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Nova era digital: perceção da autenticidade de influenciadores criados pela IA vs influenciadores humanos no marketing de influência
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Abstract(s)
Num cenário marcado pela crescente digitalização da comunicação e pela integração da inteligência artificial (IA) nas estratégias de marketing, a presente dissertação analisa a forma como os consumidores percecionam influenciadores digitais humanos e influenciadores desenvolvidos com recurso à IA. O objetivo central passa por comparar a perceção de autenticidade, transparência e visibilidade entre ambos, no âmbito do marketing de influência. A investigação seguiu uma abordagem quantitativa, tendo sido aplicado um inquérito por questionário online a uma amostra não probabilista por conveniência a 157 participantes. As respostas foram analisadas estatisticamente com o apoio do software SPSS, recorrendo a testes t para amostras emparelhadas e ANOVA de medidas repetidas, com vista à identificação de diferenças significativas nas perceções dos inquiridos. Os resultados revelam uma valorização consistente dos influenciadores humanos face aos influenciadores criados pela IA em todas as dimensões avaliadas. Esta tendência verificou-se de forma transversal às diferentes faixas etárias, sugerindo que a componente humana continua a ser determinante na construção da confiança, empatia e envolvimento com o público. Em suma, os resultados demonstram uma clara valorização dos influenciadores humanos, sublinhando a importância da autenticidade percebida como fator crítico de sucesso no marketing de influência. As conclusões obtidas reforçam a relevância da autenticidade percebida enquanto fator de eficácia no marketing digital. Embora os influenciadores criados pela IA apresentem vantagens estratégicas como: flexibilidade, controlo e menor custo, persistem desafios ao nível da aceitação e credibilidade junto dos consumidores. Estes dados oferecem contributos relevantes tanto para a investigação académica como para a definição de práticas empresariais ajustadas à evolução do ecossistema digital.
In a world where communication is increasingly digital and artificial intelligence (AI) is integrated into marketing strategies, this dissertation examines how consumers perceive human and AI-developed digital influencers. The central objective is to compare the perception of authenticity, transparency and visibility between the two in the context of influencer marketing. The research adopted a quantitative approach, with a non-probability convenience sample of 157 individuals being surveyed online. The responses were statistically analysed with the support of the SPSS software, using t-tests for paired samples and ANOVA for repeated measures, to identify significant differences in the perceptions of the respondents. The results reveal a consistent preference for human influencers over AI-generated influencers in all evaluated dimensions. This trend was observed across different age groups, suggesting that the human element remains crucial in building trust, empathy, and engagement with the public. In summary, the results demonstrate a clear preference for human influencers, emphasising the importance of perceived authenticity as a critical factor for success in influencer marketing. The conclusions obtained reinforce the importance of perceived authenticity as a factor of effectiveness in digital marketing. Although AI-generated influencers offer strategic advantages such as flexibility, control and lower cost, challenges remain in terms of acceptance and credibility among consumers. These data offer valuable insights for both academic research and the development of business practices adapted to the evolution of the digital ecosystem.
In a world where communication is increasingly digital and artificial intelligence (AI) is integrated into marketing strategies, this dissertation examines how consumers perceive human and AI-developed digital influencers. The central objective is to compare the perception of authenticity, transparency and visibility between the two in the context of influencer marketing. The research adopted a quantitative approach, with a non-probability convenience sample of 157 individuals being surveyed online. The responses were statistically analysed with the support of the SPSS software, using t-tests for paired samples and ANOVA for repeated measures, to identify significant differences in the perceptions of the respondents. The results reveal a consistent preference for human influencers over AI-generated influencers in all evaluated dimensions. This trend was observed across different age groups, suggesting that the human element remains crucial in building trust, empathy, and engagement with the public. In summary, the results demonstrate a clear preference for human influencers, emphasising the importance of perceived authenticity as a critical factor for success in influencer marketing. The conclusions obtained reinforce the importance of perceived authenticity as a factor of effectiveness in digital marketing. Although AI-generated influencers offer strategic advantages such as flexibility, control and lower cost, challenges remain in terms of acceptance and credibility among consumers. These data offer valuable insights for both academic research and the development of business practices adapted to the evolution of the digital ecosystem.
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Keywords
Influenciadores digitais Inteligência artificial Autenticidade Confiança Marketing digital