Project Details
Description
General objective
Establish the effect that the personality traits of the dark triad (narcissism, Machiavellianism and psychopathy) of human vs digital influencers have on the responses of users of the social network Instagram.
Specific objectives
• Establish the influence of narcissism as a perceived personality trait of the human influencer versus the digital one, in (a) the intention to follow him (b) attitude towards the brand (c) purchase intention of the product promoted by the influencer, and how they mediate in This effect (a) the credibility of the influencer, and (b) trust in the influencer.
• Establish the influence of Machiavellianism as a perceived personality trait of the human influencer versus the digital one, in (a) the intention to follow him (b) attitude towards the brand (c) purchase intention of the product promoted by the influencer, and how they mediate in This effect (a) the credibility of the influencer, and (b) trust in the influencer.
• Establish the influence of psychopathy as a perceived personality trait of the human influencer versus the digital one, in (a) the intention to follow him (b) attitude towards the brand (c) purchase intention of the product promoted by the influencer, and how they mediate in this effect (a) the credibility of the influencer, and (b) trust in the influencer. Meet the project objective on time and with the assigned resources.
Establish the effect that the personality traits of the dark triad (narcissism, Machiavellianism and psychopathy) of human vs digital influencers have on the responses of users of the social network Instagram.
Specific objectives
• Establish the influence of narcissism as a perceived personality trait of the human influencer versus the digital one, in (a) the intention to follow him (b) attitude towards the brand (c) purchase intention of the product promoted by the influencer, and how they mediate in This effect (a) the credibility of the influencer, and (b) trust in the influencer.
• Establish the influence of Machiavellianism as a perceived personality trait of the human influencer versus the digital one, in (a) the intention to follow him (b) attitude towards the brand (c) purchase intention of the product promoted by the influencer, and how they mediate in This effect (a) the credibility of the influencer, and (b) trust in the influencer.
• Establish the influence of psychopathy as a perceived personality trait of the human influencer versus the digital one, in (a) the intention to follow him (b) attitude towards the brand (c) purchase intention of the product promoted by the influencer, and how they mediate in this effect (a) the credibility of the influencer, and (b) trust in the influencer. Meet the project objective on time and with the assigned resources.
| Status | Finished |
|---|---|
| Effective start/end date | 10/9/23 → 10/9/24 |
UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):
Main Funding Source
- Incubator
Location
- Bogotá D.C.
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