Percorrer por autor "Souissi, Sarra"
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- The impact of the luxury influencer's background and story on women's luxury purchase intention and conscientiousness as a moderatorPublication . Souissi, Sarra; Mendonça, CristinaThe purpose of this thesis is to determine whether the background and story of luxury influencers affect women's luxury items purchase intention, while taking the conscientiousness personality trait into consideration. Conscientiousness is addressed in this thesis since research demonstrates that conscientiousness individuals are self-disciplined and hence less likely to engage with luxury items. The influencer identification, purchase intention, and conscientiousness scale were measured and used to better assess the effect of the background and influencer story on purchase intention. An online survey was conducted to gather information, and 86 valid answers were received. The current research demonstrated no significant impact of the background and stories of luxury influencers on customers' purchasing intentions for luxury items. Besides, results demonstrated that consumer conscientiousness did not moderate the effect between the backgrounds of luxury influencers and their impact on customers' purchase intention for luxury product. By examining a new approach, this thesis contributes to academic knowledge and management decision-making by improving our understanding of the impact of influencers' stories and their ability to engage consumers and influence their purchase intention in the emerging luxury market, as well as by providing a deeper understanding of the role of conscientiousness as a personality trait in the purchase decision.