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Publication
O impacto dos atributos dos influencers digitais do Instragram no setor do motociclismo
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Abstract(s)
A dissertação apresentada, foi desenvolvida no âmbito do Mestrado em Gestão de Marketing, realizado no Instituto Politécnico de Setúbal, que teve como pressuposto analisar a influência de uma seleção de atributos dos influencers digitais presentes no Instagram em três etapas do processo de decisão de compra de equipamentos de motociclismo.
Considerando a tendência social vivida aos dias de hoje e notoriedade que as redes sociais têm assumido na comunicação de marketing das marcas, os influencers digitais têm, cada vez mais, um papel importante na aproximação entre marcas e consumidores, sendo vistos como mediadores capazes de gerar confiança, despertar interesse, moldar opiniões, incentivar atitudes e reforçar a ligação emocional com os seus seguidores. De forma a alcançar os objetivos propostos e responder à questão de investigação definida, foi desenvolvida uma pesquisa quantitativa apoiada na revisão bibliográfica e em outras fontes académicas sempre que necessário, complementada por um questionário online. A recolha e posterior análise dos dados possibilitaram a distinção dos atributos com maior impacto através da valorização que os inquiridos como utilizadores do Instagram no setor do motociclismo dão a cada um deles. Assim, destacaram-se a credibilidade, a criatividade, a interatividade e a atratividade, tanto social como física, enquanto atributos impactantes as etapas de reconhecimento da necessidade, procura de informação e avaliação de alternativas. Estes atributos demonstraram exercer influência positiva nas três fases do processo de decisão do consumidor, contudo, constatou-se que o profissionalismo, à semelhança do enquadramento teórico e da bibliografia consultada, não evidenciou impacto estatisticamente significativo na etapa de avaliação de alternativas. Os resultados obtidos reforçam a importância dos influencers digitais como agentes estratégicos no marketing, uma vez que, contribuem para diferenciar as marcas num mercado altamente competitivo e saturado de opções, transmitindo experiências e opiniões que moldam perceções e comportamentos de compra
The dissertation presented was developed within the scope of the Master’s Degree in Marketing Management at the Polytechnic Institute of Setúbal. Its main objective was to analyze the influence of a selection of attributes of digital influencers on Instagram across three stages of the consumer decision-making process for purchasing motorcycle equipment. Considering the current social trends and the increasing relevance of social media in brand marketing communication, digital influencers are playing an increasingly important role in bridging the gap between brands and consumers. They are perceived as mediators capable of generating trust, sparking interest, shaping opinions, encouraging attitudes, and strengthening the emotional connection with their followers. To achieve the proposed objectives and answer the defined research question, a quantitative study was conducted, supported by a literature review and other academic sources whenever necessary, complemented by an online survey. The collection and subsequent analysis of data enabled the identification of the attributes with the greatest impact, based on the value respondents—Instagram users within the motorcycling sector—assigned to each of them. Credibility, creativity, interactivity, and both social and physical attractiveness stood out as the attributes influencing the stages of need recognition, information search, and evaluation of alternatives. These attributes demonstrated a positive influence across all three phases of the consumer decision-making process. However, professionalism, in line with the theoretical framework and the reviewed literature, did not show a statistically significant impact during the evaluation of alternatives stage. The findings reinforce the importance of digital influencers as strategic agents in marketing, as they contribute to differentiating brands in a highly competitive and saturated market by sharing experiences and opinions that shape consumer perceptions and purchasing behavior.
The dissertation presented was developed within the scope of the Master’s Degree in Marketing Management at the Polytechnic Institute of Setúbal. Its main objective was to analyze the influence of a selection of attributes of digital influencers on Instagram across three stages of the consumer decision-making process for purchasing motorcycle equipment. Considering the current social trends and the increasing relevance of social media in brand marketing communication, digital influencers are playing an increasingly important role in bridging the gap between brands and consumers. They are perceived as mediators capable of generating trust, sparking interest, shaping opinions, encouraging attitudes, and strengthening the emotional connection with their followers. To achieve the proposed objectives and answer the defined research question, a quantitative study was conducted, supported by a literature review and other academic sources whenever necessary, complemented by an online survey. The collection and subsequent analysis of data enabled the identification of the attributes with the greatest impact, based on the value respondents—Instagram users within the motorcycling sector—assigned to each of them. Credibility, creativity, interactivity, and both social and physical attractiveness stood out as the attributes influencing the stages of need recognition, information search, and evaluation of alternatives. These attributes demonstrated a positive influence across all three phases of the consumer decision-making process. However, professionalism, in line with the theoretical framework and the reviewed literature, did not show a statistically significant impact during the evaluation of alternatives stage. The findings reinforce the importance of digital influencers as strategic agents in marketing, as they contribute to differentiating brands in a highly competitive and saturated market by sharing experiences and opinions that shape consumer perceptions and purchasing behavior.
Description
Keywords
Influencer digital Redes Sociais Processo de Decisão de Compra Consumidor Motociclismo Instagram Digital Influencer Social Media Purchase Decision Process Motorcycling