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Publication
Marketing de influência no Youtube: como parcerias entre marcas e criadores de contéudo impactam a perceção do consumidor
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Abstract(s)
O presente estudo teve como objetivo analisar de que forma parcerias entre marcas e criadores de conteúdo no YouTube influenciam a perceção da marca por parte dos consumidores. A investigação baseou-se num modelo conceptual que integrou cinco variáveis: quatro variáveis independentes, autenticidade percebida, credibilidade percebida, liberdade criativa percebida e irritação percebida, utilizadas para perceber qual a sua relação com a variável dependente, perceção de marca. A recolha de dados foi realizada através de um questionário, tendo sido recolhidas respostas de 132 utilizadores da plataforma. Foram realizadas análises de correlação de Pearson e regressão linear múltipla para testar as hipóteses formuladas. Os resultados revelaram que a autenticidade e a credibilidade percebidas têm um impacto positivo significativo na perceção da marca, enquanto a irritação percebida apresenta um efeito negativo significativo. A liberdade criativa percebida, apesar de valorizada, não demonstrou um efeito estatisticamente relevante no modelo multivariado. Estes achados reforçam a importância da autenticidade, credibilidade e adequação do conteúdo nas estratégias de marketing de influência, particularmente no contexto do YouTube.
The present study aimed to analyze how partnerships between brands and content creators on YouTube influence consumers’ brand perception. The research was based on a conceptual model comprising five variables: four independent variables, perceived authenticity, perceived credibility, perceived creative freedom, and perceived irritation, used to understand what their relation with the dependent variable, brand perception, is. Data collection was carried out through a questionnaire, with responses gathered from 132 users of the platform. Pearson correlation and multiple linear regression analyses were conducted to test the proposed hypotheses. The results showed that perceived authenticity and credibility have a significant positive impact on brand perception, while perceived irritation has a significant negative effect. Although highly valued by participants, perceived creative freedom did not present a statistically significant effect in the multivariate model. These findings highlight the importance of authenticity, credibility, and content appropriateness in influencer marketing strategies, particularly in the YouTube space.
The present study aimed to analyze how partnerships between brands and content creators on YouTube influence consumers’ brand perception. The research was based on a conceptual model comprising five variables: four independent variables, perceived authenticity, perceived credibility, perceived creative freedom, and perceived irritation, used to understand what their relation with the dependent variable, brand perception, is. Data collection was carried out through a questionnaire, with responses gathered from 132 users of the platform. Pearson correlation and multiple linear regression analyses were conducted to test the proposed hypotheses. The results showed that perceived authenticity and credibility have a significant positive impact on brand perception, while perceived irritation has a significant negative effect. Although highly valued by participants, perceived creative freedom did not present a statistically significant effect in the multivariate model. These findings highlight the importance of authenticity, credibility, and content appropriateness in influencer marketing strategies, particularly in the YouTube space.
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Keywords
Marketing de influência YouTube Perceção de marca Autenticidade Credibilidade Irritação