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Publication
A atuação do Digital Influencer no processo de comportamento de compra de produtos de beleza
| Name: | Description: | Size: | Format: | |
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| 2.48 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Os digital influencers, conhecidos como usuários digitais com a habilidade de
disseminar e viralizar mensagens que afetam comunidades em ambiente virtual, surgiram
em meados de 2000, monopolizando as redes sociais e causando inúmeros efeitos na
sociedade atual. A investigação é de importância para aprofundar a temática dos digital
influencers, assim como analisar de que forma estes interferem no comportamento de
compra de produtos de beleza, e qual o seu papel no processo. Este estudo realizou uma
pesquisa de natureza quantitativa, baseando - se num estudo de hipóteses que objetivou
analisar as motivações e o processo de decisão do comportamento. Foi utilizado como
escopo a Teoria da Ação Planeada de Ajzen para elaboração de um questionário, que foi
aplicado a uma amostra total de 217 indivíduos, sendo validada 190 respostas. Para
mensuração das variáveis e dos resultados, foi conduzida uma Análise Fatorial
Confirmatória, tendo sido confirmadas 7 das 9 hipóteses elaboradas para o estudo. De início
o intuito era utilizar a variável demográfica de localização entre Portugal e Brasil, mas que
acabou por não revelar uma relação significativa devido a uma diferença discrepante na
obtenção de mais respostas de um país comparativamente ao outro. Foi possível perceber as
variáveis influenciadoras no processo de compra de produtos cosméticos, e o papel que os
influenciadores digitais possuem como mediadores de comportamento. Conclui-se que não
são mediadores diretos na intenção de aquisição de produtos.
Digitais influencers, known as digital users with the ability to disseminate and viralize messages that affect communities in a virtual environment, emerged in the mid-2000s, monopolizing social networks and causing countless effects on today's society. The importance of this investigation is to deepen the theme of digital influencers, as well as to analyze how they interfere in the buying behavior of beauty products, and what is their role in the process. This study carried out a quantitative research, based on a study of hypotheses that aimed to analyze the motivations and the behavior decision process. Ajzen's Planned Action Theory was used as a scope for the elaboration of a questionnaire, which was applied to a total sample of 217 individuals, with 190 responses being validated. To measure the variables and the results, a Confirmatory Factor Analysis was conducted, with 7 of the 9 hypotheses elaborated for the study being confirmed. At first the intention was to use the demographic variable of location between Portugal and Brazil, but it ended up not revealing a significant relationship due to a discrepant difference in obtaining more responses from one country compared to the other. It was possible to perceive the influencing variables in the purchasing process of cosmetic products, and the role that digital influencers have as mediators in behavior. It is concluded that they are not direct mediators in the intention of purchasing products.
Digitais influencers, known as digital users with the ability to disseminate and viralize messages that affect communities in a virtual environment, emerged in the mid-2000s, monopolizing social networks and causing countless effects on today's society. The importance of this investigation is to deepen the theme of digital influencers, as well as to analyze how they interfere in the buying behavior of beauty products, and what is their role in the process. This study carried out a quantitative research, based on a study of hypotheses that aimed to analyze the motivations and the behavior decision process. Ajzen's Planned Action Theory was used as a scope for the elaboration of a questionnaire, which was applied to a total sample of 217 individuals, with 190 responses being validated. To measure the variables and the results, a Confirmatory Factor Analysis was conducted, with 7 of the 9 hypotheses elaborated for the study being confirmed. At first the intention was to use the demographic variable of location between Portugal and Brazil, but it ended up not revealing a significant relationship due to a discrepant difference in obtaining more responses from one country compared to the other. It was possible to perceive the influencing variables in the purchasing process of cosmetic products, and the role that digital influencers have as mediators in behavior. It is concluded that they are not direct mediators in the intention of purchasing products.
Description
Keywords
Digital influencers Ambiente virtual Comportamento de compra Produtos cosméticos