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O papel dos Influenciadores Digitais no comportamento de compra por impulso vestuário
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.45 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Nos últimos anos, o crescimento das plataformas de redes sociais tem sido
significativo, tornaram-se um fenómeno em massa e uma fonte confiável de
informação. Como tal, os profissionais de marketing têm investido em
estratégias de Marketing de Redes Sociais para promover os seus produtos,
serviços e marcas através destas plataformas (Kemp, 2021; Evans et al.,
2021). Através deste fenómeno, surgiram os influenciadores digitais, que se
destacam como líderes de opinião ativos nas redes sociais, utilizando estas
plataformas online para influenciar as opiniões e comportamentos dos seus
seguidores (Li, 2016; Moreno et al., 2015). Ao longo dos anos, muito se tem
estudado sobre o comportamento de compra por impulso, com o objetivo
de compreender o seu funcionamento e os fatores que o influenciam. Este
tipo de comportamento tem se mostrado responsável por gerar inúmeras
vendas em diferentes categorias de produtos (Hausman, 2000).
Para a realização da presente investigação foi utilizada uma
metodologia quantitativa, através de um questionário online e, foi possível
analisar o papel dos influenciadores digitais no comportamento de compra
por impulso de vestuário através da participação de 117 inquiridos. Os
resultados demonstraram que as variáveis que mais impactam o
comportamento de compra por impulso são a compreensão das
apresentações de produtos e serviços e a credibilidade dos influenciadores
digitais.
Esta investigação apresenta especial relevância para a criação e
desenvolvimento de estratégias de marketing de influência ligadas ao setor
de vestuário e moda.
turning into a mass phenomenon and a reliable source of information. As such, marketing professionals have been investing in Social Media Marketing strategies to promote their products, services, and brands through these platforms (Kemp, 2021; Evans et al., 2021). Through this phenomenon, digital influencers have emerged as active opinion leaders on social media, using these online platforms to influence the opinions and behaviors of their followers (Li, 2016; Moreno et al., 2015). Over the years, much research has been conducted on impulse buying behavior, aiming to understand its functioning and the factors that influence it. This type of behavior has been shown to generate numerous sales in different product categories (Hausman, 2000). For the purpose of this investigation, a quantitative methodology was employed, using an online questionnaire. The study analyzed the role of digital influencers in impulse buying behavior in the clothing sector, with the participation of 117 respondents. The results demonstrated that the variables that most impact impulse buying behavior are the understanding of product and service presentations and the credibility of digital influencers. This research holds particular relevance for the creation and development of influence marketing strategies within the clothing and fashion industry.
turning into a mass phenomenon and a reliable source of information. As such, marketing professionals have been investing in Social Media Marketing strategies to promote their products, services, and brands through these platforms (Kemp, 2021; Evans et al., 2021). Through this phenomenon, digital influencers have emerged as active opinion leaders on social media, using these online platforms to influence the opinions and behaviors of their followers (Li, 2016; Moreno et al., 2015). Over the years, much research has been conducted on impulse buying behavior, aiming to understand its functioning and the factors that influence it. This type of behavior has been shown to generate numerous sales in different product categories (Hausman, 2000). For the purpose of this investigation, a quantitative methodology was employed, using an online questionnaire. The study analyzed the role of digital influencers in impulse buying behavior in the clothing sector, with the participation of 117 respondents. The results demonstrated that the variables that most impact impulse buying behavior are the understanding of product and service presentations and the credibility of digital influencers. This research holds particular relevance for the creation and development of influence marketing strategies within the clothing and fashion industry.
Description
Keywords
Influenciadores Digitais Comportamento de compra por Impulso Marketing de Influência Indústria da Moda