You are here

   Home» What is the impact of Instagram’s Social Influencers on Consumer
   Attitude and Purchase Behaviour of lifestyle products of young Belgian
   women?
--
--
   women?

What is the impact of Instagram’s Social Influencers on Consumer Attitude and
Purchase Behaviour of lifestyle products of young Belgian women?

--
--
   reach target segments in the most effective way. Social media is one of
   the fastest evolving communication tools nowadays, exercising a
   considerable impact on Marketing. Social Influencer Marketing is one of
   the latest tools combining these elements. The pursued objective of
--
   the latest tools combining these elements. The pursued objective of
   this thesis is understanding the impact of Social Influencers through
   Instagram on the buying behaviour of lifestyle products of young
   Belgian women. Additionally, we do research on elements as attitude,
--
--
   Belgian women. Additionally, we do research on elements as attitude,
   credibility, persuasion attempt and sponsorship disclosure of
   Influencer Marketing through Instagram. The methodological approach
   chosen is a positive approach consisted of two phases. The first is a
   literature review followed by a qualitative study. During the
--
--
   literature review followed by a qualitative study. During the
   literature review, we provide you with a theoretical context on
   Influencer Marketing, as well as on consumer purchase behaviour.
   Subsequently, we interviewed eight Instagram Influencers, one company
   applying Influencer Marketing, and eleven young Belgian potential
   consumers during the qualitative phase. The second phase consists in a
   quantitative study with the objective to verify a set of research
--
--
   Access type : Accès libre
   Year : 2018
   Keywords : Social (media) Influencer, Instagram, Product Placement,
   e-WOM, Marketing, (Social) Influencer Marketing, Buying Behaviour,
   Consumer attitude, Advertorial, Lifestyle products
   Language : Anglais
--
--
   Faculty : Louvain School of Management
   Degree : Master [60] en sciences de gestion (Mons)
   Bibliographic reference Delrue, Laura. What is the impact of
   Instagram’s Social Influencers on Consumer Attitude and Purchase
   Behaviour of lifestyle products of young Belgian women?. Louvain School
   of Management, Université catholique de Louvain, 2018. Prom. :