Instagram Marketing in Instagram

• Main Authors: Christine Jan, 詹博婷
• Other Authors: Rong-Ho Lin
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/zc2s8v

碩士 === 國立臺北科技大學 === 高階管理碩士雙聯學位學程 === 106 === Due to the rise of Web 2.0 and the popularity of social networking sites (SNS), the communi-cation environment for business has significantly changed from offline to online. The force of SNS had a great impact on consumer’s decision making processes. Electronic word-of-mouth (eWOM), the sharing of views, experiences, and opinions by online users on SNS have become a trusted source of information for consumers. Influencer marketing utilizes influential online opinion leaders - active users of Social Networking Sites with large amounts of followers to drive messages through promotional posts. These promotional posts can be seen as a form of paid for eWOM, effective due to the large user numbers of SNS and the trust consumers place in eWOM. There is a need for scientific knowledge of influencer marketing but only limited research so far. This study aims to increase the scientific understanding of this yet tentatively researched marketing practice. This research investigates the impacts of influencer popularity threshold (Follower-to-followee ratio, F/f-ratio) on influencer credibility, attitude toward user-generated content (UGC), attitude toward brand, viral intention, and purchase intention. The results have practical implication for companies engaging in influencer marketing and provide a direction for future research on this topic.