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Publication
Influência dos Instagrammers na escolha de um destino turístico pela Geração Y
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.16 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A evolução da Internet e das redes sociais tem vindo a
provocar alterações na forma como se comunica, interage e
influencia outros indivíduos, pois, é nas redes sociais que é
produzido e partilhado conteúdo. O Instagram é considerado
uma das redes sociais mais utilizadas pela geração y, e, na qual
estão presentes influenciadores. Os influenciadores podem
alcançar uma vasta audiência, como é o caso dos macro
influenciadores, ou uma audiência mais específica,
nomeadamente os micro influenciadores, na medida em que
têm a capacidade de proporcionar sensações de identificação
nos seus seguidores e, por isso, afetam o seu comportamento e
atitudes. Também a autenticidade e a credibilidade
percecionadas de um influenciador impactam o
comportamento dos seus seguidores. Na verdade, verifica-se
que as experiências turísticas assim como as escolhas de um
viajante em relação a um destino turístico são impactadas não
só pelo conteúdo que é produzido por amigos e familiares
como também pelo que é partilhado pelos influenciadores nas
redes sociais. Este estudo tem como objetivo geral
compreender o impacto que os influenciadores têm sobre as
escolhas da geração y em relação a destinos turísticos. Neste
sentido, recorre a um tipo de pesquisa quantitativa, uma
abordagem experimental e utiliza um questionário como
ferramenta de pesquisa. Os resultados obtidos confirmam que
o comportamento da geração y é impactado relativamente à
autenticidade, credibilidade e tipologia de influenciador
percecionadas, o que vai de acordo com a teoria inicialmente
defendida.
The evolution of the Internet and social media has been causing changes in the way people communicate, interact and influence others since is where content is being produced and shared. Instagram is considered one of the most used social media platforms by generation y and in which the influencers are present. Influencers can reach a wide audience, as in the case of macro influencers, or a more specific audience, namely micro influencers, as far as having the ability to provide sensations of identification with their followers and therefore affect their behavior and attitudes. The perceived authenticity and credibility of an influencer also impacts the behavior of their followers. In fact, it can be seen that the tourists’ experience as well as a traveler’s choices regarding a tourist destination are affected not only by the content that is posted by their friends and family but also by what is shared by influencers on social media. The overall goal of this study is to understand the impact of influencers on generation y’s choices regarding tourist destinations. This research has a quantitative research approach, uses an experimental investigation approach and uses a survey as the main tool for this study. The results achieved confirm that the behavior of generation y is affected by the authenticity, credibility and the type of influencer that is perceived, which is in line with the theory initially argued.
The evolution of the Internet and social media has been causing changes in the way people communicate, interact and influence others since is where content is being produced and shared. Instagram is considered one of the most used social media platforms by generation y and in which the influencers are present. Influencers can reach a wide audience, as in the case of macro influencers, or a more specific audience, namely micro influencers, as far as having the ability to provide sensations of identification with their followers and therefore affect their behavior and attitudes. The perceived authenticity and credibility of an influencer also impacts the behavior of their followers. In fact, it can be seen that the tourists’ experience as well as a traveler’s choices regarding a tourist destination are affected not only by the content that is posted by their friends and family but also by what is shared by influencers on social media. The overall goal of this study is to understand the impact of influencers on generation y’s choices regarding tourist destinations. This research has a quantitative research approach, uses an experimental investigation approach and uses a survey as the main tool for this study. The results achieved confirm that the behavior of generation y is affected by the authenticity, credibility and the type of influencer that is perceived, which is in line with the theory initially argued.
Description
Keywords
Geração Y Marketing de influência Credibilidade Autenticidade Tipologia de influenciador