The relationship of value priorities and attitudes towards influencer marketing
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School of Business |
Master's thesis
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Authors
Date
2020
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
46 + 27
Series
Abstract
The aim of this study was to examine the relationship of value priorities and attitudes towards influencer marketing in social media. Schwartz’s theory of basic human values was applied and previous literature on the attitudes towards traditional, online, and social media advertising was discussed in the development of the hypotheses. A structured online survey was designed (N=127), and the data were analysed with descriptive statistics, correlation analysis, and t-tests. It was found that stimulation and tradition values correlate significantly with attitudes towards influencer marketing: stimulation positively and tradition negatively. Relationships between background variables and both attitudes and values were also found. Women indicated more positive attitudes towards influencer marketing than men. Also, there exists a positive relationship between the amount of social media used and the attitudes as well as the tendency to use some specific social media channels, such as Instagram and LinkedIn, and the attitudes. Besides, the gender differences in this study regarding value priorities were found to be following those of previous literature, and new relationships were found between social media use and value priorities. Implications for both theory and practice, limitations as well as suggestions for future research are discussed.Description
Thesis advisor
Halme, MerjaKeywords
value priorities, influencer marketing, attitudes towards advertising, social media