Keywords
YouTube: Instagram: TikTok: Generation Z: Advertisement: Influencer
Abstract
Social media marketing has opened a unique spot for Social Media Influencers. With their fame comes a lot of power over their follower's actions. Many things are at play when an influencer works with a brand to create promotional content for a product. Flow theory suggests that an abrupt advertisement does not match the pace or aesthetic of the content they are currently consuming. When one's viewing is abruptly interrupted by an advertisement, the consumers are now aggravated by the product. Distinctive characteristics of different platforms are likely to develop flow differently. This study analyzed how passive versus active product placement differentially affects purchase intention and other consumer responses on TikTok, Instagram, and YouTube platforms.
Thesis Completion Year
2024
Thesis Completion Semester
Fall
Thesis Chair
Dr. Ann Miller
College
College of Sciences
Department
Nicholson School of Communication and Media
Thesis Discipline
Human Communication
Language
English
Access Status
Open Access
Length of Campus Access
None
Campus Location
UCF Downtown
STARS Citation
Annaloro, Sophia R., "Influencers Endorsement Advertising Methods On Different Social Media Platforms" (2024). Honors Undergraduate Theses. 166.
https://stars.library.ucf.edu/hut2024/166
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, E-Commerce Commons, Film and Media Studies Commons, Marketing Commons, Mass Communication Commons, Other Social and Behavioral Sciences Commons, Social Influence and Political Communication Commons, Social Media Commons
Rights Statement
