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O impacto dos influenciadores na intenção de compra dos consumidores na rede social Xiaohongshu
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As redes sociais desempenham um papel cada vez mais relevante na sociedade moderna, por isso a influencia dos influenciadores tem vindo a aumentar. O objetivo deste estudo é analisar a forma como os influenciadores das redes sociais, enquanto plataforma de marketing cada vez mais dominante, influenciam as intenções e compra dos consumidores, com um estudo específico focalizado na Xiaohongshu. Este estudo avalia o impacto dos influenciadores nas decisões de compra dos consumidores, analisando as caraterísticas dos influenciadores e a confiança que os consumidores têm nos influenciadores na plataforma. Adotou-se uma abordagem quantitativa para atingir os objetivos do estudo. Foi recolhida uma grande quantidade de dados dos consumidores, com 484 respostas através de um questionário online para avaliar o impacto de fatores como a confiabilidade, a expertise e o nível de interação do influenciador nas intenções de compra. Os dados foram analisados com recurso ao SPSS e ao SmartPLS 4. Os resultados sugerem que a confiabilidade, a expertise e a interatividade aumentam significativamente a confiança nos influenciadores, o que, por sua vez, reforça a intenção de compra dos consumidores. A investigação neste documento constitui uma referência valiosa para as marcas e os profissionais de marketing quando selecionam e colaboram com influenciadores das redes sociais, especialmente no mercado chinês. Além disso, verificou-se que o engagement da marca não modera significativamente a relação entre a confiança e a intenção de compra, sugerindo que os consumidores confiam mais na confiança direta nos influenciadores do que na interação com a marca quando tomam decisões de compra. As empresas devem concentrar-se na seleção de influenciadores altamente credíveis e na manutenção da autenticidade e consistência dos conteúdos para aumentar mais eficazmente a intenção de compra dos consumidores. Este estudo proporciona novos insights em relação ao papel dos influenciadores das redes sociais nas decisões de compra dos consumidores, aplicando o modelo S-O-R para explorar as características dos influenciadores. Apresentam-se também algumas limitações teóricos e práticos do estudo.
Social media plays an increasingly important role in modern society, so the influence of influencers is growing. The aim of this study is to analyze how social media influencers, as an increasingly dominant marketing platform, influence consumer purchasing intentions, with a specific study focused on Xiaohongshu. This study evaluates the impact of influencers on consumers' purchasing decisions, analyzing the characteristics of influencers and the trust consumers have in influencers on the platform. A quantitative approach was adopted to achieve the study's objectives. A large amount of consumer data was collected, with 484 responses via an online questionnaire to assess the impact of factors such as the influencer's credibility, expertise, and level of interaction on purchase intentions. The data was analyzed using SPSS and SmartPLS 4. The results suggest that trustworthiness, expertise, and interactivity significantly increase influencers' trust, which in turn strengthens consumers' purchase intention. The research in this paper provides a valuable reference for brands and marketers when selecting and collaborating with social media influencers, especially in the Chinese market. In addition, it was found that brand engagement does not significantly moderate the relationship between trust and purchase intention, suggesting that consumers rely more on direct trust in influencers than on brand interaction when making purchase decisions. Companies should focus on selecting highly credible influencers and maintaining authenticity and consistency of content to increase consumer purchase intent more effectively. This study provides new insights regarding the role of social media influencers in consumer purchase decisions by applying the S-O-R model to explore the characteristics of influencers. Some theoretical and practical limitations of the study are also presented.
Social media plays an increasingly important role in modern society, so the influence of influencers is growing. The aim of this study is to analyze how social media influencers, as an increasingly dominant marketing platform, influence consumer purchasing intentions, with a specific study focused on Xiaohongshu. This study evaluates the impact of influencers on consumers' purchasing decisions, analyzing the characteristics of influencers and the trust consumers have in influencers on the platform. A quantitative approach was adopted to achieve the study's objectives. A large amount of consumer data was collected, with 484 responses via an online questionnaire to assess the impact of factors such as the influencer's credibility, expertise, and level of interaction on purchase intentions. The data was analyzed using SPSS and SmartPLS 4. The results suggest that trustworthiness, expertise, and interactivity significantly increase influencers' trust, which in turn strengthens consumers' purchase intention. The research in this paper provides a valuable reference for brands and marketers when selecting and collaborating with social media influencers, especially in the Chinese market. In addition, it was found that brand engagement does not significantly moderate the relationship between trust and purchase intention, suggesting that consumers rely more on direct trust in influencers than on brand interaction when making purchase decisions. Companies should focus on selecting highly credible influencers and maintaining authenticity and consistency of content to increase consumer purchase intent more effectively. This study provides new insights regarding the role of social media influencers in consumer purchase decisions by applying the S-O-R model to explore the characteristics of influencers. Some theoretical and practical limitations of the study are also presented.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Redes Sociais Marketing de Influenciadores Intenção de Compra Comportamento do Consumidor Xiaohongshu Social Media Influencer Marketing Purchase intention Consumer Behavior Little Red Book
Contexto Educativo
Citação
Xu, Yu (2024). “O impacto dos influenciadores na intenção de compra dos consumidores na rede social Xiaohongshu”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão