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Marketing de Influência: indicadores de sucesso no panorama português
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Abstract(s)
O marketing de influência é uma atividade recente que tem vindo a captar o in-teresse das marcas. Este interesse advém do desenvolvimento tecnológico da internet e das redes sociais, que vem incrementando a relação entre os indiví-duos e as novas tecnologias. Neste sentido, as agências de marketing e as mar-cas têm aplicado esforços no desenvolvimento de estratégias para a transmissão da sua mensagem aos consumidores, assim o marketing de influência tornou-se rapidamente numa nova forma de captar clientes e garantir o incremento do re-torno do investimento. Tendo em conta tal realidade, a presente investigação procurou estudar os fundamentos de uma boa comunicação através do recurso a influenciadores em redes sociais. Através do estudo empírico e dos modelos neste apresentado, foram identificadas caraterísticas que serviram de suporte à construção da metodologia aplicada. Desta forma, desenvolveu-se um estudo quantitativo, sob a forma de questionário, direcionado para uma população alvo de 2.219.004 indivíduos com ligação à internet em Portugal e com perfil criado nas redes sociais. Posteriormente procedeu-se à análise estatística dos dados, onde foram sujeitos a uma análise fatorial. Os resultados determinaram seis fatores responsáveis por mais de 60% do conceito de qualidade percebida através de influenciadores digitais.
Influence marketing is a recent activity that has captured the interest of brands. This interest comes from the technological development of the Internet and social networks, which has been increasing the relationship between individuals and new technologies. Marketing agencies and brands have applied efforts in the de-velopment of strategies to deliver their message to consumers, so Influence Mar-keting has become a new way of attracting customers and ensuring a return on investment. In view of this reality, this research has sought to study the funda-mentals of good communication using influencers in social networks. Through the empirical study and the models presented here, features were identified that served to support the construction of the methodology applied. In this way, a quantitative study was developed, in the form of a questionnaire, directed to a target population of 2,219,004 individuals with an internet connection in Portugal and a profile created on social networks. Afterwards, statistical analysis of the data was carried out, where they were subjected to a factorial analysis. The re-sults determined six factors responsible for more than 60% of the concept of qual-ity perceived through digital influences.
Influence marketing is a recent activity that has captured the interest of brands. This interest comes from the technological development of the Internet and social networks, which has been increasing the relationship between individuals and new technologies. Marketing agencies and brands have applied efforts in the de-velopment of strategies to deliver their message to consumers, so Influence Mar-keting has become a new way of attracting customers and ensuring a return on investment. In view of this reality, this research has sought to study the funda-mentals of good communication using influencers in social networks. Through the empirical study and the models presented here, features were identified that served to support the construction of the methodology applied. In this way, a quantitative study was developed, in the form of a questionnaire, directed to a target population of 2,219,004 individuals with an internet connection in Portugal and a profile created on social networks. Afterwards, statistical analysis of the data was carried out, where they were subjected to a factorial analysis. The re-sults determined six factors responsible for more than 60% of the concept of qual-ity perceived through digital influences.
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Keywords
Influenciadores digitais Influenciadores digitais Redes sociais Marketing estratégico Utilizadores de redes sociais Comunicação