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O papel dos influenciadores digitais e do electronic Word-of-Mouth no aumento da compra de cosméticos sustentáveis
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Resumo(s)
O nosso planeta está assente em duas características base, a tecnologia e a globalização. Hoje em dia é possível sermos influenciados à distancia de um click, por personalidades que nunca conhecemos pessoalmente, ou através de consumidores que partilham as suas opiniões deliberadamente através dos diferentes meios existentes no contexto online. A internet e as redes sociais tornaram-se veículos de influência,
principalmente em temas sensíveis como a sustentabilidade. O objetivo primordial desta investigação passa por analisar como é que a utilização de Influenciadores Digitais e Electronic Word-of-Mouth (eWOM), nas redes sociais Instagram e Youtube, irá influenciar a intenção de compra, e compra de cosméticos sustentáveis.
Este estudo apresenta uma natureza explanatória, e utiliza um estudo monométodo quantitativo, com uma ténica de amostragem não probabilística por conveniência. Foram recolhidas 327 respostas válidas, através de um inquérito online, sendo que estas repostas foram tratadas e analisadas através do software IBM SPSS Statistics 27.
Foi possível observar que os inquiridos acabam por não considerar que características como a Experiência, Credibilidade e Conhecimento dos Influenciadores Digitais sejam determinantes para a intenção, e para a compra de cosméticos sustentáveis.
No entanto, o eWOM é um determinante bastante forte na intenção de compra, e no aumento da compra de cosméticos sustentáveis. Conclui-se ainda que, a Teoria do Comportamento Planeado de Ajzen (1991) sustenta a predição do aumento da compra de cosméticos sustentáveis.
A nível académico, este estudo contribui para integrar o efeito de elementos da estratégia de marketing digital na modelização da compra de cosméticos sustentáveis.
Our planet is built on two basic characteristics, technology and globalization. Nowadays it is possible to be influenced at the distance of a click, by personalities we have never met personally, or by consumers who deliberately share their opinions through the different means existing in the online context. The Internet and social networks have become vehicles of influence, especially in sensitive topics such as sustainability. The primary objective of this research is to analyze the use of Digital Influencers and Electronic Word-of-Mouth (eWOM), on Instagram and Youtube, will influence the purchase intention, and purchase of Sustainable Cosmetics. This study has an explanatory nature, and uses a quantitative single-method study, with a non-probability convenience sampling technique. A total of 327 valid responses were collected through an online survey, and the responses were processed and analyzed using IBM SPSS Statistics 27 software. It was possible to observe that respondents do not consider characteristics such as Digital Influencers' Experience, Credibility and Knowledge to be determinant for the intention, and purchase of Sustainable Cosmetics. However, eWOM is a fairly strong determinant of purchase intention, and of increased purchase of Sustainable Cosmetics. It is further concluded that Ajzen's (1991) Theory of Planned Behavior turns out to be a predictor, and key to the increase of Sustainable Cosmetics purchase. On an academic level, this study contributes to integrating the effect of digital marketing strategy elements in shaping the purchase of Sustainable Cosmetics.
Our planet is built on two basic characteristics, technology and globalization. Nowadays it is possible to be influenced at the distance of a click, by personalities we have never met personally, or by consumers who deliberately share their opinions through the different means existing in the online context. The Internet and social networks have become vehicles of influence, especially in sensitive topics such as sustainability. The primary objective of this research is to analyze the use of Digital Influencers and Electronic Word-of-Mouth (eWOM), on Instagram and Youtube, will influence the purchase intention, and purchase of Sustainable Cosmetics. This study has an explanatory nature, and uses a quantitative single-method study, with a non-probability convenience sampling technique. A total of 327 valid responses were collected through an online survey, and the responses were processed and analyzed using IBM SPSS Statistics 27 software. It was possible to observe that respondents do not consider characteristics such as Digital Influencers' Experience, Credibility and Knowledge to be determinant for the intention, and purchase of Sustainable Cosmetics. However, eWOM is a fairly strong determinant of purchase intention, and of increased purchase of Sustainable Cosmetics. It is further concluded that Ajzen's (1991) Theory of Planned Behavior turns out to be a predictor, and key to the increase of Sustainable Cosmetics purchase. On an academic level, this study contributes to integrating the effect of digital marketing strategy elements in shaping the purchase of Sustainable Cosmetics.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Redes Sociais Instagram Youtube Influenciadores Digitais Electronic Word-of-Mouth Intenção de Compra Comportamento de Compra Cosméticos Sustentáveis Social Networks Digital Influencers Purchase Intention Purchase Behavior Sustainable Cosmetics
Contexto Educativo
Citação
Torcato, Carolina Fidalgo (2021). “O papel dos influenciadores digitais e do electronic Word-of-Mouth no aumento da compra de cosméticos sustentáveis”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão