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Publication
Influencers no Instagram: o impacto da interação parassocial, da credibilidade e da autenticidade na intenção de compra: um estudo experimental
| Name: | Description: | Size: | Format: | |
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| 5.93 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O marketing de influência surgiu como uma abordagem
prática para as marcas comunicarem e terem um maior
envolvimento com os seus seguidores. Como a literatura
sugere, a relação entre influenciadores e marcas pode ser
mutuamente benéfica. O sector de beleza e cosméticos
tornou-se o sector mais desenvolvido nesta nova estratégia,
cada vez mais as marcas deste sector recorrem aos
influenciadores digitais com esse propósito e estes têm-se
revelado bastante eficazes em influenciar a intenção de
compra dos seus seguidores.
No entanto, para que esta estratégia de marketing tenha
sucesso é fundamental que as marcas tenham conhecimento
das características que os consumidores mais valorizam nos
influenciadores digitais, permitindo-lhes associar-se ao
influenciador digital certo, investindo assim numa estratégia
adequada.
Assim, especificamente, o presente estudo pretende: (1) testar
qual o impacto que a interação parassocial tem na intenção de
compra, (2) testar qual o impacto que a credibilidade da fonte
tem na intenção de compra, (3) testar qual o impacto que a
autenticidade da fonte tem na intenção de compra, (4) testar
qual o impacto nas variáveis mencionadas quando o grau de
envolvimento com o produto é considerado. Foi elaborada
uma pesquisa quantitativa, utilizando o método experimental,
no qual foi realizado um questionário com 303 respostas
validadas.
De acordo com os resultados finais, foi possível verificar que
quando os consumidores são expostos a um produto de alto
envolvimento, apenas a autenticidade e a credibilidade da
fonte têm influência na intenção de compra, por outro lado,
quando expostos a um produto de baixo envolvimento,
apenas a interação parassocial e a credibilidade da fonte
impactam a intenção de compra dos consumidores. No
entanto, a credibilidade da fonte tem um maior impacto na
intenção de compra de produtos de baixo envolvimento do
que na intenção de compra de produtos de alto envolvimento.
brands to communicate and have greater engagement with their followers. As the literature suggests, the relationship between influencers and brands can be mutually beneficial. The beauty and cosmetics sector has become the most developed sector in this new strategy, more and more brands in this sector are resorting to digital influencers for this purpose and these have proved to be quite effective in influencing the purchase intention of their followers. However, for this marketing strategy to be successful, it is essential that brands are aware of the characteristics that consumers most value in digital influencers, allowing them to associate with the right digital influencer, thus investing in an appropriate strategy. Thus, specifically, this study aims to: (1) test what impact parasocial interaction has on purchase intention, (2) test what impact source credibility has on purchase intention, (3) test what impact that the authenticity of the source has on the purchase intention, (4) test what is the impact on the mentioned variables when the degree of involvement with the product is considered. A quantitative survey was carried out, using the experimental method, in which a questionnaire with 303 validated responses was carried out. According to the final results, it was possible to verify that when consumers are exposed to a high involvement product, only the authenticity and credibility of the source have an influence on the purchase intention, on the other hand, when exposed to a low involvement product , only the parasocial interaction and the credibility of the source impact the purchase intention of consumers. However, the credibility of the source has a greater impact on the intention to buy low-involvement products than on the intention to buy high-involvement products.
brands to communicate and have greater engagement with their followers. As the literature suggests, the relationship between influencers and brands can be mutually beneficial. The beauty and cosmetics sector has become the most developed sector in this new strategy, more and more brands in this sector are resorting to digital influencers for this purpose and these have proved to be quite effective in influencing the purchase intention of their followers. However, for this marketing strategy to be successful, it is essential that brands are aware of the characteristics that consumers most value in digital influencers, allowing them to associate with the right digital influencer, thus investing in an appropriate strategy. Thus, specifically, this study aims to: (1) test what impact parasocial interaction has on purchase intention, (2) test what impact source credibility has on purchase intention, (3) test what impact that the authenticity of the source has on the purchase intention, (4) test what is the impact on the mentioned variables when the degree of involvement with the product is considered. A quantitative survey was carried out, using the experimental method, in which a questionnaire with 303 validated responses was carried out. According to the final results, it was possible to verify that when consumers are exposed to a high involvement product, only the authenticity and credibility of the source have an influence on the purchase intention, on the other hand, when exposed to a low involvement product , only the parasocial interaction and the credibility of the source impact the purchase intention of consumers. However, the credibility of the source has a greater impact on the intention to buy low-involvement products than on the intention to buy high-involvement products.
Description
Keywords
Marketing de influência Instagram Interação parassocial Credibilidade Autenticidade Grau de envolvimento do produto Intenção de compra