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Are you a real human? Factors of virtual influencers that predict to Generation Z consumers’ brand attitude and booking intention

Dao, P.N. (2023) Are you a real human? Factors of virtual influencers that predict to Generation Z consumers’ brand attitude and booking intention.

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Abstract:This study examined what the virtual influencer-related factors are that predict generation Z consumers’ brand attitude and to what extent are the factors influencing brand attitude different for male and female members of generation Z, but also to what extent does brand attitude mediate the effect of attractiveness, trustworthiness, expertise, perceived similarity, emotional attachment and popularity on booking intention. This study used a cross-sectional survey and a Dutch female virtual influencer Esther Oloffson. A total of 250 respondents participated in the survey, but 224 respondents were remaining after excluding some respondents for not meeting the criteria. This study focused on Dutch male and female members of generation Z, that is why the survey was only available in Dutch and in the Netherlands. This study showed that trustworthiness and popularity have a positive relationship with brand attitude. The moderating analysis showed that there is no difference between male and female members of the generation Z when it comes to the effects of the independent variables on booking intention. This study showed that expertise, emotional attachment and popularity has a positive relationship with online engagement. This study showed that brand attitude mediated the effect of the independent variables on booking intention.
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/94552
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