Attitude

Effects of Influencer Marketing on Instagram

Joachim Riedl, Lisa von Luckwald
This study examines the effects of medium-range influencer Instagram postings compared to traditional print ads. Using cosmetic products as an example, the study examines how these alternative forms of advertising influence attitude components and consumers‘ propensity to buy. As a result, the advertising impact of the Instagram posting is lower…
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Wirkungen des Influencer-Marketing auf Instagram

Joachim Riedl, Lisa von Luckwald
Diese Studie vergleicht die Wirkungen von Instagram-Posts von Influencern mittlerer Reichweite mit traditionellen Printanzeigen. Am Beispiel von Kosmetikprodukten wird untersucht, wie sich diese unterschiedlichen Werbeformen auf  Einstellung und Kaufneigung der Konsumenten auswirken.
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The stability of Attitude and the Significance of Affective-emotional and Cognitive Components

Joachim Riedl, Sebastian Zips, Barbara Kallweit
Research on attitude has a long tradition in marketing. It has commonly been assumed that attitudes are relatively stable over time. Contrary to this hypothesis, this paper shows that merely confronting consumers with some cognitive criteria concerning brand evaluation can in fact change their rating in the short term. A…
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