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Impacto dos atos de fala expressivos (vs. assertivos) na intenção de compra e na intenção de seguir um influencer
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Orientador(es)
Resumo(s)
Com a crescente relevância do conteúdo em vídeo nas redes socias, é importante para os influencers e profissionais de marketing compreender de que forma se pode criar conteúdo promocional em vídeo com o qual o público-alvo se identifique e que o motiva a comprar os produtos mencionados nos vídeos.
Nesse sentido, o presente estudo pretende entender o papel dos atos de fala expressivos e assertivos nos vídeos promocionais dos influencers nas redes sociais e de que forma estes podem impactar a intenção de compra de um produto e a intenção de seguir o influencer, através da perceção de autenticidade do influencer. Adicionalmente, pretende-se examinar de que forma a homofilia percecionada pelo consumidor, relativamente ao influencer, pode alterar a relação entre os atos de fala e a intenção de compra do produto e de seguir o influencer.
Foi usado o método experimental, com recurso a um questionário online, para testar a teoria proposta. Foram recolhidas 402 respostas válidas. Os dados recolhidos permitiram concluir que os atos de fala assertivos, bem como os expressivos, não têm impacto na intenção de compra e na intenção de seguir um influencer.
Este estudo elucida uma área ainda pouco investigada, pois embora diversos estudos se tenham debruçado sobre o papel dos atos de fala em contexto escrito, a investigação sobre o papel dos diferentes atos de fala em contexto de vídeo continua a ser escassa, assim, o presente estudo irá contribuir para a literatura acerca do papel dos atos de fala expressivos e assertivos em contexto de vídeo.
With the growing relevance of video content on social media, it is important for influencers and marketing professionals to understand how to create promotional video content that the target audience can identify with and that motivates them to buy the products mentioned in the videos. In this sense, this study aims to understand the role of expressive and assertive speech acts in influencers' promotional videos on social media and how they can impact the intention to buy a product and the intention to follow the influencer, through the perception of the influencer's authenticity. In addition, the aim is to examine how consumer-perceived homophily towards the influencer can alter the relationship between speech acts and the intention to buy the product and follow the influencer. The experimental method, using an online questionnaire, was used to test the proposed theory. 402 valid responses were collected. The data collected led to the conclusion that assertive and expressive speech acts have no impact on the intention to buy and the intention to follow an influencer. This study sheds light on an area that is still under-researched, because although several studies have looked at the role of speech acts in a written context, research into the role of different speech acts in a video context is still scarce, so this study will contribute to the literature on the role of expressive and assertive speech acts in a video context.
With the growing relevance of video content on social media, it is important for influencers and marketing professionals to understand how to create promotional video content that the target audience can identify with and that motivates them to buy the products mentioned in the videos. In this sense, this study aims to understand the role of expressive and assertive speech acts in influencers' promotional videos on social media and how they can impact the intention to buy a product and the intention to follow the influencer, through the perception of the influencer's authenticity. In addition, the aim is to examine how consumer-perceived homophily towards the influencer can alter the relationship between speech acts and the intention to buy the product and follow the influencer. The experimental method, using an online questionnaire, was used to test the proposed theory. 402 valid responses were collected. The data collected led to the conclusion that assertive and expressive speech acts have no impact on the intention to buy and the intention to follow an influencer. This study sheds light on an area that is still under-researched, because although several studies have looked at the role of speech acts in a written context, research into the role of different speech acts in a video context is still scarce, so this study will contribute to the literature on the role of expressive and assertive speech acts in a video context.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
assertivo expressivo social network influencers autenticidade homofilia assertive expressive authenticity homophily
Contexto Educativo
Citação
Pão, Catarina Sofia Figueira Rodrigues (2023). “Impacto dos atos de fala expressivos (vs. assertivos) na intenção de compra e na intenção de seguir um influencer”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão