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The impact of digital influencers on product/service purchase decision making – A case study of Portuguese people
  • +6
  • Fábio Caiado,
  • Joana Fonseca,
  • Joana Silva,
  • Soraia Neves,
  • Ana Moreira,
  • Manuel Au-Yong-Oliveira,
  • Ramiro Gonçalves,
  • Frederico Branco,
  • José Martins
Fábio Caiado
University of Aveiro
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Joana Fonseca
University of Aveiro
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Joana Silva
University of Aveiro
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Soraia Neves
University of Aveiro
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Ana Moreira
ISPA-Instituto Universitário
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Manuel Au-Yong-Oliveira
INESC TEC
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Ramiro Gonçalves
Instituto de Engenharia de Sistemas e Computadores Tecnologia e Ciencia
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Frederico Branco
Instituto de Engenharia de Sistemas e Computadores Tecnologia e Ciencia

Corresponding Author:[email protected]

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José Martins
Instituto de Engenharia de Sistemas e Computadores Tecnologia e Ciencia
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Abstract

The growing use of technology and social media has resulted in the emergence of digital influencers, a new profession capable of changing the mentalities and behaviours of those who follow them. This study arises to better understand the potential impact digital influencers might have on the Portuguese population’s purchase behaviour and patterns, and for this purpose, seven hypotheses were formulated. An online questionnaire was conducted to respond to these theoretical assumptions and collected data from 175 respondents. A total of 129 valid answers were considered. It was possible to conclude that purchase intention does not necessarily translate into a purchase action. It was also concluded that the relationship between social network use and the purchase of products/services recommended by influencers is only significant for Instagram. Furthermore, individuals’ Generation is not significantly linked with purchasing a product/service recommended by influencers. Furthermore, a small percentage of respondents have also identified themselves as impulsive shoppers and perceived Instagram as their favourite social network. With the results of this study, it is also possible to state that the influencer’s opinion was classified as the last factor considered in the purchase decision process. Additionally, there is a weak negative association between purchasing a product/service recommended by influencers with sponsorship disclosure and remunerated partnership, which decreases credibility and discourages purchasing.
01 Feb 2023Submitted to Expert Systems
08 Feb 2023Submission Checks Completed
08 Feb 2023Assigned to Editor
14 Feb 2023Reviewer(s) Assigned
12 Mar 2023Review(s) Completed, Editorial Evaluation Pending
13 Mar 2023Editorial Decision: Revise Major
14 Apr 20231st Revision Received
27 Apr 2023Submission Checks Completed
27 Apr 2023Assigned to Editor
27 Apr 2023Reviewer(s) Assigned
18 May 2023Review(s) Completed, Editorial Evaluation Pending
20 May 2023Editorial Decision: Revise Minor
26 May 20232nd Revision Received
26 May 2023Submission Checks Completed
26 May 2023Assigned to Editor
01 Jun 2023Reviewer(s) Assigned
02 Jun 2023Review(s) Completed, Editorial Evaluation Pending
03 Jun 2023Editorial Decision: Accept