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Marketing de Influência: Como a credibilidade, autenticidade e ligação emocional influenciam a Geração Z a seguir influenciadores digitais
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.25 MB | Adobe PDF | |||
| 189.26 KB | Adobe PDF |
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Abstract(s)
Com o crescimento e expansão do marketing de influência, tornou-se essencial compreender quais são as variáveis que tornam esta estratégia eficaz junto da geração z – uma geração que cresceu imersa no ambiente digital. Dado que este grupo demográfico está a tornar-se cada vez mais central nas estratégias de marketing das empresas, este estudo visa explorar se a credibilidade, autenticidade e a ligação emocional com os influenciadores digitais são fatores que impactam significativamente a intenção desta geração em seguir as suas opiniões e recomendações, moldando as suas decisões de consumo. Para tal, foi realizado um estudo quantitativo, através de um questionário online, dirigido a um grupo de portugueses da geração z que utilizam, pelo menos, uma rede social. Foram obtidas 102 respostas, analisadas através do modelo de regressão múltipla no programa SPSS, concluindo que a ligação emocional é a variável que tem um impacto na intenção da geração z seguir as recomendações dos influenciadores digitais. Este estudo irá contribuir para as marcas definirem estratégias mais eficazes, ao escolher influenciadores que estabeleçam uma ligação emocional com os seus seguidores de forma a que os seguidores identificar-se-ão mais facilmente com os produtos e serviços promovidos.
With the growth and expansion of influencer marketing, it has become essential to understand the variables that make this strategy effective among Generation Z – a generation that has grown up immersed in the digital environment. As this demographic group becomes increasingly central to companies' marketing strategies, this study aims to explore whether credibility, authenticity, and emotional connection with digital influencers are factors that significantly impact this generation's intention to follow their opinions and recommendations, shaping their consumption decisions. To this end, a quantitative study was conducted through an online questionnaire targeting a group of Portuguese Generation Z individuals who use at least one social network. A total of 102 responses were obtained and analyzed using a multiple regression model in the SPSS program, concluding that emotional connection is the variable that has the most significant impact on Generation Z’s intention to follow digital influencers' recommendations. This study will help brands define more effective strategies by choosing influencers who establish an emotional connection with their followers, making it easier for followers to identify with the promoted products and services.
With the growth and expansion of influencer marketing, it has become essential to understand the variables that make this strategy effective among Generation Z – a generation that has grown up immersed in the digital environment. As this demographic group becomes increasingly central to companies' marketing strategies, this study aims to explore whether credibility, authenticity, and emotional connection with digital influencers are factors that significantly impact this generation's intention to follow their opinions and recommendations, shaping their consumption decisions. To this end, a quantitative study was conducted through an online questionnaire targeting a group of Portuguese Generation Z individuals who use at least one social network. A total of 102 responses were obtained and analyzed using a multiple regression model in the SPSS program, concluding that emotional connection is the variable that has the most significant impact on Generation Z’s intention to follow digital influencers' recommendations. This study will help brands define more effective strategies by choosing influencers who establish an emotional connection with their followers, making it easier for followers to identify with the promoted products and services.
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Keywords
Marketing de influência Influenciadores digitais Geração Z Credibilidade Autenticidade Ligação emocional Comportamento do consumidor