Εντοπίστηκε ένα σφάλμα στη λειτουργία της ΠΥΞΙΔΑΣ όταν χρησιμοποιείται μέσω του προγράμματος περιήγησης Safari. Μέχρι να αποκατασταθεί το πρόβλημα, προτείνουμε τη χρήση εναλλακτικού browser όπως ο Chrome ή ο Firefox. A bug has been identified in the operation of the PYXIDA platform when accessed via the Safari browser. Until the problem is resolved, we recommend using an alternative browser such as Chrome or Firefox.
Λογότυπο αποθετηρίου

Μεταπτυχιακές Εργασίες

Μόνιμο URI για αυτήν τη συλλογήhttps://pyxida.aueb.gr/handle/123456789/42

Περιήγηση

Πλοήγηση Μεταπτυχιακές Εργασίες ανά Συγγραφέα "Angeletou, Panagiota"

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω
Φιλτράρετε τα αποτελέσματα πληκτρολογώντας τα πρώτα γράμματα
Τώρα δείχνει 1 - 1 από 1
  • Μικρογραφία εικόνας
    Τεκμήριο
    Investigating the impact of influencer characteristics on consumer evaluations
    (2022) Angeletou, Panagiota; Αγγελέτου, Παναγιώτα; Athens University of Economics and Business, Department of Marketing and Communication; Argouslidis, Paraskevas; Kokkinaki, Flora; Painesis, Grigorios
    Even though influencer marketing has generated a lot of discussion and there are several studies focusing either on the growth of this strategy, or on the way that works, literature proves that an investigation on the impact of the most important influencer characteristics on consumer evaluations, mainly the post Covid19 period and in the Greek market, is missing. So, purpose of this study, is to construct a well-developed framework of consumer evaluations and then to pinpoint the most influential characteristics of social media influencers that affect these evaluations. Τhe current research examines three dimensions of consumer evaluations, which are brand admiration, Word of Mouth and purchase intention and four attributes of influencers’ profile, which are popularity, attractiveness, similarity and expertise. Through the literature review, this study creates a holistic theoretical framework. Methodologically, the research “onion” concept was followed to construct the methodology required to empirically cover the research questions. The proposed framework was tested by a survey, in the form of a representative questionnaire administrated online through social media. The total number of respondents was 186. The data were statistically analyzed with the SPSS program. Descriptive statistics for the respondents were computed in order to present an overall picture of the sample. Afterwards, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted in order to test the research hypotheses. Regarding the results, out of the seven hypotheses formed, four were supported. The first one concerns the attribute of similarity, which has been shown to have a positive impact on consumer evaluations. Also all the hypotheses concerning the influential relationship of consumer evaluations were confirmed. Finally, as per the limitations of this research, they concern the relatively small sample, the fact that the research conducted only in Greece, the fact that it could be examined by a qualitative approach in combination with the quantitative and more analyses could be added.