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O papel dos influencers digitais na criação de microtendencias no fast fashion: caso Zara, Inditex
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Abstract(s)
A presente dissertação analisa o impacto dos influenciadores digitais na criação de microtendências no sector do fast fashion, com particular enfoque na marca Zara. O estudo investiga a relação entre a exposição a conteúdos promovidos por influenciadores, a perceção da sua credibilidade, o envolvimento dos seguidores e o comportamento de compra impulsivo, adotando uma abordagem quantitativa com consumidores portugueses (18-34 anos). Os resultados evidenciam que a exposição reiterada a publicações exerce efeito significativo no envolvimento dos consumidores e na sua propensão para decisões impulsivas, sendo a impulsividade mediador central neste processo. Embora a credibilidade dos influenciadores seja relevante, o seu impacto revelou-se menos pronunciado, possivelmente devido ao crescente ceticismo face a conteúdos patrocinados. O estudo contribui para o conhecimento sobre estratégias de marketing digital no fast fashion, destacando a importância de parcerias autênticas que conciliem urgência com transparência. As implicações práticas incluem recomendações para marcas, influenciadores e consumidores, visando um consumo mais informado e sustentável.
This dissertation examines the impact of digital influencers on creating microtrends in the fast fashion sector, with particular focus on the Zara brand. The study investigates the relationship between exposure to influencer content, perceived credibility, follower engagement, and impulsive buying behavior, using a quantitative approach with portuguese consumers (aged 18-34). Results show that repeated exposure to posts significantly affects consumer engagement and impulsive decisions, with impulsivity emerging as a key mediator. While influencer credibility remains relevant, its impact proved less pronounced, likely due to growing skepticism toward sponsored content. The study contributes to knowledge about digital marketing strategies in fast fashion, highlighting the importance of authentic partnerships that balance urgency with transparency. Practical implications include recommendations for brands, influencers and consumers to promote more informed and sustainable consumption.
This dissertation examines the impact of digital influencers on creating microtrends in the fast fashion sector, with particular focus on the Zara brand. The study investigates the relationship between exposure to influencer content, perceived credibility, follower engagement, and impulsive buying behavior, using a quantitative approach with portuguese consumers (aged 18-34). Results show that repeated exposure to posts significantly affects consumer engagement and impulsive decisions, with impulsivity emerging as a key mediator. While influencer credibility remains relevant, its impact proved less pronounced, likely due to growing skepticism toward sponsored content. The study contributes to knowledge about digital marketing strategies in fast fashion, highlighting the importance of authentic partnerships that balance urgency with transparency. Practical implications include recommendations for brands, influencers and consumers to promote more informed and sustainable consumption.
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Keywords
Influenciadores digitais Microtendências Fast fashion Zara Impulsividade de compra Marketing de moda