marketing blogs discuss the influencer types advocates, loyalist, and referrers, yet these types were never academical explored. This study adds a fourth influencer: the socialiser and divides these influencer types over interactivity and emotionality and explore their effects on the purchase intention, source credibility and parasocial interaction on Instagram. The number of followers is added to this study to determine if they have a relation with interactivity and emotionality on purchase intention. A between-subjects 2 (low vs high interactivity) x 2 (low vs high emotionality) x 2 (micro vs meso influencer) experimental design in the form of an online experiment was implemented to examine the effect of purchase intention, source credibility, and parasocial interaction. A total of 244 respondents, who are above 18 years and have Instagram, were recruited for the experiment. With this study it can be concluded that to strengthen purchase intention for green products, marketeers should look beyond the level of interactivity and emotionality of a message description and number of followers of an influencer. Even though this study did not find any effects of the influencer types, it cannot be concluded that the influencer types do not influence purchase intention. Additional research is needed to better understand the influencer types and their effects. This study showed that if marketeers want to strengthen purchase intention, they should be focussing on parasocial interaction and trustworthiness. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89824 |
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