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Marketing de influência na indústria de fast fashion : influenciadores humanos e virtuais
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Orientador(es)
Resumo(s)
O marketing de influência digital tem sido alvo de crescimento notório, refletindo
mudanças nas práticas de consumo e na forma como os consumidores interagem com as
marcas. Adicionalmente, os avanços tecnológicos levaram ao surgimento de uma nova
forma de influenciador digital, o influenciador virtual. Neste sentido, o presente estudo
investiga o impacto do tipo de influenciador digital (humano vs. virtual) na reputação da
marca e nas atitudes do consumidor em relação à mesma, no contexto de fast fashion. A
investigação seguiu uma abordagem quantitativa, através de um estudo experimental. Os
resultados não revelam diferenças estatisticamente significativas do tipo de influenciador
digital na reputação da marca e nas atitudes dos consumidores face à mesma. No entanto,
o conhecimento da marca modera a influência do tipo de influenciador digital na
reputação da marca e nas atitudes do consumidor. Ademais, a credibilidade da fonte
mostrou desempenhar um papel mediador na relação entre o tipo de influenciador e a
reputação da marca, bem como nas atitudes do consumidor face à marca. Já o apego
emocional exerce um papel mediador somente na relação entre o tipo de influenciador e
as atitudes do consumidor em relação à marca.
Digital influencer marketing has seen notable growth, reflecting changes in consumer practices and the way consumers interact with brands. In addition, technological advances have led to the emergence of a new form of digital influencer, the virtual influencer. In this sense, this study investigates the impact of the type of digital influencer (human vs. virtual) on brand reputation and consumer attitudes towards the brand, in the context of fast fashion. The research followed a quantitative approach through an experimental study. The results show no statistically significant differences in the type of digital influencer on brand reputation and consumer attitudes towards the brand. However, brand awareness moderates the influence of the type of digital influencer on brand reputation and consumer attitudes. Furthermore, the credibility of the source was shown to play a mediating role in the relationship between the type of influencer and brand reputation, as well as in consumer attitudes towards the brand. Emotional attachment played a mediating role only in the relationship between the type of influencer and consumer attitudes towards the brand.
Digital influencer marketing has seen notable growth, reflecting changes in consumer practices and the way consumers interact with brands. In addition, technological advances have led to the emergence of a new form of digital influencer, the virtual influencer. In this sense, this study investigates the impact of the type of digital influencer (human vs. virtual) on brand reputation and consumer attitudes towards the brand, in the context of fast fashion. The research followed a quantitative approach through an experimental study. The results show no statistically significant differences in the type of digital influencer on brand reputation and consumer attitudes towards the brand. However, brand awareness moderates the influence of the type of digital influencer on brand reputation and consumer attitudes. Furthermore, the credibility of the source was shown to play a mediating role in the relationship between the type of influencer and brand reputation, as well as in consumer attitudes towards the brand. Emotional attachment played a mediating role only in the relationship between the type of influencer and consumer attitudes towards the brand.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
influenciadores digitais influenciador humano influenciador virtual reputação da marca atitudes do consumidor em relação à marca fast fashion credibilidade da fonte apego emocional conhecimento da marca digital influencers human influencer virtual influencer brand reputation consumer attitudes towards the brand fast fashion source credibility emotional attachment brand knowledge
Contexto Educativo
Citação
Correia, Mariana Guedes Pinto de Rosado (2024). “Marketing de influência na indústria de fast fashion : influenciadores humanos e virtuais”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão