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Publication
A perceção dos visualizadores sobre digital influencers em contexto de live video streaming: confiança e engagement como fatores de análise
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.1 MB | Adobe PDF |
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Abstract(s)
A evolução tecnológica e social, assim como a proliferação do meio digital criou novos paradigmas. O Marketing não é exceção pelo que existe uma variedade de técnicas, estratégias, ferramentas e comportamentos que emergiram ou sofreram de uma renovação. Esta dissertação de mestrado tem como objetivo estudar uma das componentes do Marketing Digital. A temática principal deste estudo é o Influencer Marketing em Live video streaming.O estudo procura saber se existe relação entre a perceção dos visualizadores dos Digital influencers, e o engagement e confiança com os mesmos. Os resultados do estudo, têm como objetivo auxiliar a aprofundar a relação entre as duas principais dimensões em análise.
Technological and social evolution, as well as the proliferation of the digital environment, have created new paradigms. Marketing is no exception so there are a variety of techniques, strategies, tools and behaviours that have emerged or suffered from a renewal. This master thesys aims to study one of the components of Digital Marketing. The main theme of this study is Influencer Marketing in live video streaming. The study examines if there is a relationship between the viewers’ perception of live video streaming digital influencers and the viewers’ trust and engagement. The results of the study aim to help deepen the relationship between the two main dimensions under analysis.
Technological and social evolution, as well as the proliferation of the digital environment, have created new paradigms. Marketing is no exception so there are a variety of techniques, strategies, tools and behaviours that have emerged or suffered from a renewal. This master thesys aims to study one of the components of Digital Marketing. The main theme of this study is Influencer Marketing in live video streaming. The study examines if there is a relationship between the viewers’ perception of live video streaming digital influencers and the viewers’ trust and engagement. The results of the study aim to help deepen the relationship between the two main dimensions under analysis.
Description
Keywords
Live video streaming Influencer Marketing Engagement Confiança Perceção