The influence of system-generated cues and user-generated content on consumer responses in instagram
| dc.contributor.advisor | Debbie, Human-Van Eck | en_ZA |
| dc.contributor.advisor | Chris, Pentz | en_ZA |
| dc.contributor.author | Tobias, Beyers | en_ZA |
| dc.contributor.other | Stellenbosch University. Faculty of Economic and Management Sciences. Dept of Business Management. | en_ZA |
| dc.date.accessioned | 2020-11-27T12:17:04Z | |
| dc.date.accessioned | 2021-02-01T07:56:21Z | |
| dc.date.available | 2020-11-27T12:17:04Z | |
| dc.date.available | 2021-02-01T07:56:21Z | |
| dc.date.issued | 2020-12 | |
| dc.description | Thesis (MCom)--Stellenbosch University, 2020. | en_ZA |
| dc.description.abstract | ENGLISH SUMMARY: Advanced technology has introduced social media to the marketing mix, revolutionising brand building opportunities using the Internet and social media, focusing now on consumer-based relationships. Instagram, one of the fastest-growing social media sites, modernised influential advertising by introducing social media influencers to promote branded content. Little research is available on Instagram as marketing phenomenon and a knowledge gap exists in how influential advertising works. Information lacks on what elements of system-generated cues and user-generated content on an individual’s Instagram profile influence consumer responses. This study assessed the role of systemgenerated cues and user-generated content concerning influencer credibility, consumers’ parasocial relationships, brand attitude and purchase intention. Qualitative and quantitative research was conducted. In the qualitative phase, two focus group discussions and a pre-test provided the variables to be measured in quantitative research. In the quantitative phase, a 2 x 2 x 2 between-subjects factorial experiment using nonprobability convenience sampling technique realised a sample of 311 female respondents (18–25) across 8 experimental groups. The results showed advertising disclosure negatively influenced the perceived credibility of the influencer and lessened the desire of an Instagram user to form a relationship with the influencer. It is recommended an influencer’s advertisement disclosure on Instagram be subtle by using hashtags at the end of the text and preferably placed in the bottom right corner of the verbal content where it has the least chance of being noticed. Homophily (similarity) between die influencer and audience improves influencer credibility, but the presence of authority heuristic (blue tick) decreases the perceived similarity between die influencer and the audience. High number of followers does not affect consumer responses and marketers should not merely select influencers based on the influencer’s number of followers. It is recommended future researchers use a real influencer, male and female respondents and another industry to improve generalisations of the results. | en_ZA |
| dc.description.abstract | AFRIKAANSE OPSOMMING: AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar. | af_ZA |
| dc.description.version | Masters | |
| dc.format.extent | xvii, 367 pages : illustrations, includes annexures | |
| dc.identifier.uri | http://hdl.handle.net/10019.1/109465 | |
| dc.language.iso | en_ZA | en_ZA |
| dc.publisher | Stellenbosch : Stellenbosch University | |
| dc.rights.holder | Stellenbosch University | |
| dc.subject | Parasocial relationships | en_ZA |
| dc.subject | Mass media -- Social aspects | en_ZA |
| dc.subject | Influence (Psychology) | en_ZA |
| dc.subject | Online social networks -- Marketing | en_ZA |
| dc.subject | UCTD | |
| dc.title | The influence of system-generated cues and user-generated content on consumer responses in instagram | en_ZA |
| dc.type | Thesis | en_ZA |