000117617 001__ 117617
000117617 005__ 20240319081004.0
000117617 0247_ $$2doi$$a10.1111/ijcs.12785
000117617 0248_ $$2sideral$$a129085
000117617 037__ $$aART-2022-129085
000117617 041__ $$aeng
000117617 100__ $$0(orcid)0000-0001-8900-1701$$aHerrando, Carolina$$uUniversidad de Zaragoza
000117617 245__ $$aInfluencer endorsement posts and their effects on advertising attitudes and purchase intentions
000117617 260__ $$c2022
000117617 5060_ $$aAccess copy available to the general public$$fUnrestricted
000117617 5203_ $$aThis study examines the effects of influencer posts on Instagram users. Based on uses and gratifications theory, this experiment- based investigation analyses the effect of three different levels of product exposure (strong, mild and low) within an influencer ad post on users’ attitudes toward the ad, and their purchase intentions. Based on a sample of 602 Instagram users from Generations Y and Z, the empirical findings show that users who attribute infotainment and credibility to an influencer ad post perceive it to have greater ad value, which improves their attitude toward the ad and, consequently, positively affects their purchase intentions. However, the results do not find support for the negative effect of irritation on ad value. The contributions of this study highlight that once users have freely decided to follow influencers on Instagram, they assume that their posts are going to be ad- related and this does not cause them to reject posts; consequently, endorsement exerts a similar effect on the value attributed to an ad post regardless of the level of salience of the product in the post.
000117617 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R-GENERES Group$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
000117617 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/
000117617 590__ $$a9.9$$b2022
000117617 592__ $$a1.753$$b2022
000117617 591__ $$aBUSINESS$$b24 / 154 = 0.156$$c2022$$dQ1$$eT1
000117617 593__ $$aApplied Psychology$$c2022$$dQ1
000117617 593__ $$aPublic Health, Environmental and Occupational Health$$c2022$$dQ1
000117617 593__ $$aMarketing$$c2022$$dQ1
000117617 593__ $$aEconomics and Econometrics$$c2022$$dQ1
000117617 594__ $$a10.3$$b2022
000117617 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000117617 700__ $$0(orcid)0000-0002-8491-594X$$aMartín-De Hoyos, María José$$uUniversidad de Zaragoza
000117617 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000117617 773__ $$g46, 6 (2022), 2288-2299$$pInt. j. consum. stud.$$tINTERNATIONAL JOURNAL OF CONSUMER STUDIES$$x1470-6423
000117617 8564_ $$s643221$$uhttps://zaguan.unizar.es/record/117617/files/texto_completo.pdf$$yVersión publicada
000117617 8564_ $$s2270217$$uhttps://zaguan.unizar.es/record/117617/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000117617 909CO $$ooai:zaguan.unizar.es:117617$$particulos$$pdriver
000117617 951__ $$a2024-03-18-14:28:10
000117617 980__ $$aARTICLE