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O presente estudo tem como objetivo compreender como os micro-influenciadores equilibram as exigências das marcas com as expectativas dos consumidores, analisando o seu papel num contexto digital cada vez mais competitivo. Para tal, recorreu-se a uma metodologia mista, isto é, uma parte qualitativa através da análise de entrevistas a micro-influenciadores, e uma parte quantitativa onde foi distribuído um questionário a seguidores.
No plano qualitativo, os resultados evidenciaram que os micro-influenciadores se destacam pela autenticidade, proximidade e transparência, o que lhes dá credibilidade perante os seguidores. Foram também identificadas as estratégias adotadas para manter o engagement e os desafios que estes enfretam para conseguir manter a autenticidade nas parcerias que realizam.
No plano quantitativo, verificou-se que os seguidores atribuem mais confiança aos micro-influenciadores do que aos macro-influenciadores, dando muito valor à afinidade percebida e à identificação com os mesmos. Constatou-se ainda que a identificação com os micro-influenciadores está positivamente associada à confiança.
Este trabalho contribuiu para uma melhor compreensão do papel dos micro-influenciadores no marketing digital, destacando-os como parceiros estratégicos para as marcas na criação de relações de confiança duradouras com os seguidores.
This study aims to understand how micro-influencers balance brand demands with consumer expectations, analyzing their role in an increasingly competitive digital environment. A mixed-methods approach was adopted, combining a qualitative component, through interviews with micro-influencers, and a quantitative component, through a survey distributed to followers. The qualitative results revealed that micro-influencers stand out for their authenticity, closeness, and transparency, which grant them credibility among followers. The analysis also identified the strategies adopted to maintain engagement, as well as the challenges they face in preserving authenticity when engaging in brand partnerships. The quantitative findings showed that followers place greater trust in micro-influencers than in macro-influencers, attributing high value to perceived affinity and identification with them. It was also found that identification with micro-influencers is positively associated with trust. This research contributes to a better understanding of the role of micro-influencers in digital marketing, highlighting them as strategic partners for brands in building lasting relationships of trust with followers.
This study aims to understand how micro-influencers balance brand demands with consumer expectations, analyzing their role in an increasingly competitive digital environment. A mixed-methods approach was adopted, combining a qualitative component, through interviews with micro-influencers, and a quantitative component, through a survey distributed to followers. The qualitative results revealed that micro-influencers stand out for their authenticity, closeness, and transparency, which grant them credibility among followers. The analysis also identified the strategies adopted to maintain engagement, as well as the challenges they face in preserving authenticity when engaging in brand partnerships. The quantitative findings showed that followers place greater trust in micro-influencers than in macro-influencers, attributing high value to perceived affinity and identification with them. It was also found that identification with micro-influencers is positively associated with trust. This research contributes to a better understanding of the role of micro-influencers in digital marketing, highlighting them as strategic partners for brands in building lasting relationships of trust with followers.
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Micro-influenciadores Marketing de Influência Autenticidade Credibilidade Engagement Redes Sociais Micro-influencers Influencer Marketing Authenticity Credibility Social Media