Charged Choices - How influencer endorsement and time-limited offers shape credit card behavior
Master thesis
View/ Open
Date
2024Metadata
Show full item recordCollections
- Master of Science [1729]
Abstract
This master thesis investigates how influencer endorsements and time-limited
offers affect consumer credit payment behavior. With the rise of alternative
payment methods, credit cards have become a dominant choice, often leading to
overspending due to the psychological separation between purchase and payment,
known as the “pain of payment”.
The study addresses the gap in existing literature on the combined effects of
influencer marketing and time-limited offers on credit card usage. It focuses on
women in Norway, using a 2x2 factorial design to assess these variables’ impact.
The experiment involved 176 female respondents, divided into four groups, each
exposed to different conditions of influencer presence and time-limited offers.
Findings reveal that neither time-limited offers nor influencer presence alone
significantly increased the likelihood of making a purchase using credit.
Surprisingly, time-limited offers had a counterintuitive effect, where respondents
showed a lower purchase intention when presented with such offers. Additionally,
no significant interaction effect between influencer presence and time-limited
offers was found. However, a positive attitude towards credit payment options
was correlated with higher purchase intentions, and a positive perception of the
chosen influencer was associated with a more favorable attitude towards the
chosen brand.
The research enhances understanding of how modern marketing tactics influence
financial behavior, offering insights for academic study and practical strategies.
Limitations such as sample homogeneity and short-term focus are acknowledged,
with recommendations for future research to explore more diverse populations
and long-term effects. Given constraints like limited time and resources, this study
lays the groundwork for further exploration of the dynamics between influencer
marketing, time-limited offers, and consumer credit behavior.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024