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O papel dos influenciadores digitais na aquisição de suplementos desportivos: o caso da Prozis
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.33 MB | Adobe PDF |
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Abstract(s)
A presente investigação tem como principal objetivo compreender como é que os influenciadores digitais podem afetar a decisão de compra dos consumidores de suplementos desportivos da Prozis. Neste caso foi estudado o impacto que a credibilidade percebida pelos consumidores nos Influenciadores tem na sua intenção de compra dos produtos da marca Prozis. Para compreender melhor este impacto foram utilizadas e adaptadas escalas previamente propostas por Ohanian (1990) e Dodds, Monroe & Grewal (1991). Formulada a questão de investigação, a pesquisa foi realizada através de uma abordagem quantitativa utilizadores do Instagram, que conhecessem a marca Prozis e seguissem um influenciador digital da marca. No total foram obtidas 14 respostas válidas. Os resultados deste estudo indicam que a especialidade é a dimensão da credibilidade que melhor explica a intenção de compra do consumidor. Foi possível concluir que a especialidade do influenciador na modalidade que pratica é um fator predominante na decisão de compra dos consumidores sobre os produtos da marca Prozis.
The main objective of this research is to understand how digital influencers can affect Prozis consumers' purchasing decisions. In this case, the impact that the credibility perceived by consumers in Influencers has on their intention to purchase Prozis brand products was studied. To better understand this impact, scales previously proposed by Ohanian (1990) and Dodds, Monroe & Grewal (1991) were used and adapted. As the research question was formulated, the research was carried out through a quantitative approach to Instagram users, who knew the Prozis brand and followed a digital influencer of the brand. In total, 14 valid responses were obtained. The results of this study indicate that specialty is the dimension of credibility that best explains the consumer's purchase intention. It was possible to conclude that the influencer's specialty in the modality he practices is a predominant factor in the consumers' purchase decision about Prozis brand products.
The main objective of this research is to understand how digital influencers can affect Prozis consumers' purchasing decisions. In this case, the impact that the credibility perceived by consumers in Influencers has on their intention to purchase Prozis brand products was studied. To better understand this impact, scales previously proposed by Ohanian (1990) and Dodds, Monroe & Grewal (1991) were used and adapted. As the research question was formulated, the research was carried out through a quantitative approach to Instagram users, who knew the Prozis brand and followed a digital influencer of the brand. In total, 14 valid responses were obtained. The results of this study indicate that specialty is the dimension of credibility that best explains the consumer's purchase intention. It was possible to conclude that the influencer's specialty in the modality he practices is a predominant factor in the consumers' purchase decision about Prozis brand products.
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Keywords
Influenciadores digitais Intenção de compra Consumidores Prozis Credibilidade