Actions for The Effect of Need to Belong And Materialism In Influencer Marketing

Email RIS file
Bookmark
Report an Issue

The Effect of Need to Belong And Materialism In Influencer Marketing

Author
Zhang, Maggie
Published
[University Park, Pennsylvania] : Pennsylvania State University, 2020.
Physical Description
1 electronic document
Additional Creators
Shoenberger, Heather and Schreyer Honors College
Access Online

Availability

I Want It
I Want It

Finding items...

Restrictions on Access
Open Access.
Summary
The research paper analyzes the factors that contribute to increasing the purchase intent of buying luxury goods and non-luxury goods in the context of Influencer Marketing. The study investigates in the effect of Need to Belong, Materialism, and their internal relations. The study uses a Qualtrics dataset (N = 368) collected from a previous research and conducts the linear regression analysis through R Studio and SPSS. The study finds that when the regression model applies to the Need to Belong and Materialism separately, both of the factors have shown statistically significance in predicting the intent in buying luxury and non- luxury goods. However, when both factors are included in one model without considering the interaction effect, Materialism tends to predict stronger purchase intent than the Need to Belong. When the interaction effect is considered, the Need to Belong becomes predictive to purchase intent while Materialism is no longer significant. The study also applies exploratory factor analysis to find out the underlying correlations behind the need to belong and materialism. The item reduction allows us to re-define the scales and could also be useful for future research.
Other Subject(s)
Genre(s)
Dissertation Note
B.A. Pennsylvania State University 2020.
Technical Details
The full text of the dissertation is available as an Adobe Acrobat .pdf file ; Adobe Acrobat Reader required to view the file.
View MARC record | catkey: 31803672