Loading...
Publication
O impacto dos micro-influenciadores no passa-palavra de produtos e marcas através do instagram
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 7.11 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A constante evolução tecnológica, que resultou no desenvolvimento das redes sociais e no crescimento acentuado da comunicação por meio digital, vieram mudar não só a forma como as marcas comunicam com os consumidores, mas também a forma como os consumidores se comunicam entre si. Esta nova forma de comunicação resultou também em novos hábitos de compra e de consumo, dinamizados através da partilha e do passa-palavra entre indivíduos no meio digital.
O consumidor da atualidade é muito mais informado e exigente, devido à elevada quantidade de informação e oferta disponíveis online. Nesta nova Era de “consumo” digital, torna-se fulcral para as marcas adaptarem as suas estratégias e táticas de Marketing e estarem onde estão os seus consumidores. Uma das formas utilizadas pelas marcas para o fazer é através de influenciadores digitais. No entanto, existe uma lacuna no que diz respeito a influenciadores digitais de menor dimensão. Neste sentido, a presente dissertação pretende explorar melhor a categoria de Micro- Influenciadores Digitais e tem como objetivo geral compreender qual o seu impacto no passa-palavra associado a produtos e marcas através da plataforma digital Instagram, bem como entender quais as características pessoais presentes nos Micro- Influenciadores Digitais que mais influenciam os seus seguidores no seu processo de tomada de decisão e compra.
De forma a alcançar os objetivos desta investigação, foi realizada uma pesquisa quantitativa, por meio de questionários de autopreenchimento online, sobre a perspetiva de utilizadores da rede social Instagram, que consequentemente são seguidores e consumidores do conteúdo produzido por Micro-Influenciadores Digitais. Através dos resultados provenientes da análise quantitativa, foi possível concluir que a categoria de Micro-Influenciadores Digitais tem vindo a ganhar mais espaço e que as opiniões por estes partilhadas têm cada vez mais influência no processo de tomada de decisão e compra dos seus seguidores.
The constant technological evolution, which resulted in the development of social media networks and the accentuated growth of communication through digital media, has changed not only the way brands communicate with consumers, but also the way consumers communicate with each other. This new form of communication has also resulted in new purchasing and consumption habits, boosted through sharing and word- of-mouth among individuals in the digital environment. Today's consumer is much more informed and demanding, due to the high amount of information and offers available online. In this new Era of digital “consumption”, it becomes crucial for brands to adapt their Marketing strategies and tactics and be where their consumers are. One of the most used strategies by brands to do this is through digital influencers. However, there is a gap regarding smaller digital influencers. In this sense, this dissertation aims to better explore the category of Digital Micro-Influencers and has as a main goal to understand what is their impact on the word-of-mouth associated with products and brands through the digital platform Instagram, as well as to understand which personal characteristics present in Digital Micro-Influencers that most influence their followers in their decision-making and purchasing process. In order to achieve the objectives of this investigation, a quantitative research was carried out, through an online self-completion questionnaire, from the perspective of Instagram social media users, who are consequently followers and consumers of the content produced by Digital Micro-Influencers. Through the results from the quantitative analysis, it was possible to conclude that the Digital Micro-Influencers category has been gaining more space and that the opinions they share have more and more influence in the decision-making and purchasing process of their followers.
The constant technological evolution, which resulted in the development of social media networks and the accentuated growth of communication through digital media, has changed not only the way brands communicate with consumers, but also the way consumers communicate with each other. This new form of communication has also resulted in new purchasing and consumption habits, boosted through sharing and word- of-mouth among individuals in the digital environment. Today's consumer is much more informed and demanding, due to the high amount of information and offers available online. In this new Era of digital “consumption”, it becomes crucial for brands to adapt their Marketing strategies and tactics and be where their consumers are. One of the most used strategies by brands to do this is through digital influencers. However, there is a gap regarding smaller digital influencers. In this sense, this dissertation aims to better explore the category of Digital Micro-Influencers and has as a main goal to understand what is their impact on the word-of-mouth associated with products and brands through the digital platform Instagram, as well as to understand which personal characteristics present in Digital Micro-Influencers that most influence their followers in their decision-making and purchasing process. In order to achieve the objectives of this investigation, a quantitative research was carried out, through an online self-completion questionnaire, from the perspective of Instagram social media users, who are consequently followers and consumers of the content produced by Digital Micro-Influencers. Through the results from the quantitative analysis, it was possible to conclude that the Digital Micro-Influencers category has been gaining more space and that the opinions they share have more and more influence in the decision-making and purchasing process of their followers.
Description
Keywords
Micro-Influenciadores Digitais Passa-Palavra Instagram Redes Sociais Influenciadores Digitais Processo de Tomada de Decisão e Compra Digital Micro-Influencers Word-Of-Mouth Social Media Networks Digital Influencers Decision-Making and Purchasing Process