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The impact of Instagram Influencers on the purchase intention of Centennials for holiday accommodation

Doherty, Colm (2021) The impact of Instagram Influencers on the purchase intention of Centennials for holiday accommodation. Masters thesis, Dublin, National College of Ireland.

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Abstract

Centennials have grown up in the time of the internet, smartphone and as a result have been targeted differently by holiday accommodations. The most popular approach taken by these locations is targeting centennials by using Instagram influencers. An Instagram influencer is a new concept and hence as be termed “social media celebrity”, in the sense they attract young social media users to follow them and they share their lives online. This is a similar approach to celebrity endorsement that has been around for years, and has been researched with emotions and beliefs of the consumer explored in depth. However the influencer is relative new and no such study has been undertaken on how they impact the consumer, centennials in particular. This has opened a gap in the theory.

The main purpose of this study is to explore Instagram influencers as a promotional strategy for holiday accommodations through the eyes of a centennials customer. Emphasis will be placed on topics such as co – creation, trust and credibility while understanding the impact the influencers can have on the purchase intentions of these holiday accommodations.

Five in depth interviews were carried with Irish Centennials, who enjoy travelling and would be frequent users of Instagram. An interpretivist, inductive research approach was used through the study in an attempt to obtain a true insight and understanding into the participants feelings and views of the subject. A thematic approach was taken when analysing the data. The findings displayed that Centennials had an ingrained distrust of influencers and would quicker rely on user generated content. However interestingly each participant spoke to the impact influencers had on their consternation set. The findings pointed to a possible larger longitudinal study to be completed to fully understand the topic.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 17 Feb 2022 16:50
Last Modified: 17 Feb 2022 16:50
URI: http://norma.ncirl.ie/id/eprint/5460

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