Experimental Study Identifying Gender Effect of Influencers on Product Placement on Instagram

Thesis title: Experimental Study Identifying Gender Effect of Influencers on Product Placement on Instagram
Author: Šachová, Veronika
Thesis type: Diploma thesis
Supervisor: Šimůnek, Michal
Opponents: Novák, Michal
Thesis language: English
Abstract:
This study provides an overview of literature connected to a problem of product placement, social media influencers, gender, and emotional and rational appeals. The research is conducted via online experiment, assessing the differences in effect of endorsers´ gender in product placement on social media. Respondents are international millennials evaluating fictional Instagram posts promoting a makeup product. The study was conducted on 326 respondents, regardless their gender. Results show, that male influencer promoting a makeup product evokes higher perceived credibility and attitude towards the ad, than a female one. The effect on purchase intention was not significant, soft-sell appeals are proven to be more efficient for hedonic product category.
Keywords: social media; product placement; influencers; experimental study
Thesis title: Experimental Study Identifying Gender Effect of Influencers in Product Placement on Instagram
Author: Šachová, Veronika
Thesis type: Diplomová práce
Supervisor: Šimůnek, Michal
Opponents: Novák, Michal
Thesis language: English
Abstract:
Experimentální studie odhalující vliv různých pohlaví influencerů na efektivnost reklamy v product placementu. Celkový vzorek je 326 respondentů ze skupiny mezinárodních mileniálů. Výsledky ukazují, že muž vyvolává vyšší perceived source credibility a attitude towards the ad.
Keywords: produkt placement; sociální média; influenceři

Information about study

Study programme: Ekonomika a management/Management
Type of study programme: Magisterský studijní program
Assigned degree: Ing.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Management
Department: Department of Social Sciences

Information on submission and defense

Date of assignment: 26. 9. 2018
Date of submission: 24. 4. 2019
Date of defense: 11. 6. 2019
Identifier in the InSIS system: https://insis.vse.cz/zp/67036/podrobnosti

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