Social media micro-infleuncer marketing and purchasing intention of millenials: The role of perceived authenticity and trust

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Authors
Abreu, Renata
Issue Date
2019
Degree
MBA in Marketing
Publisher
Dublin Business School
Rights
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Abstract
All over the world marketers have been talking about Social Media Micro Influencer. The idea that normal users can have an enormous impact online is not new. What is rather recent is the concept of people with smaller numbers of online audience to become as relevant as big celebrities online. This research audits the variables Perceived Authenticity and Trust in Social Media Micro Influencer and their impact on the intention to buy of Millenials. An online survey was applied in order to test a previous framework to explain how those factors related to each other. The findings were analyzed based on an extensive literature review. The results of this dissertation show that Perceived Authenticity and Trust have an immediate impact on Intention to buy of Millenials, proving that the framework used can explain those connections for this tire. Furthermore, conclusions are drawn and recommendations are made, either to the academy and to the marketing sector.