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The Study Of The Effect Of The Internet Influencers On Small Scale Restaurants In Dublin Using Instagram

Hublikar, Pratik (2020) The Study Of The Effect Of The Internet Influencers On Small Scale Restaurants In Dublin Using Instagram. Masters thesis, Dublin, National College of Ireland.

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Purpose - The determination of this thesis is to find the effect of nano-influencers on Instagram when they are used for influencer marketing for small scale restaurant in Dublin. The study aims at studying the effects of these nano-influencers on Instagram and how they can be used for marketing purposes. This study also aims at studying the relationship between the trust of the consumers on influencers and the effect on their intention to buy services, goods or products from businesses.

Design/Approach/Methodology – A mixed methodology approach was adapted by the researcher which consists of both qualitative and quantitative methodology. The qualitative study was carried out with the help of an experiment involving a small-scale restaurant in Dublin and four nano-influencers. The experiment was carried out in real time to see the effects of the nano-influencers on the sales of the restaurant. The quantitative study was carried out using a survey to study various factors that revolve around influencer marketing, social media application Instagram and the relationship between trust and intention to buy considering the Bruns-Siddiqui model.

Findings – The findings directed towards a conclusion that nano-influencers do have a positive effect on the sales of the restaurant and creating brand awareness amongst their followers. The findings from the survey also suggested that, Instagram is one of the most preferred social media application over other social media applications. It was also found that people of Generation Y and Generation Z are the major users of social media applications and online content.

Value/Originality – This research study using experimental analysis is one of its kind in Ireland using real time nano-influencers study on a small-scale restaurant in Dublin.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > e Marketing
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 04 Feb 2021 13:51
Last Modified: 04 Feb 2021 13:51

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