Influencer advertisements and their effects on product desirability between collectivistic and individualistic consumers.
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2023-01-24
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en
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Hofstede’s Individualism/Collectivism cultural dimension is a widely known and used research
topic. Another growing research aspect is Influencer Marketing. Both aspects have quite often
been the subject in studies about their effects on consumer behaviour. Yet little research has
been done on the interaction between the two variables on purchase behaviour. In present study
an experiment was conducted to investigate whether there are any differences between
individualistic and collectivistic consumers in how influencers affect these consumers’ product
desirability. The cultural dimension of individualism/collectivism was manipulated by priming
participants into one of the two dimensions. Instagram accounts were manipulated by varying
the number of followers and the number of likes they received on a post. The influencer or
regular Instagram user posted a branded advertisement in which they were advertising a mobile
phone. Results showed no significant differences in the effect of influencers on product
desirability between individualistic and collectivistic cultures. One main finding was that
priming the consumers into a cultural dimension did not work effectively. More research on
this topic is needed to investigate the effects of influencers on different cultural dimensions.
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