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Publication
Comparação intergeracional do impacto dos atributos dos influenciadores digitais, na decisão de compra dos consumidores de produtos de beleza em Portugal: Millennials vs Geração Z
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Advisor(s)
Abstract(s)
Num cenário cada vez mais digital e menos tradicional, os influenciadores digitais assumem um papel cada vez mais importante na formação das perceções e decisões de compra dos consumidores. Esta dissertação, tem como objetivo analisar o impacto dos atributos dos influenciadores digitais — credibilidade, atratividade, especialização, review de produto e identidade social — na decisão de compra de produtos de beleza entre duas gerações: Millennials e Geração Z, no contexto português. Para tal, foi realizada uma revisão de literatura para sustentar a necessidade de investigação deste tema e aplicado um questionário, a uma amostra de 61 participantes, composto por questões cuja resposta foi baseada na escala de Likert e algumas questões cuja resposta foi baseada em escalas bimodais, “Sim” ou “Não”, permitindo a recolha de dados quantitativos, relativos ao impacto dos atributos e à influência dos mesmos na decisão de compra. Os dados, foram tratados estatisticamente com recurso ao software SPSS, recorrendo a testes estatísticos e análises descritivas, considerados necessários para a compreensão do objetivo de estudo em questão. Foram aplicados, por exemplo, testes de comparação de médias (teste t de Student), testes de correlação de Pearson e análises descritivas para traçar o perfil da amostra e compreender a relação entre os atributos e as gerações em estudo.
Os resultados revelaram que, a identidade social é o atributo com maiores diferenças estatisticamente significativas entre as duas gerações, sendo o atributo mais valorizado pela Geração Z. Os demais atributos — como credibilidade, atratividade, especialização e review de produto — apresentaram níveis de perceção semelhantes entre os dois grupos geracionais. No entanto, a análise de correlação de Pearson, demonstrou que a credibilidade, a especialização e a identidade social têm uma ação positiva na decisão de compra da geração Millennials e da geração Z.
Em suma, pode-se afirmar que os influenciadores digitais têm um papel relevante na decisão de compra de produtos de beleza em ambas as gerações, sendo que a identificação pessoal e social com o influenciador é especialmente importante para os consumidores da Geração Z, enquanto os consumidores da geração Millennials valorizam mais a parte racional dos atributos dos influenciadores, ou seja, o que se relaciona mais com a parte dos conteúdos partilhados e da sua credibilidade. Estes resultados, contribuem certamente para uma melhor compreensão das diferenças e semelhanças das dinâmicas do marketing de influência em diferentes gerações, no contexto português, e reforçam a importância da segmentação geracional nas estratégias de comunicação digital.
In an increasingly digital and less traditional scenario, digital influencers play an increasingly important role in shaping consumers' perceptions and purchasing decisions. This dissertation aims to analyze the impact of digital influencers' attributes — credibility, attractiveness, specialization, product reviews and social identity — on the decision to purchase beauty products among two generations: Millennials and Generation Z, in the Portuguese context. To this end, a literature review was carried out to support the need for research on this topic and a questionnaire was applied to a sample of 61 participants, consisting of questions whose answers were based on the Likert scale and some questions whose answers were based on bimodal scales, “Yes” or “No”, allowing the collection of quantitative data, regarding the impact of the attributes and their influence on the purchasing decision. The data were statistically processed using SPSS software, using statistical tests and descriptive analyses, considered necessary to understand the objective of the study in question. For example, mean comparison tests (Student’s T-test), Pearson correlation tests and descriptive analyses were applied to outline the sample profile and understand the relationship between the attributes and generations under study. The results revealed that social identity is the attribute with the greatest statistically significant differences between the two generations, and is the attribute most valued by Generation Z. The other attributes — such as credibility, attractiveness, specialization and product reviews — showed similar levels of perception between the two generational groups. However, Pearson's correlation analysis demonstrated that credibility, specialization and social identity have a positive effect on the purchasing decision of the Millennial Generation and Generation Z. In short, it can be said that digital influencers play a relevant role in the purchasing decision of beauty products in both generations, with personal and social identification with the influencer being especially important for Generation Z consumers, while Millennial consumers value the rational part of the influencers' attributes more, that is, what is more related to the content shared and their credibility. These results certainly contribute to a better understanding of the differences and similarities in the dynamics of influencer marketing across different generations, in the Portuguese context, and reinforce the importance of generational segmentation in digital communication strategies.
In an increasingly digital and less traditional scenario, digital influencers play an increasingly important role in shaping consumers' perceptions and purchasing decisions. This dissertation aims to analyze the impact of digital influencers' attributes — credibility, attractiveness, specialization, product reviews and social identity — on the decision to purchase beauty products among two generations: Millennials and Generation Z, in the Portuguese context. To this end, a literature review was carried out to support the need for research on this topic and a questionnaire was applied to a sample of 61 participants, consisting of questions whose answers were based on the Likert scale and some questions whose answers were based on bimodal scales, “Yes” or “No”, allowing the collection of quantitative data, regarding the impact of the attributes and their influence on the purchasing decision. The data were statistically processed using SPSS software, using statistical tests and descriptive analyses, considered necessary to understand the objective of the study in question. For example, mean comparison tests (Student’s T-test), Pearson correlation tests and descriptive analyses were applied to outline the sample profile and understand the relationship between the attributes and generations under study. The results revealed that social identity is the attribute with the greatest statistically significant differences between the two generations, and is the attribute most valued by Generation Z. The other attributes — such as credibility, attractiveness, specialization and product reviews — showed similar levels of perception between the two generational groups. However, Pearson's correlation analysis demonstrated that credibility, specialization and social identity have a positive effect on the purchasing decision of the Millennial Generation and Generation Z. In short, it can be said that digital influencers play a relevant role in the purchasing decision of beauty products in both generations, with personal and social identification with the influencer being especially important for Generation Z consumers, while Millennial consumers value the rational part of the influencers' attributes more, that is, what is more related to the content shared and their credibility. These results certainly contribute to a better understanding of the differences and similarities in the dynamics of influencer marketing across different generations, in the Portuguese context, and reinforce the importance of generational segmentation in digital communication strategies.
Description
Keywords
Marketing digital Marketing de influência Influenciadores digitais Setor da beleza Geração Z Geração Millennials Redes Sociais