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O impacto do influenciador digital no comportamento do consumidor
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Orientador(es)
Resumo(s)
Com o crescimento das redes sociais é cada vez mais notória a importância do influenciador digital no comportamento, atitude e decisão do consumidor. Entre muitos outros fatores, o influenciador pode impactar o envolvimento do consumidor, a atitude do consumidor em relação ao conteúdo gerado por utilizadores (CGU) e, consequentemente, a relação do consumidor com a marca e a sua intenção de compra. Este estudo pretende averiguar quais são os atributos do influenciador digital que efetivamente contribuem para a persuasão do comportamento do consumidor e descobrir quais são os fatores relevantes para as marcas melhorarem a relação com o consumidor.
A presente dissertação teve por base um estudo quantitativo mono-método, sendo de natureza explanatória, e decorreu num horizonte temporal cross-sectional. Foi utilizada uma amostra não probabilística por conveniência, cujos dados foram recolhidos através um questionário online. No total, obtiveram-se 251 respostas válidas, sendo os dados analisados com recurso Excel e ao SmartPLS, através de técnicas estatísticas.
Os resultados obtidos demonstraram que, no que toca à atitude do consumidor em relação ao CGU, a congruência e o valor informativo do influenciador são os únicos fatores que a impactam. No caso do envolvimento do consumidor, foram confirmados a congruência e os valores informativo e experiencial como os fatores das características do influenciador que influenciam a dimensão referida. Por sua vez, a relação do consumidor com a marca é impactada positivamente pela atitude do consumidor em relação a CGU e também pelo envolvimento do consumidor. No que toca aos aspetos identificados na relação do consumidor com a marca, todos mostraram-se relevantes para a explicação do aumento da intenção de compra.
A nível académico, o presente estudo permitiu o enriquecimento do conhecimento sobre o impacto do influenciador digital no comportamento do consumidor e na relação com a marca, ao explorar relações que ainda não tinham sido estabelecidas ou analisadas conjuntamente. A nível empresarial, fornece informações para o delineamento de estratégias de marketing, ilustrando a importância do uso de influenciadores no fortalecimento da relação da marca com o consumidor.
With the growth of social media, the importance of digital influencers in consumer behavior, attitudes and decisions is becoming increasingly notorious. Among numerous other factors, influencers can impact customer engagement, the consumer’s attitude towards user-generated content (UGC) and, consequently, the consumer's relationship with the brand and their intention to purchase. This study aims to determine which attributes of the digital influencer effectively contribute to the persuasion of consumer behavior, while discovering which are its relevant factors for brands to improve their relationship with their customers. This dissertation was based on a single-method quantitative study, with an explanatory nature and a cross-sectional time horizon. A non-probabilistic convenience sample was used, and data was collected using an online questionnaire. A total of 251 valid responses were obtained, and the data was analyzed using Excel and SmartPLS, using statistical techniques. The results demonstrated that, as far as consumer attitude towards UCG is concerned, the influencer's congruence and informative value are the only factors that impact it. In the case of costumer engagement, the congruence and the informative and experiential values were confirmed as the factors of the influencer's characteristics that impact this dimension. On the other hand, the consumer's relationship with the brand is positively impacted by the consumer's attitude towards the UCG and also by consumer engagement. In fact, all the results identified in terms of the consumer's relationship with the brand proved to be relevant in explaining the increase in purchase intention. At the academic level, this study has enriched knowledge about the impact of digital influencers on consumer behavior and brand relationships, by exploring relationships that had not yet been established or analyzed together. At the business level, it provides information for designing marketing strategies, illustrating the importance of using influencers to strengthen the brand's relationship with the consumer.
With the growth of social media, the importance of digital influencers in consumer behavior, attitudes and decisions is becoming increasingly notorious. Among numerous other factors, influencers can impact customer engagement, the consumer’s attitude towards user-generated content (UGC) and, consequently, the consumer's relationship with the brand and their intention to purchase. This study aims to determine which attributes of the digital influencer effectively contribute to the persuasion of consumer behavior, while discovering which are its relevant factors for brands to improve their relationship with their customers. This dissertation was based on a single-method quantitative study, with an explanatory nature and a cross-sectional time horizon. A non-probabilistic convenience sample was used, and data was collected using an online questionnaire. A total of 251 valid responses were obtained, and the data was analyzed using Excel and SmartPLS, using statistical techniques. The results demonstrated that, as far as consumer attitude towards UCG is concerned, the influencer's congruence and informative value are the only factors that impact it. In the case of costumer engagement, the congruence and the informative and experiential values were confirmed as the factors of the influencer's characteristics that impact this dimension. On the other hand, the consumer's relationship with the brand is positively impacted by the consumer's attitude towards the UCG and also by consumer engagement. In fact, all the results identified in terms of the consumer's relationship with the brand proved to be relevant in explaining the increase in purchase intention. At the academic level, this study has enriched knowledge about the impact of digital influencers on consumer behavior and brand relationships, by exploring relationships that had not yet been established or analyzed together. At the business level, it provides information for designing marketing strategies, illustrating the importance of using influencers to strengthen the brand's relationship with the consumer.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
redes sociais influenciador digital envolvimento do consumidor conteúdo gerado por utilizador relação com a marca social media digital influencer customer engagement user generated content brand relationship
Contexto Educativo
Citação
Almeida, Maria Catarina Cartaxo de (2023). “O impacto do influenciador digital no comportamento do consumidor”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão