D'Alessio, Alice (A.A. 2020/2021) Explicit or implicit? How followers and endorsement style affect influencers’ perceived credibility. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 34. [Master's Degree Thesis]

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Abstract/Index

Literature review and hypothesis. Influencer number of followers: micro vs macro and source credibility. Micro-influencers, compared to macro-influencers, will report a higher score on credibility. Influencer sponsored posts: endorsement style and source credibility. The endorsement style moderates the relationship between followers and perceived credibility: specifically, explicit (vs implicit) endorsement enhances perceived credibility when the message is shared by a micro-influencer. Implicit (vs explicit) endorsement style enhances perceived credibility when the message is shared by a macro-influencer. Source credibility and purchase intention. Source credibility mediates the relationship between follower and purchase intention: specifically, a sponsored Instagram post shared by a micro-influencer (vs macro) increases perceived credibily, which consequently increases the consumer's purchase intention. Conceptual model. Method. Pretest. Results. Discussion. Theoretical implications. Managerial implications.

References

Bibliografia: pp. 15-20.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Marketing metrics
Thesis Supervisor:	Costabile, Michele
Thesis Co-Supervisor:	Tedeschi, Piermario
Academic Year:	2020/2021
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 May 2022 07:45
Last Modified:	26 May 2022 07:45
URI:	https://tesi.luiss.it/id/eprint/32498

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