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O papel dos influenciadores digitais do Instagram no processo de decisão de escolha de destinos turísticos na geração Y
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Orientador(es)
Resumo(s)
As redes sociais online têm, nos últimos anos, ganho cada vez mais popularidade. Usadas
tanto por consumidores como empresas, as marcas começam a apostar nestas plataformas para
comunicar os seus serviços, através do marketing de influência. Esta técnica recorre aos
influenciadores digitais que, devido ao seu elevado número de seguidores, acabam por
influenciar as decisões de consumo de quem os segue. Desta forma, o principal objetivo deste
estudo consiste em compreender qual o papel dos influenciadores digitais no processo de
decisão de escolha de destinos turísticos, na Geração Y.
Orientada por um estudo quantitativo mono-método, de natureza explanatória, esta
investigação decorreu num horizonte temporal cross-sectional. Com uma amostragem não
probabilística por conveniência e uma recolha de dados através de um questionário online,
obtiveram-se, no total, 504 respostas válidas.
Os resultados alcançados demonstraram que a interatividade, a informação e a
conveniência são as gratificações mais procuradas pelos consumidores para seguir
influenciadores digitais, pelo que a conveniência é aquela que tem uma relação mais forte
quando relacionada com o engagement. Por sua vez, a atitude do consumidor para com um
influenciador digital está positivamente associada ao nível de engagement que este tem com
próprio influenciador, o que acaba por influenciar positivamente, também, a intenção de
compra do consumidor para com os destinos turísticos promovidos pelo influenciador.
Em termos académicos este estudo contribui para ampliar a literatura sobre o marketing
de influência, relacionando-o com diferentes variáveis e a sua ligação entre si, ainda pouco
exploradas anteriormente. A nível empresarial, os resultados obtidos permitem compreender
melhor de que forma o processo de decisão de compra dos consumidores pode ser influenciado
pelos influenciadores digitais, permitindo às empresas criar campanhas de marketing mais
eficazes.
Online social networks have become increasingly popular in the last few years. Used by both consumers and companies, brands are starting to use these platforms to communicate their services through influencer marketing. This technique uses digital influencers who, due to their large number of followers, end up influencing the consumption decisions of those who follow them. In this way, the main objective of this study is to understand the role of digital influencers in Generation Y's decision-making process when choosing tourist destinations. Guided by a single-method quantitative study of an explanatory nature, this research took place over a cross-sectional time horizon. With a non-probabilistic convenience sample and data collection through an online questionnaire, a total of 504 valid responses were obtained. The results showed that interactivity, information and convenience are the gratifications most sought after by consumers when following digital influencers, with convenience having the strongest relationship with engagement. In turn, the consumer's attitude towards a digital influencer is positively associated with the level of engagement they have with the influencer themselves, which also ends up positively influencing the consumer's purchase intention towards the tourist destinations promoted by the influencer. In academic terms, this study contributes to expanding the literature on influencer marketing, relating it to different variables and their connection to each other, which have not been explored before. At a business level, the results obtained provide a better understanding of how consumers' purchasing decision process can be influenced by digital influencers, allowing companies to create more effective marketing campaigns.
Online social networks have become increasingly popular in the last few years. Used by both consumers and companies, brands are starting to use these platforms to communicate their services through influencer marketing. This technique uses digital influencers who, due to their large number of followers, end up influencing the consumption decisions of those who follow them. In this way, the main objective of this study is to understand the role of digital influencers in Generation Y's decision-making process when choosing tourist destinations. Guided by a single-method quantitative study of an explanatory nature, this research took place over a cross-sectional time horizon. With a non-probabilistic convenience sample and data collection through an online questionnaire, a total of 504 valid responses were obtained. The results showed that interactivity, information and convenience are the gratifications most sought after by consumers when following digital influencers, with convenience having the strongest relationship with engagement. In turn, the consumer's attitude towards a digital influencer is positively associated with the level of engagement they have with the influencer themselves, which also ends up positively influencing the consumer's purchase intention towards the tourist destinations promoted by the influencer. In academic terms, this study contributes to expanding the literature on influencer marketing, relating it to different variables and their connection to each other, which have not been explored before. At a business level, the results obtained provide a better understanding of how consumers' purchasing decision process can be influenced by digital influencers, allowing companies to create more effective marketing campaigns.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Influenciadores Digitais Gratificações Engagement Atitude Intenção de Compra Digital Influencers Gratifications Attitude Purchase Intention
Contexto Educativo
Citação
Sobreiras, Catarina Gonçalves (2023). "O papel dos influenciadores digitais do Instagram no processo de decisão de escolha de destinos turísticos na geração Y". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão