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