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O modo como a confiança depositada pelos seguidores nos digital influencers pode modificar as suas intenções de comportamento relativamente às marcas comunicadas pelos segundos através da rede social Instagram
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Abstract(s)
Atualmente, as redes socias têm uma grande importância na vida dos indivíduos e das empresas. Se estas começaram por ser, apenas, uma plataforma de interação e de partilha de conteúdos pessoais, hoje é considerada uma potente ferramenta de trabalho e de recrutamento. Com a constante evolução do digital, o conceito “digital influencer” ganhou novas dimensões, o que despertou o interesse das empresas e abriu horizontes às suas estratégias de marketing. O conteúdo partilhado pelos digital influencers passou a ser, em grande parte, pago pelas empresas. Deste modo, a confiança que os consumidores depositam nos digital influencers é posta em causa. O presente trabalho visa estudar a confiança que os utilizadores do Instagram têm nos digital influencers, considerando as publicações que os segundos partilham, diariamente, sobre marcas e produtos. O objetivo geral deste estudo é explorar de que modo a confiança depositada pelos seguidores nos digital influencers podem modificar as suas intenções de comportamento relativamente às marcas comunicadas pelos segundos através da rede social Instagram. Especificamente, este trabalho pretende: 1) compreender de que modo a confiança depositada pelos seguidores nos digital influencers pode influenciar a intenção de WOM dos seguidores das marcas divulgadas pelos digital influencers através da rede social Instagram; 2) analisar de que modo a confiança depositada pelos seguidores nos digital influencers pode influenciar as suas intenções de compra das marcas divulgadas pelos digital influencers através da rede social Instagram; 3) estudar de que modo a confiança depositada pelos seguidores nos digital influencers pode influenciar a intenção de engagement dos seguidores com as marcas divulgadas pelos digital influencers através da rede social Instagram.
Nowadays, such social networks have a great importance in the lives of individuals and businesses. If these tools are used by just one platform for interacting and sharing personal content, today it is considered a job and recruitment tool. With a constant evolution of digital, the concept of “digital influencer” has gained new dimensions, or aroused the interest of companies and opened horizontal to their marketing strategies. Content shared by digital influencers was largely paid for by companies. In this way, the trust consumers place in digital influencers is undermined. This paper aims to study the confidence that Instagram users have in digital influencers, considering the publications that are shared secondly, daily, about brands and products. The overall goal of this study is to explore how followers' trust in digital influencers can change how their behavioral intentions toward brands communicated by the seconds through the Instagram social network. Specifically, this paper aims to: 1) understand how followers' trust in digital influencers can influence the WOM intention of followers of brands publicized by digital influencers through the Instagram social network; 2) analyze how the trust placed by followers in digital influencers can influence how their intentions to buy brands advertised by digital influencers through the Instagram social network; 3) study how followers 'trust in digital influencers can influence followers' engagement intent with the brands publicized by digital influencers through the Instagram social network.
Nowadays, such social networks have a great importance in the lives of individuals and businesses. If these tools are used by just one platform for interacting and sharing personal content, today it is considered a job and recruitment tool. With a constant evolution of digital, the concept of “digital influencer” has gained new dimensions, or aroused the interest of companies and opened horizontal to their marketing strategies. Content shared by digital influencers was largely paid for by companies. In this way, the trust consumers place in digital influencers is undermined. This paper aims to study the confidence that Instagram users have in digital influencers, considering the publications that are shared secondly, daily, about brands and products. The overall goal of this study is to explore how followers' trust in digital influencers can change how their behavioral intentions toward brands communicated by the seconds through the Instagram social network. Specifically, this paper aims to: 1) understand how followers' trust in digital influencers can influence the WOM intention of followers of brands publicized by digital influencers through the Instagram social network; 2) analyze how the trust placed by followers in digital influencers can influence how their intentions to buy brands advertised by digital influencers through the Instagram social network; 3) study how followers 'trust in digital influencers can influence followers' engagement intent with the brands publicized by digital influencers through the Instagram social network.
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Keywords
Digital influencer Confiança Intenção de comportamento Intenção de engagement intenção de WOM Intenção de compra