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Πτυχιακή εργασία--Πανεπιστήμιο Μακεδονίας, Θεσσαλονίκη, 2025.
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Submitted by ΛΥΔΙΑ-ΒΑΣΙΛΙΚΗ ΠΕΤΡΟΥ (
[email protected]) on 2025-02-27T09:55:37Z
No. of bitstreams: 4
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How consumers are affected by TikTok Influencers’ perceived traits, and how these traits are linked to consumers’ purchase intentions.pdf: 963168 bytes, checksum: 044412cf7b5d0996de26b947a11fe678 (MD5)
ΒΑΘΜΟΛΟΓΗΣΗ ΔΙΠΛΩΜΑΤΙΚΗΣ ΕΡΓΑΣΙΑΣ - ΑΥΤΟΚΑΤΑΘΕΣΗ ΔΙΠΛΩΜΑΤΙΚΗΣ ΕΡΓΑΣΙΑΣ ΣΤΗΝ _ΨΗΦΙΔΑ__ΠΕΤΡΟΥ ΛΥΔΙΑ - ΒΑΣΙΛΙΚΗ_eco21138 (1).eml: 15042 bytes, checksum: 22ff4d1336e5595d600d2f8af3ee989e (MD5)
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Made available in DSpace on 2025-03-04T09:45:04Z (GMT). No. of bitstreams: 4
How consumers are affected by TikTok Influencers’ perceived traits, and how these traits are linked to consumers’ purchase intentions.pdf: 963168 bytes, checksum: 044412cf7b5d0996de26b947a11fe678 (MD5)
ΒΑΘΜΟΛΟΓΗΣΗ ΔΙΠΛΩΜΑΤΙΚΗΣ ΕΡΓΑΣΙΑΣ - ΑΥΤΟΚΑΤΑΘΕΣΗ ΔΙΠΛΩΜΑΤΙΚΗΣ ΕΡΓΑΣΙΑΣ ΣΤΗΝ _ΨΗΦΙΔΑ__ΠΕΤΡΟΥ ΛΥΔΙΑ - ΒΑΣΙΛΙΚΗ_eco21138 (1).eml: 15042 bytes, checksum: 22ff4d1336e5595d600d2f8af3ee989e (MD5)
Στιγμιότυπο οθόνης (628).png: 203431 bytes, checksum: 6a529c20fd6525d8070f8a65c5a37a34 (MD5)
license_rdf: 1031 bytes, checksum: 934f4ca17e109e0a05eaeaba504d7ce4 (MD5)
Previous issue date: 2025-02
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Social media influencers have increasingly become a focal point of investigation in digital marketing
research, as they are recognized as influential tools for shaping consumer behaviors. This paper sought
to address how TikTok, a rapidly growing social media platform, that academic research has not explored
thoroughly, has impacted the perceived traits and image of these influencers. More precisely, this study
investigates how influencer’s characteristics and psychological-related influential factors impact
purchase intentions of consumers. This study seeks to investigate how attitude homophily along the
perceived fit quality between a product and influencer, foster parasocial interactions and shape
perceived source credibility. In turn, it investigates how these factors impact consumer purchasing
intentions. The research was conducted in June 2024 and involves 318 participants that reside in Greece.
Data were collected through the distributions of a self-administered questionnaire. The analysis was
conducted in SPSS, for demographic data analysis, and R for Partial Least Squares Structural Equation
Modeling (PLS-SEM).
Results indicated that attitude homophily and product-influencer fit positively affected both perceived
credibility and parasocial relationship. Moreover, credibility and PSR both translated into a positive
consumer purchase intention. Attitude homophily and product-influencer fit had indirect effects on
purchase intention only when mediated by parasocial relationship. Understanding the dynamics the
findings revealed, are beneficial for content creators, marketers and brands to enhance their digital
marketing strategies and comprehend consumer behavior in TikTok.
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Approved for entry into archive by Κυριακή Μπαλτά (
[email protected]) on 2025-03-04T09:45:04Z (GMT) No. of bitstreams: 4
How consumers are affected by TikTok Influencers’ perceived traits, and how these traits are linked to consumers’ purchase intentions.pdf: 963168 bytes, checksum: 044412cf7b5d0996de26b947a11fe678 (MD5)
ΒΑΘΜΟΛΟΓΗΣΗ ΔΙΠΛΩΜΑΤΙΚΗΣ ΕΡΓΑΣΙΑΣ - ΑΥΤΟΚΑΤΑΘΕΣΗ ΔΙΠΛΩΜΑΤΙΚΗΣ ΕΡΓΑΣΙΑΣ ΣΤΗΝ _ΨΗΦΙΔΑ__ΠΕΤΡΟΥ ΛΥΔΙΑ - ΒΑΣΙΛΙΚΗ_eco21138 (1).eml: 15042 bytes, checksum: 22ff4d1336e5595d600d2f8af3ee989e (MD5)
Στιγμιότυπο οθόνης (628).png: 203431 bytes, checksum: 6a529c20fd6525d8070f8a65c5a37a34 (MD5)
license_rdf: 1031 bytes, checksum: 934f4ca17e109e0a05eaeaba504d7ce4 (MD5)
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University of Macedonia
