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Abstract(s)
Nos dias que correm as redes sociais tem uma grande importância na vida da
população em geral. O Instagram criado em 2010 é uma plataforma conhecida pelo seu
conteúdo criativo, capaz de influenciar todos ou quase todos os que utilizam esta
plataforma online. Com a capacidade de influência que as plataformas online possuem,
surge uma nova oportunidade de trabalho na área do marketing. O marketing de
influência, trabalhado pelos influenciadores digitais, onde a sua opinião sobre um
produto/serviço de uma determinada marca, influencia ou persuade os seus seguidores
na compra do produto/serviço. A geração z é conhecida por ser digital, uma vez que não
viveu sem o contacto com o digital. Desta forma, a questão de investigação prende-se
com: Serão os influenciadores digitais no Instagram uma variável a ter em conta no
processo de decisão de compra na geração z em Portugal?
Para se responder à questão de investigação foi realizado um estudo quantitativo,
com utilização de um questionário online, partilhado em redes sociais e em plataformas
adequadas à população alvo, de forma a dar resposta às hipóteses levantas.
Com o presente estudo foi possível concluir que as redes sociais, são uma
oportunidade de divulgação de produtos ou serviços por parte dos influenciadores
digitais, que desta forma, tem a oportunidade de chegar a um número cada vez maior de
indivíduos.
Nowadays social networks have a major importance in the life of the general population. Instagram was created in 2010, a platform known for its creative content, capable of influencing everyone or almost everyone who uses this online platform. With the capacity of influence that online platforms have, a new job opportunity arises in the marketing area. Influence marketing, worked by digital influencers, give their opinion about a product / service of a certain brand, influences or persuades their followers to purchase the product / service. Generation z is known for being digital, since it has not lived without contact with digital. Thus, the research question concerns: Are the digital influencers on Instagram a variable to take into account in the purchase decision process in generation z in Portugal? To answer the research question, a quantitive study was carried out, using a online questionnaire, shared on social networks and on platforms suitable for the target, in order to answer to the hypotheses raised. With this study, it was possible to conclude that social networks are an opportunity for the dissemination of products or services by digital influencers, who thus have the opportunity to reach an increasing number of individuals.
Nowadays social networks have a major importance in the life of the general population. Instagram was created in 2010, a platform known for its creative content, capable of influencing everyone or almost everyone who uses this online platform. With the capacity of influence that online platforms have, a new job opportunity arises in the marketing area. Influence marketing, worked by digital influencers, give their opinion about a product / service of a certain brand, influences or persuades their followers to purchase the product / service. Generation z is known for being digital, since it has not lived without contact with digital. Thus, the research question concerns: Are the digital influencers on Instagram a variable to take into account in the purchase decision process in generation z in Portugal? To answer the research question, a quantitive study was carried out, using a online questionnaire, shared on social networks and on platforms suitable for the target, in order to answer to the hypotheses raised. With this study, it was possible to conclude that social networks are an opportunity for the dissemination of products or services by digital influencers, who thus have the opportunity to reach an increasing number of individuals.
Description
Keywords
Geração Z Redes sociais Instagram Comportamento do consumidor Influenciadores Digitais