A carregar...
Publicação
Influenciadores digitais no setor da beleza - Uma reflexão sobre o impacto no consumo da geração millennial
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 466.95 KB | Adobe PDF | |||
| 10.73 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
No panorama sociocultural em que se vive, mais digital
e conectado, onde o consumidor está cada vez mais
exigente, é necessário que as marcas se posicionem lado a-lado com o seu público, apostando assim, numa forte
estratégia digital. O recurso a influenciadores é da maior
importância, por estes serem capazes de criar uma
ligação emocional com a sua audiência, que as marcas
dificilmente conseguiriam ter. Porém é importante que as
empresas sejam seletivas no que toca aos influencers que
inserem nas suas estratégias, devendo avaliar com rigor
se estes, contemplam na sua totalidade aquilo que é
necessário para ter um poder de influência eficaz.
Neste contexto, a presente investigação procura entender
o impacto que os influenciadores digitais, através dos
seus atributos, têm no processo de decisão de compra de
produtos de beleza dos consumidores da geração
millennial.
Através de uma abordagem quantitativa, nomeadamente
na implementação de um inquérito ao consumidor em
análise, este estudo focou-se em compreender e analisar
os principais atributos dos influenciadores digitais, que
impactam o processo de decisão de compra dos
consumidores no setor de beleza, tendo-se chegado à
conclusão de que estes prendem-se com a credibilidade e
a especialização dos influenciadores na área da beleza, e,
as reviews (avaliações) de produtos por eles realizadas,
por forma a conceder conteúdo valioso e fiável onde o
consumidor possa, sobretudo, basear a sua procura por
informação acerca de produtos e/ou marcas do setor.
Given the sociocultural panorama in which we live, that is now more digital and connected, where the consumer is increasingly demanding, it is necessary that brands stand side-by-side with their audience while implementing a strong digital strategy. The use of influencers is of the utmost importance, since they are able to create an emotional connection with their audience, which brands hardly could. However, it is important that companies are selective in regard to the influencers that are included in their strategies, calling for the need to accurately assess whether they fully contemplate what is necessary to have an effective power of influence. In this context, this research seeks to understand the impact that digital influencers, through their attributes, have on the decision-making process of purchasing beauty products from millennial consumers. Through a quantitative approach, especially by the implementation of a consumer survey under analysis, this study focused on understanding and analyzing the main attributes of digital influencers, which impact the decision making process of consumers in the beauty sector. It has been concluded that these factors relate to the credibility and specialization of influencers in the beauty industry, and the product reviews carried out by them in order to provide valuable and reliable content where the consumer can, above all, base his search for information about products and/or brands in the field.
Given the sociocultural panorama in which we live, that is now more digital and connected, where the consumer is increasingly demanding, it is necessary that brands stand side-by-side with their audience while implementing a strong digital strategy. The use of influencers is of the utmost importance, since they are able to create an emotional connection with their audience, which brands hardly could. However, it is important that companies are selective in regard to the influencers that are included in their strategies, calling for the need to accurately assess whether they fully contemplate what is necessary to have an effective power of influence. In this context, this research seeks to understand the impact that digital influencers, through their attributes, have on the decision-making process of purchasing beauty products from millennial consumers. Through a quantitative approach, especially by the implementation of a consumer survey under analysis, this study focused on understanding and analyzing the main attributes of digital influencers, which impact the decision making process of consumers in the beauty sector. It has been concluded that these factors relate to the credibility and specialization of influencers in the beauty industry, and the product reviews carried out by them in order to provide valuable and reliable content where the consumer can, above all, base his search for information about products and/or brands in the field.
Descrição
Palavras-chave
Marketing de influência Influenciadores digitais Comportamento do consumidor Setor da beleza