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Impacto do marketing de influência na decisão de compra no setor da beleza
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No âmbito do mestrado em Gestão de Marketing, realizado no Instituto Português de Administração de Marketing (IPAM), o presente trabalho tem como principal objetivo de contribuir para avaliar o impacto do Marketing de Influência na decisão de compra dos consumidores. Com o crescimento e a expansão do marketing de influência é essencial perceber de que forma este pode influenciar as decisões de compra dos consumidores, especialmente no setor da beleza que é o foco deste estudo. A autenticidade e a ligações que os influencers têm com a sua comunidade são fatores importantes a ter em consideração porque podem impactar significativamente a intenção de compra. Para isto foi realizado um estudo quantitativo, através de um questionário, para tentar perceber de que forma as campanhas de marketing feitas através de influencers têm efeito na decisão de compra dos consumidores.
Within the scope of the Master's in Marketing Management at the Portuguese Institute of Marketing Administration (IPAM), this study aims to contribute to evaluate the impact of Influencer Marketing on consumers’ purchasing decisions. With the growth and expansion of influencer marketing, it is essential to understand how it can affect consumers’ buying behavior, particularly within the beauty sector, which is the focus of this research. The authenticity and the connections that influencers maintain with their communities are key factors to consider, as they can significantly influence purchase intentions. To explore this, a quantitative study was conducted, through a questionnaire, to understand how marketing campaigns carried out by influencers affect consumers’ purchasing decisions.
Within the scope of the Master's in Marketing Management at the Portuguese Institute of Marketing Administration (IPAM), this study aims to contribute to evaluate the impact of Influencer Marketing on consumers’ purchasing decisions. With the growth and expansion of influencer marketing, it is essential to understand how it can affect consumers’ buying behavior, particularly within the beauty sector, which is the focus of this research. The authenticity and the connections that influencers maintain with their communities are key factors to consider, as they can significantly influence purchase intentions. To explore this, a quantitative study was conducted, through a questionnaire, to understand how marketing campaigns carried out by influencers affect consumers’ purchasing decisions.
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Marketing de influência Beleza Influencers Decisão de compra