The Relationship Between Product Placement and Shopping Intentions on Instagram

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

The Relationship Between Product Placement and Shopping Intentions on Instagram

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

The Relationship Between Product Placement and Shopping Intentions on Instagram

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing

ISBN

9783030931308

Počet stran výsledku

29

Strana od-do

177-206

Počet stran knihy

239

Název nakladatele

Springer Nature

Místo vydání

Cham

Kód UT WoS kapitoly

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