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Publication
O branding pessoal nas redes sociais e a sua influência na perceção de confiança dos consumidores
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.29 MB | Adobe PDF |
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Abstract(s)
Num contexto de crescente valorização do branding pessoal nas redes sociais, esta investigação teve como objetivo compreender de que forma as perceções de autenticidade, consistência e valor percebido influenciam a confiança do consumidor em freelancers. Com base num modelo teórico sustentado nas escalas de Moulard et al. (2015), Sweeney & Soutar (2001) e Delgado-Ballester (2004), foi desenvolvido um questionário online aplicado a uma amostra de 302 participantes. Recorreu-se a métodos quantitativos de análise, incluindo estatística descritiva, testes de normalidade, correlações de Pearson, teste de Kruskal–Wallis e regressão linear múltipla (OLS). Os resultados revelaram correlações positivas e significativas entre todos os constructos analisados, sendo o valor percebido o preditor mais forte da confiança, seguido pela autenticidade e consistência. Verificaram-se ainda diferenças significativas entre grupos com diferentes níveis de experiência prévia com freelancers, particularmente nas variáveis autenticidade, valor percebido e confiança. Estes achados confirmam a relevância das dimensões do branding pessoal na construção de relações de confiança em ambiente digital, oferecendo contributos teóricos ao reforçar a aplicabilidade de modelos clássicos em contextos contemporâneos, e implicações práticas para freelancers que pretendem destacar-se e gerar credibilidade junto do seu público.
In a context of growing appreciation of personal branding on social networks, this research aimed to understand how perceptions of authenticity, consistency and perceived value influence consumer trust in freelancers. Based on a theoretical model supported by the scales of Moulard et al. (2015), Sweeney & Soutar (2001) and Delgado-Ballester (2004), an online questionnaire was developed and applied to a sample of 302 participants. Quantitative methods of analysis were used, including descriptive statistics, normality tests, Pearson correlations, the Kruskal-Wallis test and multiple linear regression (OLS). The results revealed positive and significant correlations between all the constructs analyzed, with perceived value being the strongest predictor of trust, followed by authenticity and consistency. There were also significant differences between groups with different levels of previous experience with freelancers, particularly in the variables authenticity, perceived value and trust. These findings confirm the relevance of the dimensions of personal branding in building relationships of trust in a digital environment, offering theoretical contributions by reinforcing the applicability of classic models in contemporary contexts, and practical implications for freelancers who want to stand out and generate credibility with their audience.
In a context of growing appreciation of personal branding on social networks, this research aimed to understand how perceptions of authenticity, consistency and perceived value influence consumer trust in freelancers. Based on a theoretical model supported by the scales of Moulard et al. (2015), Sweeney & Soutar (2001) and Delgado-Ballester (2004), an online questionnaire was developed and applied to a sample of 302 participants. Quantitative methods of analysis were used, including descriptive statistics, normality tests, Pearson correlations, the Kruskal-Wallis test and multiple linear regression (OLS). The results revealed positive and significant correlations between all the constructs analyzed, with perceived value being the strongest predictor of trust, followed by authenticity and consistency. There were also significant differences between groups with different levels of previous experience with freelancers, particularly in the variables authenticity, perceived value and trust. These findings confirm the relevance of the dimensions of personal branding in building relationships of trust in a digital environment, offering theoretical contributions by reinforcing the applicability of classic models in contemporary contexts, and practical implications for freelancers who want to stand out and generate credibility with their audience.
Description
Keywords
Branding pessoal Confiança Freelancers Redes sociais Valor percebido Autenticidade Consistência