University of Twente Student Theses
Do the influencer’s race and the country of origin of the product matter among Indonesian females? : A study of the effect of similarity in influencers’ race and the country of origin of products on female consumer responses
Fasya, Aghnia Fadilla (2022) Do the influencer’s race and the country of origin of the product matter among Indonesian females? : A study of the effect of similarity in influencers’ race and the country of origin of products on female consumer responses.
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| Abstract: | This study examines whether similarities in race and country of origin between advertised influencers, products and consumers increase positive consumer responses by presenting different influencers from four different races of influencers and different face serums from two different countries of origin advertisements. This study is conducted because academic research focusing on race, especially mixed-race and country of origin in Indonesia is lacking. Furthermore, previous research on the similarity-attraction effect focused primarily on psychological traits rather than physical characteristics. An investigation into consumer effects due to similarity is relevant for theory because the similarity-attraction effect is regarded as one of the most proven effects in social psychology. This study has societal relevance from a practical standpoint because the effect of portraying diverse influencers is investigated. Results can also be used to inform marketing campaigns. |
| 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/92664 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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