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Publication
O Impacto dos Micro-Influenciadores na intenção de compra da Geração Z
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Advisor(s)
Abstract(s)
A evolução progressiva das redes sociais transformou-as num poderoso meio de comunicação, levando as empresas a reduzir gastos com o marketing tradicional e a investirem no marketing digital. Um dos elementos cruciais desta tipologia de marketing é a utilização de influenciadores digitais - pessoas influentes que transmitem as suas opiniões, ideias, experiências e recomendações, de forma mais pessoal e interativa. Dentro destes, existem os micro-influenciadores digitais que, embora tenham um menor número de seguidores em comparação com as grandes celebridades, destacam-se pela sua autenticidade e eficiência em atingir o seu público.
A Geração Z é uma grande consumidora de conteúdos online, criativa e tem uma forte ligação gravitacional com a comunicação online. Por isso, torna-se importante compreender a relação entre os consumidores deste grupo demográfico e os micro-influenciadores. Neste sentido, este estudo procura compreender o impacto dos micro-influenciadores na intenção de compra da Geração Z, e relacionar, em primeiro lugar, as características dos micro-influenciadores com a sua credibilidade percebida, e, em segundo lugar, relacionar a credibilidade percebida, por sua vez, com a intenção de compra da Geração Z.
A revisão da literatura elaborada neste trabalho permitiu consolidar conceitos associados aos micro-influenciadores digitais, ao marketing de influência, às redes sociais, aos comportamentos do consumidor e da Geração Z e ao processo de tomada de decisão.
Foi elaborado o modelo conceptual, tendo sido definidas as hipóteses para o estudo em questão, que foram testadas através de um questionário online. Esta investigação teve por base um estudo quantitativo no qual se obteve uma amostra válida de 159 respostas, que permitiu analisar e avaliar quais as relações entre as características dos micro-influenciadores e a sua credibilidade percebida e como esta impacta a intenção de compra por parte da Geração Z.
The progressive evolution of social networks has transformed them into a powerful means of communication, leading companies to reduce traditional marketing spend and increase investment in digital marketing. One of the crucial elements of this marketing typology is the use of digital influencers - influential people who share their opinions, ideas, experiences, and recommendations in a more personal and interactive way than traditional marketing means do. With this, there are the digital micro-influencers who, despite having a smaller number of followers relative to big celebrities, stand out for their authenticity and efficiency in reaching their audiences. Generation Z is a major consumer of online content, creative and strongly gravitate towards online communication. Therefore, it is important to understand the relationship between consumers of this demographic group and micro-influencers. In this sense, this study seeks to understand the impact of micro-influencers on purchase intention of Generation Z, and relate first, micro-influencers’ characteristics to their perceived credibility, and second relate perceived credibility in turn to purchase intention of their audiences. The literature review developed in this paper allowed for the consolidation of concepts associated with digital micro-influencers, influencer marketing, social media, consumer and Generation Z behaviors, and the decision-making process. The conceptual model was developed, and the hypotheses for the study in question were defined and tested using an online questionnaire. This research was based on a quantitative study for which a valid sample of 159 responses was obtained. This allowed the analysis and evaluation of the relationship between the characteristics of micro-influencers and their perceived credibility and how this impacts the purchase intention of Generation Z.
The progressive evolution of social networks has transformed them into a powerful means of communication, leading companies to reduce traditional marketing spend and increase investment in digital marketing. One of the crucial elements of this marketing typology is the use of digital influencers - influential people who share their opinions, ideas, experiences, and recommendations in a more personal and interactive way than traditional marketing means do. With this, there are the digital micro-influencers who, despite having a smaller number of followers relative to big celebrities, stand out for their authenticity and efficiency in reaching their audiences. Generation Z is a major consumer of online content, creative and strongly gravitate towards online communication. Therefore, it is important to understand the relationship between consumers of this demographic group and micro-influencers. In this sense, this study seeks to understand the impact of micro-influencers on purchase intention of Generation Z, and relate first, micro-influencers’ characteristics to their perceived credibility, and second relate perceived credibility in turn to purchase intention of their audiences. The literature review developed in this paper allowed for the consolidation of concepts associated with digital micro-influencers, influencer marketing, social media, consumer and Generation Z behaviors, and the decision-making process. The conceptual model was developed, and the hypotheses for the study in question were defined and tested using an online questionnaire. This research was based on a quantitative study for which a valid sample of 159 responses was obtained. This allowed the analysis and evaluation of the relationship between the characteristics of micro-influencers and their perceived credibility and how this impacts the purchase intention of Generation Z.
Description
Keywords
Micro-Influenciadores Digitais Marketing de Influência Credibilidade Percebida Intenção de Compra Geração Z