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Publication
O impacto da autenticidade no Marketing de Influenciadores no Instagram no sector do lifestyle
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A presente investigação explora o impacto da autenticidade no marketing de influenciadores no setor de lifestyle na rede social Instagram. Na era digital em que vivemos, onde as plataformas online dominam a interação com o consumidor torna-se cada vez mais relevante compreender de que forma a autenticidade molda o o comportamento do público. Assim, o principal objetivo desta dissertação é analisar como os consumidores percecionam o conteúdo partilhado por influenciadores nomeadamente a distinção entre publicações patrocinadas e não patrocinadas, e de que forma essas perceções influenciam as suas intenções de compra. Foi adotada uma metodologia quantitativa recorrendo a dois questionários online no Google Forms, em que cada grupo de inquiridos foi exposto a um tipo diferente de vídeo (um patrocinado e outro não patrocinado) criado pelo mesmo influenciador. No total, foram
recolhidas 755 respostas, posteriormente analisadas através do software SPSS aplicando-se várias técnicas estatísticas como testes t, ANOVA, análise de correlação e regressão linear múltipla. Os resultados revelaram que o conteúdo patrocinado teve um impacto significativamente superior na intenção de compra em comparação com o conteúdo não
patrocinado. No entanto, a autenticidade por si só não influencia significativamente as decisões de compra dos consumidores. Não obstante, as relações parassociais e o envolvimento emocional revelaram-se fatores significativos no que diz respeito a intenção de compra reforçando, assim, a importância da ligação pessoal e do envolvimento afetivo com o seguidor. Embora a transparência nas parcerias tenha influenciado positivamente a perceção de credibilidade não se revelou verdadeiramente determinante na eficácia das campanhas de influenciadores. De forma geral, os resultados sugerem que mesmo que a autenticidade desempenhe um papel relevante, o formato do conteúdo e a ligação emocional com o influenciador são mais impactantes. Este estudo contribui para a literatura sobre marketing de influenciadores ao fornecer evidência empírica sobre a as diferentes relações entre a autenticidade, envolvimento emocional e tomada de decisão do consumidor no Instagram.
This research explores the impact of authenticity on influencer marketing in the lifestyle sector on the social media platform Instagram. In the digital era we live in, where online platforms dominate consumer interaction, it is increasingly important to understand how authenticity shapes audience behavior. Accordingly, the main objective of this dissertation is to analyze how consumers perceive influencer-shared content—particularly the distinction between sponsored and non-sponsored posts—and how these perceptions influence their purchase intentions. A quantitative methodology was adopted, using two online questionnaires via Google Forms, in which each group of respondents was exposed to a different type of video (one sponsored and the other nonsponsored) created by the same influencer. A total of 755 responses were collected and subsequently analyzed using SPSS software, applying several statistical techniques such as t-tests, ANOVA, correlation analysis, and multiple linear regression. The results revealed that sponsored content had a significantly greater impact on purchase intention compared to non-sponsored content. However, authenticity alone does not significantly influence consumers’ purchase decisions. Nevertheless, parasocial relationships and emotional involvement emerged as significant factors regarding purchase intention, thus reinforcing the importance of personal connection and emotional engagement with the follower. Although transparency in partnerships positively influenced the perception of credibility, it was not found to be truly decisive in the effectiveness of influencer campaigns. Overall, the findings suggest that while authenticity plays a relevant role, the content format and emotional connection with the influencer are more impactful. This study contributes to the literature on influencer marketing by providing empirical evidence on the different relationships between authenticity, emotional engagement, and consumer decision-making on Instagram.
This research explores the impact of authenticity on influencer marketing in the lifestyle sector on the social media platform Instagram. In the digital era we live in, where online platforms dominate consumer interaction, it is increasingly important to understand how authenticity shapes audience behavior. Accordingly, the main objective of this dissertation is to analyze how consumers perceive influencer-shared content—particularly the distinction between sponsored and non-sponsored posts—and how these perceptions influence their purchase intentions. A quantitative methodology was adopted, using two online questionnaires via Google Forms, in which each group of respondents was exposed to a different type of video (one sponsored and the other nonsponsored) created by the same influencer. A total of 755 responses were collected and subsequently analyzed using SPSS software, applying several statistical techniques such as t-tests, ANOVA, correlation analysis, and multiple linear regression. The results revealed that sponsored content had a significantly greater impact on purchase intention compared to non-sponsored content. However, authenticity alone does not significantly influence consumers’ purchase decisions. Nevertheless, parasocial relationships and emotional involvement emerged as significant factors regarding purchase intention, thus reinforcing the importance of personal connection and emotional engagement with the follower. Although transparency in partnerships positively influenced the perception of credibility, it was not found to be truly decisive in the effectiveness of influencer campaigns. Overall, the findings suggest that while authenticity plays a relevant role, the content format and emotional connection with the influencer are more impactful. This study contributes to the literature on influencer marketing by providing empirical evidence on the different relationships between authenticity, emotional engagement, and consumer decision-making on Instagram.
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Keywords
Autenticidade Marketing de influenciadores Instagram Relação parassocial intenção de compra