Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promoção das causas?

Translated title of the contribution: nfluencers and social causes: How does the type of cause interfere with the success of the promotion of causes?

Raquel Reis Soares, Márcia Maurer Herter, Maria do Carmo Leal, Diego Costa Pinto, Carlota Abreu

Research output: Contribution to journalArticlepeer-review

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Abstract

Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.

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 Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.

Translated title of the contributionnfluencers and social causes: How does the type of cause interfere with the success of the promotion of causes?
Original languagePortuguese
Pages (from-to)514-526
Number of pages13
JournalRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
Volume2020
Issue numberE34
Publication statusPublished - Sep 2020

Keywords

  • Influence marketing
  • Intentions of association with social causes
  • Social causes

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