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A influência das redes sociais e dos micro-influencers na decisão do consumidor: setor da restauração
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Abstract(s)
A presente dissertação é elaborada no âmbito do mestrado em ciências empresariais e tem o objetivo de perceber qual a influência das redes socais e dos micro-influencers na decisão do consumidor, no setor da restauração, através do estudo realizado com consumidores que utilizam as redes socais e com micro-influencers que partilham conteúdo sobre restaurantes. Por meio da análise dos resultados, verificou-se que as redes sociais e os micro-influencers atuam de forma significativa quanto à influência na escolha do consumidor no setor da restauração. Não só pelo facto de partilharem conteúdos visuais, textos e suas experiências vividas nesses restaurantes, mas também por transmitirem características como credibilidade e confiança.
The present dissertation is elaborated for the master’s degree on corporate sciences and has the goal of understanding which is the influence of social media and the micro- influencers on the consumer’s decision-making, in the restaurant business industry, with the use of the study realized with consumers that use social media and with micro-influencers that share contents about restaurants. With the analysis of the results, it was verified that social media and micro-influencers act significatively about the consumers choice on the restaurant business industry; not only by the fact that they are sharing visual contents, texts and their experiences on those restaurants but also because they transmit characteristics like credibility and trust.
The present dissertation is elaborated for the master’s degree on corporate sciences and has the goal of understanding which is the influence of social media and the micro- influencers on the consumer’s decision-making, in the restaurant business industry, with the use of the study realized with consumers that use social media and with micro-influencers that share contents about restaurants. With the analysis of the results, it was verified that social media and micro-influencers act significatively about the consumers choice on the restaurant business industry; not only by the fact that they are sharing visual contents, texts and their experiences on those restaurants but also because they transmit characteristics like credibility and trust.
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Keywords
Micro-influencer Redes sociais Restauração Consumidor Social media Restaurant business industry Consumer