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Kalu, Felicia (2019) The Impact Of Social Media Influencer Marketing On Purchase Intention From An Irish Male Millennial’s Perception: A Case Study Of Irish Fashion Industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
In today's world, social media has been trending and as a source of advertising. Also, social media influencer marketing is not new to the system, rather, there is a recent development which is the main reason why there is decreasing of consumers in online marketing. Recent research shows that over eighty percent of a post made online is female millennials, and also, in Ireland, female millennials are more active on social media than the male millennials. So, the researcher thought it wise to investigate the Irish male millennials to find out the level of their engagement with the social media influencers and their purchase intention. More so, the Fashion industry was used as a case study.
The main objective of this study was to assess the extent to which physical attractiveness of the social media influencer can affect purchase intentions. In addition, to also evaluate the reaction of Irish male millennials towards a sponsored post on a social media platform. There were two different male millennials´ groups used for this study, eight focus group and eight in-depth interview participants. The researcher adopted an inductive method to understand the real feeling of male millennial's and their perception toward social media influencer. Thematic coding was applied to interpret the data collected.
The key findings show that male millennials are not accustomed to traditional advertising. Instead, they live in an age where internet triumphs and they spend most of their time on social media. It reveals also that, for companies to reach the Irish male millennials through online advertising, they have to use influencer marketing. More so, it was confirmed that visual content appeal them on social media platforms and their preferred social media platform is Instagram. The physical appearance of a social media influencer is the significant factors that influence an Irish male millennials perception and behaviour towards a social media influencer. Also, there is a need for further exploration of this topic from different industry.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry 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: | Caoimhe Ní Mhaicín |
| Date Deposited: | 24 Oct 2019 12:19 |
| Last Modified: | 24 Oct 2019 12:20 |
| URI: | https://norma.ncirl.ie/id/eprint/4035 |
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