Loading...
Publication
Será que a imagem e a personalidade de marca do influencer pode alterar as atitudes e intenção de compra dos seus seguidores face às marcas que este promove?
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 824.09 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Atualmente, as redes sociais são um canal de comunicação que cresce cada vez mais em
importância para as marcas. O offline já não é suficiente para a estratégia de comunicação
destas, devendo ser complementado com a componente online, e é assim que surgem os
influenciadores digitais ou influencers, estes são agora considerados os novos líderes de opinião
e comunicam as marcas através de testemunhos reais e inseridos no seu dia-a-dia. As marcas
passam a dar importância a este fenómeno e começam a aproveitar todas as vantagens que eles
podem oferecer. Assim o presente estudo visa perceber se a imagem e a personalidade de marca
do influencer pode alterar as atitudes e intenção de compra dos seus seguidores face às marcas
que este promove. Para isso, são propostos os seguintes objetivos específicos: analisar de que
forma a personalidade da marca do influencer pode alterar as atitudes dos seus seguidores face
às marcas que este promove; analisar de que forma a imagem do influencer pode modificar a
atitude dos seus seguidores face às marcas que este promove ; analisar de que forma a imagem
de marca do influencer pode modificar a intenção de compra dos seguidores das marcas que
este promove; analisar de que forma a personalidade da marca do influencer pode alterar a
intenção de compra dos seus seguidores face às marcas este que promove. Para a realização
desta investigação foi utilizado um estudo quantitativo através de um questionário. Os
resultados obtidos mostram que existe uma relação positiva da personalidade da marca da
influencer com a imagem da marca da influencer, isto porque, personalidade da marca e a
imagem da marca estão intrinsecamente relacionadas. A personalidade da marca promovida
pela influencer e a intenção de compra da marca promovida pela influencer está diretamente
relacionada, esta relação nasce e baseia-se nos sentimentos que o consumidor nutre pela marca
promovida pelo influencer. Por outro lado, também, a imagem de marca da influencer está
relacionada positivamente com a atitude da marca promovida pela influencer e a intenção de
compra da marca promovida pela influencer, isto porque, o conjunto de associações que o
consumidor relaciona com a marca promovida pela influencer tem impacto na atitude de
compra da marca promovida.
Nowadays, the social networks are a communication channel that has a growing importance for brands. The offline is not enough for brands and their communication strategies, it has to be completed with an online component, in consequence of this change the digital influencers are born and are now considered the opinion leaders and they communicate the brand through real opinions and along their daily routine. Brands start to look at this phenomenon with interest and start to take advantage of what they have to offer. Thereby the present study aims to realize if the image and brand personality of the influencer can change the attitude and the buying intention of the brands that the influencer promotes. For this purpose are proposed the following specific goals: analyze in which way the brand personality of the influencer can change the attitude of his followers regarding the brands that he promotes; Analyze how the brand image of the influencer can modify the buying intention of the followers concerning the brands that he promotes; Examine how can the brand personality of the influencer change the buying intention of his followers about the brands that he promotes. For the purpose of this investigation we resorted to a quantitative method of study using a quiz. The results of this study show us that there is a positive relation between the brand personality and the brand image of the influencer because both are connected. The brand personality of the brand promoted by the influencer and the buying intention regarding that same brand are also connected, and this relationship is born and has his roots in the feelings that the consumer has towards the promoted brand. On the other hand, also the brand image of the influencer is positively related with the attitude of the brand promoted by the influencer and with the buying intention of the brand promoted by the influencer, because, the set of associations that the consumer relates with the brand promoted by the influencer has impact in the buying attitude of the promoted brand.
Nowadays, the social networks are a communication channel that has a growing importance for brands. The offline is not enough for brands and their communication strategies, it has to be completed with an online component, in consequence of this change the digital influencers are born and are now considered the opinion leaders and they communicate the brand through real opinions and along their daily routine. Brands start to look at this phenomenon with interest and start to take advantage of what they have to offer. Thereby the present study aims to realize if the image and brand personality of the influencer can change the attitude and the buying intention of the brands that the influencer promotes. For this purpose are proposed the following specific goals: analyze in which way the brand personality of the influencer can change the attitude of his followers regarding the brands that he promotes; Analyze how the brand image of the influencer can modify the buying intention of the followers concerning the brands that he promotes; Examine how can the brand personality of the influencer change the buying intention of his followers about the brands that he promotes. For the purpose of this investigation we resorted to a quantitative method of study using a quiz. The results of this study show us that there is a positive relation between the brand personality and the brand image of the influencer because both are connected. The brand personality of the brand promoted by the influencer and the buying intention regarding that same brand are also connected, and this relationship is born and has his roots in the feelings that the consumer has towards the promoted brand. On the other hand, also the brand image of the influencer is positively related with the attitude of the brand promoted by the influencer and with the buying intention of the brand promoted by the influencer, because, the set of associations that the consumer relates with the brand promoted by the influencer has impact in the buying attitude of the promoted brand.
Description
Keywords
Influencer Imagem de marca do influencer Personalidade da marca do influencer Atitude da marca Intenção de compra