Loading...
Publication
A diferença do impacto dos micro e macro influenciadores na rede social Instagram
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.96 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Nos últimos anos, é cada vez mais frequente a presença de marcas nas redes sociais e a aposta no Marketing de Influência por parte delas, devido à interferência que os influenciadores podem ter na decisão de compra dos consumidores. O presente estudo tem como objetivo verificar a diferença do impacto dos Micro e Cacro influenciadores nos utilizadores no que diz respeito à rede social Instagram. De um modo mais específico, investigar se efetivamente os Macro influenciam mais que os Micro e se realmente compensa às marcas investir de igual forma nos Macro e Micro. De modo a analisar esta diferença, adotou-se uma metodologia qualitativa, realizando entrevistas a agências de comunicação e uma metodologia quantitativa, realizando inquéritos a utilizadores do Instagram. Foi concluído nesta investigação que os Micro Influenciadores são reconhecidos pelos utilizadores e influenciam mais em termos percentuais do que os Macro Influenciadores. Contudo, são os Macro Influenciadores que apresentam um grau de proximidade maior com os utilizadores. A par disso, constatou-se que a seleção dos Influenciadores Digitais numa campanha publicitária é realizada com base da identificação do influenciador em consonância com a marca ou produto/serviço em questão. Primeiramente é realizada uma análise do influenciador, verificação das estatísticas e seguidamente uma seleção consoante o budget do cliente. Por último, foi concluído também que as marcas têm resultados positivos com a inclusão de Influenciadores Digitais na sua estratégia de comunicação e é necessário cruzar Micro e Macro para oferecer uma melhor proposta ao cliente.
In the last few years, the investment in influence marketing and the existence of brands in social media became more common, due to the role that influencers can have in costumers’ buying decision. This study intends to verify the difference between the micro and macro influencers’ impact regarding the social media Instagram. More precisely, to research if macro influencers are indeed more effective than the micro influencers and if the brands benefit equally by investing in both. To analyze this variation, it was created a qualitative method, that consists of interviewing communication companies and a quantitative method, that consists of presenting surveys to Instagram users. It has been concluded that the micro influencers are acknowledge by the users and are more effective than the macro influencers. However, the macro influencers present a greater degree of proximity with the users. Along with that, it was found that the digital influencers’ selection in advertising campaigns is made based on the correlation between the influencer’s identification and the brand or product/service that will be advertised. Firstly, an analysis on the influencer is made and then it proceeds a statistic check and the selection according to the clients’ budget. Lastly, it was also concluded that the brands have positive results by including digital influencers in its strategy and that having the presence of both micro and macro influencers help in presenting better offers to the clients.
In the last few years, the investment in influence marketing and the existence of brands in social media became more common, due to the role that influencers can have in costumers’ buying decision. This study intends to verify the difference between the micro and macro influencers’ impact regarding the social media Instagram. More precisely, to research if macro influencers are indeed more effective than the micro influencers and if the brands benefit equally by investing in both. To analyze this variation, it was created a qualitative method, that consists of interviewing communication companies and a quantitative method, that consists of presenting surveys to Instagram users. It has been concluded that the micro influencers are acknowledge by the users and are more effective than the macro influencers. However, the macro influencers present a greater degree of proximity with the users. Along with that, it was found that the digital influencers’ selection in advertising campaigns is made based on the correlation between the influencer’s identification and the brand or product/service that will be advertised. Firstly, an analysis on the influencer is made and then it proceeds a statistic check and the selection according to the clients’ budget. Lastly, it was also concluded that the brands have positive results by including digital influencers in its strategy and that having the presence of both micro and macro influencers help in presenting better offers to the clients.
Description
Keywords
Marketing digital Marketing de influência Social media Instagram