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Publication
Gestão do relacionamento entre influencers digitais e os seus seguidores: os efeitos do reconhecimento dos seguidores acerca do endosso pago e da publicidade paga
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Advisor(s)
Abstract(s)
A presente dissertação pretendeu investigar a seguinte questão: Qual a influência que o reconhecimento do endosso pago e da publicidade paga têm na relação entre influencer digital e seguidores e a sua consequente intenção comportamental? Por outras palavras, procurou-se primeiramente estudar, o impacto que cada uma das quatro dimensões de relacionamento (confiança, controlo mútuo, comprometimento e satisfação) tem nas intenções comportamentais (e-WoM e intenção de compra). Também procurou-se estudar, se o reconhecimento do endosso pago e da publicidade paga modera o relacionamento que existe entre influencer digital e os seus seguidores e as suas consequentes intenções comportamentais.
Para o efeito, foi decidido replicar, em Portugal, a pesquisa realizada por Dhanesh, G. S., & Duthler, G. (2019). Ao modelo inicial optou-se por aceitar respostas do género masculino.
Efetuou-se um estudo com metodologia quantitativa, mediante um inquérito através de questionários online, a pessoas com idades compreendidas entre os 18 e os 65 anos, onde se obteve um total de 249 participantes.
Com o estudo pôde-se concluir que os seguidores ao se sentirem satisfeitos com a relação que têm com o influencer digital que seguem nas redes sociais tendem a comprar e a partilhar as suas opiniões com os seus próximos. Quanto maior o reconhecimento que os influencers digitais são endossados por certas marcas, maior a confiança, o controlo mútuo e o comprometimento do seguidor com a relação que tem com o influencer digital e a sua consequente eletronic word-of-mouth. Quanto maior o reconhecimento que os influencers digitais são pagos em diversos posts que colocam por certas marcas, maior a confiança, a satisfação o controlo mútuo e o comprometimento do seguidor com a relação que tem com o influencer digital. Por fim, o reconhecimento do endosso pago tem um efeito moderador entre a satisfação do seguidor na relação que tem com o influencer digital e a sua consequente intenção de compra.
This project aimed to investigate the following question: What is the influence that the recognition of paid endorsement and paid advertising have on the relationship between digital influencer and followers and their consequent behavioral intention? In other words, we first tried to study the impact that each of the four relationship dimensions (trust, mutual control, commitment, and satisfaction) has on behavioral intentions (e-WoM and purchase intention). We also found to study whether the recognition of paid endorsement and paid advertising moderates the relationship that exists between digital influencers and their followers and their consequent behavioral intentions. For this purpose, it was decided to replicate, in Portugal, the research carried out by Dhanesh, G. S., & Duthler, G. (2019). The initial model chose to accept responses from the male gender. We conducted a study with a quantitative methodology through a survey through online questionnaires to people aged between 18 and 65, with a total of 249 participants. With the study it can be concluded that followers, when feeling satisfied with the relationship that have with the influencers, they follow on social networks, tend to buy and share their opinions with their close friends. The greater the recognition that digital influencers are endorsed by certain brands, the greater the trust, mutual control and commitment of the follower to the relationship they have with the digital influencer and their consequent electronic word-of-mouth. The greater the recognition that digital influencers are paid for in various posts that they post for certain brands, the greater the trust, satisfaction, mutual control and commitment of the follower with the relationship they have with the digital influencer. Finally, the recognition of the paid endorsement has a moderating effect between the follower's satisfaction in the relationship he has with the digital influencer and his consequent purchase intention.
This project aimed to investigate the following question: What is the influence that the recognition of paid endorsement and paid advertising have on the relationship between digital influencer and followers and their consequent behavioral intention? In other words, we first tried to study the impact that each of the four relationship dimensions (trust, mutual control, commitment, and satisfaction) has on behavioral intentions (e-WoM and purchase intention). We also found to study whether the recognition of paid endorsement and paid advertising moderates the relationship that exists between digital influencers and their followers and their consequent behavioral intentions. For this purpose, it was decided to replicate, in Portugal, the research carried out by Dhanesh, G. S., & Duthler, G. (2019). The initial model chose to accept responses from the male gender. We conducted a study with a quantitative methodology through a survey through online questionnaires to people aged between 18 and 65, with a total of 249 participants. With the study it can be concluded that followers, when feeling satisfied with the relationship that have with the influencers, they follow on social networks, tend to buy and share their opinions with their close friends. The greater the recognition that digital influencers are endorsed by certain brands, the greater the trust, mutual control and commitment of the follower to the relationship they have with the digital influencer and their consequent electronic word-of-mouth. The greater the recognition that digital influencers are paid for in various posts that they post for certain brands, the greater the trust, satisfaction, mutual control and commitment of the follower with the relationship they have with the digital influencer. Finally, the recognition of the paid endorsement has a moderating effect between the follower's satisfaction in the relationship he has with the digital influencer and his consequent purchase intention.
Description
Keywords
Influencers digitais Endosso pago Reconhecimento de publicidade Boca-a-boca eletrónico Intenção de compra Relacionamento entre seguidores e influencers digitais Marketing de influência