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Abstract(s)
O Marketing de Influência parece ser mais importante do que nunca para conectar as empresas com os consumidores. Os Influenciadores Digitais destacam-se por serem credíveis e confiáveis pela forma como transmitem as suas experiências, opiniões e recomendações aos seus seguidores. O consumo ético é um mercado que tem vindo a crescer devido ao aumento da consciencialização por parte do consumidor e uma das áreas onde se nota essa alteração é na procura de cosméticos. Este estudo procura compreender o impacto dos influenciadores na Intenção de compra de cosmética Cruelty-Free, e relacionar as características dos influenciadores com a sua Credibilidade Percebida e esta por sua vez, com a Intenção de Compra.
A investigação é do foro quantitativo, sob forma de um questionário online, que resultou de uma amostra de 166 inquiridos. O questionário contou com a base teórica de Sokolova e Kefi (2019). A análise estatística foi realizada através dos Alphas de Cronbach, Correlação de Spearman e Regressões Lineares Múltiplas. A presente investigação permitiu afirmar que a Atratividade Física e a Atitude Homofílica têm um impacto positivo na Credibilidade Percecionada dos Influenciadores Digitais e que a Credibilidade Percebida tem impacto sobre a Intenção de Compra. Constatou-se ainda que a Atitude Homofílica tem impacto positivo na Intenção de Compra, mas que a Atratividade Física necessita da variável Credibilidade Percebida como mediadora para ter impacto na Intenção de Compra.
Influencer Marketing seems to be more important than ever to connect companies with consumers. Digital Influencers stand out for being credible and reliable in the way they share their experiences, opinions and recommendations to their followers. Ethical consumption is a market that has been growing due to increased consumer awareness and one of the areas where this change is noticeable is the demand for cosmetics. The aim of this study is to understand the impact of influencers on the purchase intention of Cruelty-Free Cosmetics, and connect the characteristics of influencers with their perceived credibility and this, in turn, with purchase intention. The investigation is quantitative, in the form of an online questionnaire, which resulted from a sample of 166 respondents. The questionnaire had the theoretical basis of Sokolova and Kefi (2019). Statistical Analysis through Cronbach's Alphas, Spearman's correlation and Multiple Linear Regressions. The present investigation concluded that Physical Attractiveness and Homophilic Attitude have a positive impact on the Perceived Credibility of Digital Influencers and that Perceived Credibility has an impact on Purchase Intention. It was also found that the Homophilic Attitude has a positive impact on Purchase Intention, but that Physical Attractiveness requires the Perceived Credibility variable as a mediator to have an impact on Purchase Intention.
Influencer Marketing seems to be more important than ever to connect companies with consumers. Digital Influencers stand out for being credible and reliable in the way they share their experiences, opinions and recommendations to their followers. Ethical consumption is a market that has been growing due to increased consumer awareness and one of the areas where this change is noticeable is the demand for cosmetics. The aim of this study is to understand the impact of influencers on the purchase intention of Cruelty-Free Cosmetics, and connect the characteristics of influencers with their perceived credibility and this, in turn, with purchase intention. The investigation is quantitative, in the form of an online questionnaire, which resulted from a sample of 166 respondents. The questionnaire had the theoretical basis of Sokolova and Kefi (2019). Statistical Analysis through Cronbach's Alphas, Spearman's correlation and Multiple Linear Regressions. The present investigation concluded that Physical Attractiveness and Homophilic Attitude have a positive impact on the Perceived Credibility of Digital Influencers and that Perceived Credibility has an impact on Purchase Intention. It was also found that the Homophilic Attitude has a positive impact on Purchase Intention, but that Physical Attractiveness requires the Perceived Credibility variable as a mediator to have an impact on Purchase Intention.
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Keywords
Marketing de influência Influenciadores Digitais Intenção de compra Credibilidade Percebida Cosméticos Cruelty-free