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dc.contributor.advisorGary Bernieen
dc.contributor.authorBarros Nunes, Nara
dc.date.accessioned2021-11-22T19:30:26Z
dc.date.available2021-11-22T19:30:26Z
dc.date.issued2021
dc.identifier.citationBarros Nunes, N. (2021). Consumer behaviour in the tourism industry: A quantitative study of Social Media Influencers' impact on Brazilian millennials. Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4309
dc.description.abstractAim: The study aimed to investigate the influence of Social Media Influencers endorsement on purchase intention in the tourism context and how each of the endorser's credibility dimensions influences this relationship. Method: A deductive research approach and survey strategy were used for the development of this research. The sample population consists of Millennials consumers in Brazil, selected by a convenience sampling process. The questionnaire was distributed on Facebook, WhatsApp, LinkedIn, and Instagram to the participants. The data collected were analysed through a descriptive and inferential statistic, carried out with the support of the SPSS software. Results: The results of the present study made it possible to empirically support the relationship between Social Media Influencer endorsement and purchase intention and the hypotheses related to dimensions of celebrity credibility: attractiveness, trustworthiness, and expertise. The analyses showed that the credibility dimension positively influences the intention to buy. SPSS was used to conduct a Spearman’s correlation, which showed a significant correlation between trustworthiness and expertise towards purchase intention. Conclusion/Recommendation: Lastly, several suggestions were made for future investigations related to this subject. The results provided relevant inputs for businesses to be aware of the right choice of the SMI to endorse their products and services. This research verified the substantive validity of some constructs involved in the SMIs scenario and their followers, proving that credibility can impact positively traveller's intention to choose travel destinations.en
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectSocial media influencersen
dc.subjectTourism--Economic aspectsen
dc.subjectConsumer behavior--Brazilen
dc.titleConsumer behaviour in the tourism industry: A quantitative study of Social Media Influencers' impact on Brazilian millennials.en
dc.typeThesisen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMBA in Marketing
dc.type.degreelevelMBA


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