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Alimentação saudável: o impacto dos influenciadores na intenção de compra dos seguidores
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Abstract(s)
Atendendo à crescente preocupação dos portugueses por uma alimentação saudável, por um lado, e ao fenómeno da utilização do marketing de influência pelas marcas, por outro lado, pretende-se com esta investigação perceber qual o impacto dos influenciadores digitais na intenção de compra dos seus seguidores, no universo dos produtos saudáveis.
A mudança de paradigma na forma como os consumidores consomem e partilham conteúdos levou as empresas a terem de adaptar as suas estratégias de marketing para influenciar as decisões de compra dos consumidores. Para que as empresas consigam perceber qual a estratégia de marketing de influência mais adequada, é importante perceber primeiro a forma como os consumidores olham para as publicações de influenciadores no universo da alimentação saudável e perceber de que forma as mesmas impactam a intenção de compra.
A presente dissertação baseia-se no princípio de que, tal como a publicidade tradicional, também as publicações de influenciadores, como bloggers, na comunicação de produtos utilizam apelos racionais e emocionais. Com este pressuposto, tentou-se perceber se estes apelos impactavam positivamente a atitude dos seguidores face à publicação e se, por sua vez, uma atitude positiva face à publicação, impactava positivamente a intenção de compra. Tentou-se ainda perceber se a indicação de “pago” numa publicação, que demonstra que existe uma relação comercial entre a marca do produto promovido e o influenciador, impactava negativamente a atitude face à publicação.
A investigação foi realizada tendo por base uma amostra não probabilística (amostragem por conveniência), constituída por 115 indivíduos, com idades entre os 18 e mais de 55 anos.
Utilizou-se uma metodologia quantitativa, onde foi realizado um questionário online, através de uma pesquisa experimental, com base em escalas já definidas por diversos autores, mas com uma adaptação ao estudo em causa, uma vez que se pretendia testar quatro hipóteses. No que concerne aos resultados foi possível concluir que os influenciadores têm impacto positivo na atitude dos seguidores face a publicações relacionadas com alimentação saudável quando fazem apelos racionais e emocionais, embora os apelos emocionais tenham mais impacto. Concluiu-se também que a atitude positiva face às publicações impacta positivamente na intenção de compra dos produtos saudáveis promovidos. Com os dados recolhidos neste estudo não foi possível confirmar que a atitude face às publicações é alterada consoante a tipologia de conteúdo, ou seja, que a atitude de face a uma publicação muda consoante o facto do conteúdo ser patrocinado ou não por uma marca.
Pretende-se com este estudo ajudar os profissionais de marketing no desenvolvimento de estratégias de marketing de influência mais eficazes, no universo da alimentação saudável, assim como servir de suporte a outras investigações mais alargadas neste âmbito.
As limitações deste estudo estão relacionadas com o tamanho da amostra pelo que se recomenda, em investigações futuras, uma maior abrangência da amostra e um maior equilíbrio entre o género dos inquiridos, para que se possa fazer uma comparação entre géneros. Recomenda-se ainda que a investigação seja complementada com uma análise qualitativa, para obter mais inputs no que respeita à forma como os inquiridos olham para a tipologia das publicações.
Attending the growing concern of the Portuguese people about healthy eating, and the phenomenon of the use of marketing influence by brands, this research aims to understand the impact of digital influencers on the purchase intention of their followers, in the universe of healthy products. The paradigm shift in the way people consume and share content has led companies to adapt their marketing strategies to influence consumer buying decisions. In order for companies to understand the most appropriate influence marketing strategy, it is important to first understand how consumers look at influential publications in the healthy eating universe and see how it impacts the purchase intent. The present dissertation is based on the principle that, like traditional advertising, the influential publications, such as bloggers, use rational and emotional appeals. With this assumption, i tried to see if these appeals impact positively the attitude towards publication and if that has a positive impact on the purchase intention. I also tried to understand whether the indication of "paid" in a publication, which shows that there is a commercial relationship between the promoted product brand and the influencer, impact negatively the attitude towards the publication. The research was carried out based on a non-probabilistic sample (convenience sampling), consisting of 115 individuals, aged between 18 and over 55 years. A quantitative methodology was used, where an online questionnaire was carried out, through an experimental research, based on scales already defined by several authors, but with an adaptation to the study in question, since it was intended to test four hypotheses. Regarding the results, it was possible to conclude that the influencers have a positive impact on the attitude towards publications related to healthy products when they use rational and emotional appeals, although the emotional appeals have more impact. It was also concluded that the positive attitude towards the publications has a positive impact on the purchase intention of the promoted healthy products. From the data collected in this study it was not possible to confirm that the attitude towards the publications change according to the type of content. The aim of this study is to help marketers develop more effective marketing strategies in the healthy world, as well as to support further research in this field. The limitations of this study are related to the size of the sample, so i recommend, in future investigations, a larger sample and a better balance between the gender of respondents. I also recommend that the research be complemented with a qualitative analysis, to obtain more inputs as to how respondents look at the typology of publications.
Attending the growing concern of the Portuguese people about healthy eating, and the phenomenon of the use of marketing influence by brands, this research aims to understand the impact of digital influencers on the purchase intention of their followers, in the universe of healthy products. The paradigm shift in the way people consume and share content has led companies to adapt their marketing strategies to influence consumer buying decisions. In order for companies to understand the most appropriate influence marketing strategy, it is important to first understand how consumers look at influential publications in the healthy eating universe and see how it impacts the purchase intent. The present dissertation is based on the principle that, like traditional advertising, the influential publications, such as bloggers, use rational and emotional appeals. With this assumption, i tried to see if these appeals impact positively the attitude towards publication and if that has a positive impact on the purchase intention. I also tried to understand whether the indication of "paid" in a publication, which shows that there is a commercial relationship between the promoted product brand and the influencer, impact negatively the attitude towards the publication. The research was carried out based on a non-probabilistic sample (convenience sampling), consisting of 115 individuals, aged between 18 and over 55 years. A quantitative methodology was used, where an online questionnaire was carried out, through an experimental research, based on scales already defined by several authors, but with an adaptation to the study in question, since it was intended to test four hypotheses. Regarding the results, it was possible to conclude that the influencers have a positive impact on the attitude towards publications related to healthy products when they use rational and emotional appeals, although the emotional appeals have more impact. It was also concluded that the positive attitude towards the publications has a positive impact on the purchase intention of the promoted healthy products. From the data collected in this study it was not possible to confirm that the attitude towards the publications change according to the type of content. The aim of this study is to help marketers develop more effective marketing strategies in the healthy world, as well as to support further research in this field. The limitations of this study are related to the size of the sample, so i recommend, in future investigations, a larger sample and a better balance between the gender of respondents. I also recommend that the research be complemented with a qualitative analysis, to obtain more inputs as to how respondents look at the typology of publications.
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Keywords
Alimentação saudável Marketing de influência Influenciadores Apelos racionais Apelos emocionais Publicações patrocinadas