Does the Development of Cognitive Dissonance Inhibit the Success of Influencer Marketing?

An Empirical Study on Implicit Associations Towards Influencers as New Advertising Ambassadors

Master's Thesis , 2020 , 102 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

The present master's thesis addresses the subject of the development of cognitive dissonance and its potential inhibitory effects on the success of influencer marketing. The focus lies on the one hand on the investigation of the topic on the foundation of a theoretical literature analysis of meaningful theories, as well on the other hand on the execution of an empirical study. The theoretical investigation of the topic is carried out in the introductory chapter 'Identification and Initial Review of Key Literature' on the basis of literature and applied, practical examples. The empirical investigation is based on the research question: Which effect do cognitive disso-nances have on the purchase of products advertised by influencers?" and the hypothesis: Consumers tend to possess unconscious, automated attitudes in the arrangement of bias or stereotypes towards influencer marketing.

In order to investigate these, an implicit association test with pictorial and literal stimuli to the categories influencer and classic advertising figure was created. In this study 59 persons participated as valid test participants. The central results of the research show that both explicit and implicit attitudes towards influencers and their form of marketing exist. Cognitive dissonances resulting from this are very likely, though an actual slowing down of these attitudes on the purchasing process of products advertised by influencers cannot be confirmed fully. Since the proven implicit attitudes only show a medium IAT effect, a retardation of the purchase decision can be assumed. However, as current figures from influencer marketing indicate, a final inhibition cannot be assumed in total.

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Inhaltsverzeichnis
• List of Figures
• List of Tables
• 1. Introduction
• 1.1 Changes in Marketing
• 1.2 Aims and Objectives
• 1.3 Methodological Approach and Structure of the Thesis
• 2. Identification and Initial Review of Key Literature
• 2.1 Opinion Leadership
• 2.1.1 The Two-Step-Flow of Communication
• 2.1.2 Functions and characteristics of opinion leaders
• 2.1.3 Typology
• 2.1.4 The Role of Opinion Leaders in Diffusion Theory
• 2.1.5 Opinion Leadership - Online
• 2.2 Influencer Marketing
• 2.2.1 Definition of Influencer Marketing
• 2.2.2 Classification and Distinction from other Forms of Marketing
• 2.2.3 Types of Influencer
• 2.2.4 Consumer Attitude towards Influencer Marketing
• 2.2.5 Influencer Marketing in Germany
• 2.2.6 Influencer Marketing during Corona
• 2.3 The Concept of Stereotypes
• 2.3.1 Homo Categoricus
• 2.3.2 Emergence of Stereotypes
• 2.3.3 Functions
• 2.3.4 Application to Influencer Marketing
• 2.4 Influencing Factors in the Purchasing Process
• 2.4.1 The Purchase Decision Process
• 2.4.2 Principles of Influence
• 2.4.3 Authenticity
• 2.4.4 Credibility
• 2.4.5 Alternative Models
• 2.5 Theory of Cognitive Dissonances
• 2.5.1 Principles
• 2.5.2 Emergence of Dissonance
• 2.5.3 Strength of Dissonance
• 2.5.4 Purchasing Dissonances
• 2.5.5 Dissonance Reduction and Elimination
• 2.5.6 Extensions and Modification of Festinger's Theory
• 2.6 Research Gap
• 3. Research Design
• 3.1 Objectives
• 3.2 Hypothesis
• 3.3 Method
• 3.3.1 Measurement of Attitudes
• 3.3.2 Implicit Association Test (IAT)
• 3.3.3 Participants
• 3.3.4 Structure of the Empirical Study
• 3.3.5 Structure of the IAT
• 3.4 Measures
• 3.5 Results and Interpretation
• 3.6 Limitation
• 3.6.1 General Limitation
• 3.6.2 Limitation of the IAT
• 4. Discussion
• 4.1 Summary of Key Findings
• 4.2 Perspective
• List of References
• Appendix

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis explores the potential inhibitory effects of cognitive dissonance on the success of influencer marketing. It investigates the topic through a theoretical literature analysis of relevant theories and an empirical study. The central research question is: Which effect do cognitive dissonances have on the purchase of products advertised by influencers?

• The evolution of influencer marketing and its increasing presence in modern media
• The emergence and development of cognitive dissonance in the context of influencer marketing
• The influence of stereotypes and biases on consumer attitudes towards influencers
• The impact of cognitive dissonance on purchasing decisions influenced by influencers
• The role of implicit and explicit attitudes in shaping consumer behavior

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction - This chapter sets the stage for the thesis, highlighting the changing landscape of marketing and the growing influence of influencer marketing. It outlines the research objectives, the methodological approach, and the overall structure of the thesis.
• Chapter 2: Identification and Initial Review of Key Literature - This chapter delves into the theoretical foundations of the research, examining key concepts such as opinion leadership, influencer marketing, stereotypes, and cognitive dissonance. It explores the development of these concepts, their application to influencer marketing, and the relevant literature on these topics.
• Chapter 3: Research Design - This chapter outlines the methodology and design of the empirical study, including the objectives, hypothesis, research methods, and participant characteristics. The chapter also discusses the implementation of the Implicit Association Test (IAT) as the primary research tool.

Schlüsselwörter (Keywords)

This study focuses on the intersection of influencer marketing, cognitive dissonance, stereotypes, implicit and explicit attitudes, and consumer behavior. Key terms include opinion leadership, consumer trust, purchase decisions, influencer authenticity, and the Implicit Association Test (IAT).

• Grade: 1,3
• Author: Anonym (Author)
• Publication Year: 2020
• Pages: 102
• Catalog Number: V1127948
• ISBN (eBook): 9783346488985
• ISBN (Book): 9783346488992
• Language: English
• Tags: does, development, cognitive, dissonance, inhibit, success, influencer, marketing, empirical, study, implicit, associations, towards, influencers, advertising, ambassadors