The Relationship Between Product Placement and Shopping Intentions on Instagram
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F21%3A00009007" target="_blank" >RIV/46747885:24310/21:00009007 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_7" target="_blank" >http://dx.doi.org/10.1007/978-3-030-93131-5_7</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_7" target="_blank" >10.1007/978-3-030-93131-5_7</a>
Alternative languages
Result language
angličtina
Original language name
The Relationship Between Product Placement and Shopping Intentions on Instagram
Original language description
Influencer marketing on Instagram is a marketing communication tool used more and more frequently by all brands. Most companies are now turning to social networks to promote their products and get closer to their potential consumers. Marketing influence via product placements seems to have positive repercussions on company sales. Nevertheless, it seems that the continued presence of brands on social networks, via influencers, causes consumer fatigue, even annoyance, who feel invaded by advertising messages. Therefore, the main objective of this chapter is to analyze how product placements on Instagram influence consumers‘ purchase intention and to what extent this new type of marketing communication could lead to the development of negative attitudes and annoyance.
Czech name
—
Czech description
—
Classification
Type
C - Chapter in a specialist book
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
<a href="/en/project/TJ02000206" target="_blank" >TJ02000206: Developing the skills necessary for the digital business transformation</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing
ISBN
9783030931308
Number of pages of the result
29
Pages from-to
177-206
Number of pages of the book
239
Publisher name
Springer Nature
Place of publication
Cham
UT code for WoS chapter
—