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Virtual sales floor: Consumer’s perception towards microcelebrities sponsored content

Lima de Carvalho, Isis (2017) Virtual sales floor: Consumer’s perception towards microcelebrities sponsored content. Masters thesis, Dublin, National College of Ireland.

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Purpose – Since microcelebrities became a matter of interest for brands and researches and just few studies focus on the consumer point of view, the purpose of this study is to explore consumer’s perceptions towards microcelebrities sponsored content. Investigating consumer’s experiences and attitudes towards the microcelebrity, sponsored content, and associated brand.

Design/ Methodology/ Approach – Using phenomenology as methodology, semi-structed interviews was used with 6 participants, being 3 females and 3 males. They were selected using purposive and snowballing sampling technique. The data was analysed using Crist & Tanner (2003) hermeneutic interpretive phenomenology method.

Findings – Findings indicate consumers consider microcelebrities as a profession, consequently they don’t have a negative attitude towards sponsored content. They prefer when the sponsored content is relevant and provide any type of useful information. Also, if the content matches with the microcelebrity, increases consumer’s positive attitude towards the influential user and brand. Having a direct effect on purchase intention and brand’s acceptance.

Research limitation/implications – This study relies on the fitness and health industry, which makes it difficult to generalize the findings across all types of microcelebrities. Also, the study was conducted in Ireland, and may have different findings for changes that occur in different cultures.

Originality/value – This study contributes to the understanding of consumers towards microcelebrities sponsored content, providing in-depth information about the context, meaning, and experience. While aims to filled the gap of a qualitative study facilitating a foundation for future researches.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 24 Nov 2017 09:36
Last Modified: 24 Nov 2017 09:36

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