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Publicação
Impacto da credibilidade dos influenciadores Fitness portugueses na intenção de compra dos seus seguidores
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Este estudo teve como principal objetivo identificar e analisar as
alterações no comportamento dos consumidores quando
expostos a conteúdo publicado no Instagram proveniente de
personal trainers certificados ou influenciadores fitness e se a
perceção de credibilidade é o mecanismo que explica estas
relações. Outro dos objetivos é testar se o número de seguidores
tem um efeito moderador nas relações acima descritas.
Participaram neste estudo 212 indivíduos. A estes indivíduos
foram apresentados 4 cenários distintos (influenciador fitness
com muitos seguidores, influenciador fitness com poucos
seguidores, personal trainer com muitos seguidores e personal
trainer com poucos seguidores), tanto para os participantes do
género feminino como para os participantes do género
masculino.
Os resultados indicam-nos que a recomendação de um personal
trainer certificado (versus influenciador fitness) no Instagram
não tem um efeito significativo na intenção de compra de
produtos fitness, nos níveis de engagement e na intenção de
prática de exercício físico. Não se comprovou o efeito mediador
assim como não se comprovou o efeito moderador.
This study aimed to identify and analyze changes in consumer behavior when exposed to content published on Instagram from certified personal trainers or fitness influencers and whether the perception of credibility is the mechanism that explains these relationships. Another objective is to test whether the number of followers has a moderating effect on the relationships described above. 212 individuals participated in this study. These individuals were presented with 4 different scenarios (fitness influencer with many followers, fitness influencer with few followers, personal trainer with many followers and personal trainer with few followers), both for female participants and for male participants. The results indicate that the recommendation of a certified personal trainer (versus fitness influencer) on Instagram does not have a significant effect on the purchase intention of fitness products, on engagement levels and on the intention to exercise. The mediating effect has not been proven, nor has the moderating effect been proven.
This study aimed to identify and analyze changes in consumer behavior when exposed to content published on Instagram from certified personal trainers or fitness influencers and whether the perception of credibility is the mechanism that explains these relationships. Another objective is to test whether the number of followers has a moderating effect on the relationships described above. 212 individuals participated in this study. These individuals were presented with 4 different scenarios (fitness influencer with many followers, fitness influencer with few followers, personal trainer with many followers and personal trainer with few followers), both for female participants and for male participants. The results indicate that the recommendation of a certified personal trainer (versus fitness influencer) on Instagram does not have a significant effect on the purchase intention of fitness products, on engagement levels and on the intention to exercise. The mediating effect has not been proven, nor has the moderating effect been proven.
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Influenciadores Instagram Intenção de compra Credibilidade