Loading...
Publication
O papel dos influenciadores digitais na atratividade de marca
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.33 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente investigação tem como principal objetivo perceber a atratividade de marca que os
influenciadores digitais causam nas suas comunidades através do modelo Brands’ Magnetic
Fields onde assentam os três pilares: identificação, prestígio e confiança. Aqui foi estudado o
impacto que a credibilidade dos influenciadores digitais no seu público afetando o processo de
decisão de compra dos produtos por estes apresentados. Após formalização da questão de
investigação, a pesquisa foi realizada através de métodos mistos. Primeiro, foram realizadas 7
entrevistas exploratórias assentes na Técnica de Laddering. Em segundo lugar um inquérito
confirmatório realizado por um questionário estruturado em que foram obtidas 176 respostas
válidas. Os resultados deste estudo indicam que a credibilidade do influenciador, explicam uma
maior atratividade de marca por parte dos consumidores. Foi possível concluir que existe uma
maior atratividade de marca quando existe um influenciador intermediário com quem os
consumidores se identificam, confiam e são veículo de interação e facilitação das relações
sociais.
The main purpose of this investigation is to understand if digital influencers cause brand attractiveness in their communities through the Brands’ Magnetic Fields model, where the three pillars are based: identification, prestige and trust. Here, we studied the impact that the credibility understood by consumers in digital influencers has on the purchase decision process of the products presented by them. After formalizing the investigation question, the research was carried out using mix methods. Seven exploratory interviews were made based on the Laddering Technique. Secondly, a confirmatory survey carried out using a structured questionnaire in which 176 valid responses were obtained. The results of this study indicate that the influencer's credibility explains a greater brand attractiveness by consumers. It was possible to conclude that there is greater brand attractiveness when there is an intermediary influencer with whom consumers identify, trust and are a vehicle for interaction and facilitation of social relationships.
The main purpose of this investigation is to understand if digital influencers cause brand attractiveness in their communities through the Brands’ Magnetic Fields model, where the three pillars are based: identification, prestige and trust. Here, we studied the impact that the credibility understood by consumers in digital influencers has on the purchase decision process of the products presented by them. After formalizing the investigation question, the research was carried out using mix methods. Seven exploratory interviews were made based on the Laddering Technique. Secondly, a confirmatory survey carried out using a structured questionnaire in which 176 valid responses were obtained. The results of this study indicate that the influencer's credibility explains a greater brand attractiveness by consumers. It was possible to conclude that there is greater brand attractiveness when there is an intermediary influencer with whom consumers identify, trust and are a vehicle for interaction and facilitation of social relationships.
Description
Keywords
Influencers Redes Sociais Magnetismo das marcas Millennials Atratividade da marca