Use this URL to cite or link to this record in EThOS:
Title: Exploring the role of celebrities' instagram accounts in changing the behaviour of consumers : case study of Kuwait
Author: Almerri, Rashed S. S. M. Alhaimer
ISNI:       0000 0004 7658 3716
Awarding Body: Brunel University London
Current Institution: Brunel University
Date of Award: 2017
Availability of Full Text:
Access from EThOS:
Access from Institution:
This study explores the credibility criteria and brand personality of celebrities' Instagram accounts within the context of Kuwait. In order to explore this issue, this study adopts Ohanian's (1990) model and Aakar's (1997) model for studying credibility criteria and brand personality; respectively. Regarding methodology, primary data were collected through focus groups and interviews with fans and Small Medium Enterprises' managers who follow celebrities' accounts. Furthermore, secondary data were carried out by approaching different corporate websites specialising in social media celebrities. The findings of this study indicate that there are distinctive taxonomies for the celebrities' accounts (i.e. sincerity, competence, sophisticated, excitement, and ruggedness). This is compatible with the Aaker's Model. Moreover, the findings indicate that followers of the Instagram accounts (i.e. SMEs and fans) are motivated by the attitudes and behaviour of the account holders who reflects Ohanian criteria of credibility (i.e. expertise, attractiveness, and trustworthiness). Regarding practical contribution, this study has developed a new model to investigate the potential relationships between ads produced by different celebrity accounts and the audience motivations to purchase. The main limitation of this study relates to the inability to generalise the findings without undermining their trustworthiness.
Supervisor: Ei-Tawy, N. Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: SMEs ; Credibility ; Aaker model ; Brand personality ; Social media