Beauty Filters 1
Published: 5 August 2024| Version 1 | DOI: 10.17632/9344dhyhhc.1
Contributor:
Melby Karina Zuniga HuertasDescription
Participants watched an Instagram video of a female influencer showcasing a product while playing with her hair. They viewed the video for at least 20 seconds and then completed a 7-point Likert scale questionnaire. Perception of beauty filters was assessed with three items (α=0.87). Attitude toward the content was measured using a 14-item hedonic attitude scale (α=0.95). The influencer's authenticity was evaluated based on integrity (α=0.87). Engagement and purchase intentions were rated on a 7-point scale, assessing the likelihood of following, sharing, or buying the endorsed product. Demographic data was collected at the end.
Files
Steps to reproduce
Version 2.05 of the PROCESS macro for SPSS Hayes (2013), model 6 with default settings (Bootstrapping = 1000).
Institutions
Fundacao Educacional Inaciana Padre Saboia de Medeiros
Categories
Marketing, Consumer Behavior, Consumer Intention