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O papel dos influenciadores digitais do setor de Lyfestyle: impacto na intenção de compra no Instagram
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.39 MB | Adobe PDF |
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Abstract(s)
O meio digital tem vindo a crescer de forma exponencial, há até autores que afirmam já estarmos numa era pós-digital. As redes sociais, em especial o Instagram são um dos grandes exemplos da adaptação da vida ao mundo digital, é nesta premissa que se baseia a aposta das organizações neste tipo de Social Media. Os influenciadores Digitais
surgem do crescimento do mundo digital e das redes sociais, com o
poder de formular opiniões nos seus seguidores e influenciá-los através
da partilha do seu dia-a-dia.
Este estudo tem como objetivo analisar as variáveis: confiança, segurança, qualidade de informação, entretenimento, experiência, credibilidade e intenção de compra, com o intuito de dar resposta à questão principal “Quais as estratégias que os influenciadores digitais mais utilizam para incentivar a compra por parte de utilizadores do Instagram no setor do lifestyle?”
O estudo seguiu numa primeira fase um caráter qualitativo onde várias
influenciadoras digitais foram inquiridas sobre os métodos que utilizavam
para influenciar os seus seguidores a comprar e numa segunda fase um
caráter quantitativo através de questionário difundido a uma amostra de conveniência, posteriormente analisado através do SPSS (Software de análise estatística).
Os resultados do estudo demostram que as variáveis que mais impactam os utilizadores do Instagram são a credibilidade que os influenciadores digitais transparecem e o entretenimento que proporcionam.
The digital media has been growing exponentially, there are even authors who claim that we are already in a post-digital era. Social networks, especially Instagram, are one of the great examples of the adaptation of life to the digital world, and it is on this premise that the bet of organizations on this type of Social Media is based. Digital influencers arise from the growth of the digital world and social networks, with the power to formulate opinions in their followers and influence them by sharing their daily lives. This study aims to analyze the variables: trust, safety, quality of information, entertainment, experience, credibility and purchase intention, in order to answer the main question "What strategies digital influencers use most to encourage purchase by Instagram users in the lifestyle sector?" The study followed in a first phase a qualitative character where several digital influencers were asked about the methods they used to influence their followers to buy, and in a second phase a quantitative character through a questionnaire distributed to a convenience sample, later analyzed using SPSS (Statistical Analysis Software). The results of the study show that the variables that most impact Instagram users are the credibility that digital influencers exude and the entertainment they provide.
The digital media has been growing exponentially, there are even authors who claim that we are already in a post-digital era. Social networks, especially Instagram, are one of the great examples of the adaptation of life to the digital world, and it is on this premise that the bet of organizations on this type of Social Media is based. Digital influencers arise from the growth of the digital world and social networks, with the power to formulate opinions in their followers and influence them by sharing their daily lives. This study aims to analyze the variables: trust, safety, quality of information, entertainment, experience, credibility and purchase intention, in order to answer the main question "What strategies digital influencers use most to encourage purchase by Instagram users in the lifestyle sector?" The study followed in a first phase a qualitative character where several digital influencers were asked about the methods they used to influence their followers to buy, and in a second phase a quantitative character through a questionnaire distributed to a convenience sample, later analyzed using SPSS (Statistical Analysis Software). The results of the study show that the variables that most impact Instagram users are the credibility that digital influencers exude and the entertainment they provide.
Description
Keywords
Influenciadores Digitais Instagram Compra Digital