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Browsing by Issue Date, starting with "2020-10-07"

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  • The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention
    Publication . Tille, Melanie; Crespo, Cátia Claudemira Cordeiro Fernandes
    In the last years, social media with its networking platforms and online communities gained extreme popularity. With this emergence, brands all around the globe became well aware of people’s increasing daily social media activities on platforms such as Instagram. Consequently, influencer marketing got extremely important for businesses as a new marketing communication tool. However, there are concerns around the social media influencers’ perceived source credibility and their impact on consumers’ purchase intentions. The present research focuses on the Portuguese and German market and investigates how the perceived source credibility of Instagram social media influencers and its dimensions, namely attractiveness, trustworthiness, and expertise affect their ascribed opinion leadership and consequently influence consumers’ purchase intentions. As well as it examines the role of consumers’ self-esteem on the relationship between ascribed opinion leadership and consumers’ purchase intention. An online survey was conducted to collect data from 467 respondents from Portugal and Germany. The statistical analysis of the questionnaire was performed with structural equation modeling (SEM). The results of the study indicate that especially the influencers’ attractiveness as one of the source credibility dimensions has a positive impact on their ascribed opinion leadership. The findings provide evidence that social media influencers perceived as opinion leaders positively influence consumers’ purchase intention. Based on these results, further research directions and practical implications are provided.
    2020-10-07Master thesis Open access Show more
  • The Perception and Knowledge of Financial Risk of the Portuguese
    Publication . Tavares, F.; Santos, E.; Tavares, V.; Ratten, V.
    This study will help academics, researchers, and professionals to better understand how the Portuguese population perceives financial risk. Thus, the main objective of this study is to analyse and compare the perception and knowledge of financial risk by the Portuguese. The methodology used is quantitative, and the measurement instrument consists of three parts: financial risk perception, financial risk knowledge and sociodemographic characterization of the participants. The sample is composed of 830 Portuguese individuals, over 18 years old. The results demonstrate that financial risk perception is a one-dimensional measurement and that there are low levels of both perception and knowledge of financial risk. It can also be concluded that the Portuguese individuals have a higher level of financial risk perception, when compared to financial risk knowledge, and it is men who have higher levels of perception and knowledge of financial risk. Thus, this study contributes to the literature on financial risk by presenting empirical evidence and relevant conclusions, and it is therefore expected that it will help to improve the perception and knowledge of the financial risk of the Portuguese and, consequently, their financial decisions and financial well-being. Therefore, the study fills a gap, since there are no studies in Portugal that assess the perception and knowledge of financial risk of the Portuguese.
    2020-10-07Journal article Open access Show more