The context due to the COVID-19 pandemic has highlighted the importance of social networks in both private and professional lives. Many brands have been restricted to online marketing, with a high presence on social networks. This study aims to explore the impact of ephemeral branded content displayed on social media and the potential role the source can have, on several direct and indirect outcomes during the pandemic. Perceived credibility and authenticity, parasocial relationships and engagement toward the content were considered as outcomes, as well as trust and attitude toward the brand and purchase intentions. Four different sources have been considered: brands, influencers, celebrities, and peers. A quantitative experimental study was conducted to evaluate the hypotheses.
|Date of Award||2020|
|Supervisor||Wafa Hammedi (Supervisor)|
- Ephemeral content
- branded content
- social media