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Authors
Advisor(s)
Abstract(s)
O marketing de influência tem sido abordado de forma crescente por diversas
perspetivas de investigação. Especificamente, a divulgação explícita de publicidade pelo
influenciador é um tópico a ser estudado, tendo em conta que pode influenciar ou não as atitudes
que os consumidores têm face a um influenciador digital, a intenção de compra de um produto
e a intenção de recomendar online os produtos.
Neste sentido, esta dissertação aborda as interpretações dos consumidores face à
divulgação explícita de conteúdo publicitário pelo influenciador digital, para perceber como é
que essas interpretações se associam às atitudes face ao influenciador, à intenção de compra, e
à intenção de recomendar um produto online.
Este estudo adota uma abordagem qualitativa e utiliza um método único de recolha de
dados. Recorre-se a uma estratégia de inquérito, com recurso a entrevistas semiestruturadas a
17 consumidores que utilizavam o Instagram, de forma a perceber como se interpreta a
divulgação explícita de conteúdo publicitário pelo influenciador digital, ou seja, se é possível
reconhecer facilmente uma parceria entre uma marca e um influenciador e os efeitos desse
reconhecimento na perceção do consumidor e na sua avaliação do influenciador digital.
Os resultados obtidos permitem destacar que os seguidores conseguem detetar a
presença de uma parceria feita entre uma marca e um influenciador. Os consumidores
desenvolvem atitudes negativas face aos influenciadores digitais e evitam comprar produtos
que foram recomendados pelos mesmos.
Este estudo incrementa a literatura existente, ao que aborda as perceções dos
consumidores sobre a relação dos influenciadores digitais com as marcas e os efeitos dessa
saliência para os consumidores. Este estudo permite aos profissionais de marketing obterem
insights para melhor captar as opiniões dos seguidores e as suas perceções face ao conteúdo
publicitário explicitamente divulgado pelo influenciador digital e mesmo, compreender as
atitudes que os seguidores têm em relação aos influenciadores digitais.
Influencer marketing has been increasingly followed by different research perspectives. Specifically, the explicit disclosure of advertising by the influencer is a topic to be considered, taking into account that it may or may not influence the attitudes that consumers have towards a digital influencer, the intention to purchase a product and the intention to recommend online products. In this sense, this dissertation addresses how to understand consumers in the face of explanatory disclosure of advertising content by the digital influencer, to understand how interpreted tests are associated with attitudes towards the influencer, purchase intention, and the intention to recommend an online product. This study adopts a qualitative approach and uses a unique data collection method. A survey strategy is used, using semi-structured interviews with 17 consumers who use Instagram, in order to understand how the explicit disclosure of advertising content by the digital influencer is interpreted, that is, whether it is possible to easily recognize a partnership between a brand and an influencer and the effects of this recognition on the consumer's perception and evaluation of the digital influencer. The results obtained allow highlighting that followers are able to detect the presence of a partnership made between a brand and an influencer. Consumers develop negative attitudes towards digital influencers and avoid buying products that were recommended by them. This study builds on the existing literature by addressing consumers' perceptions of the relationship between digital influencers and brands and the effects of this salience on consumers. This study allows marketing professionals to obtain insights to better capture the opinions of followers and their perceptions of the advertising content explicitly disclosed by the digital influencer and even understand the attitudes that followers have in relation to digital influencers.
Influencer marketing has been increasingly followed by different research perspectives. Specifically, the explicit disclosure of advertising by the influencer is a topic to be considered, taking into account that it may or may not influence the attitudes that consumers have towards a digital influencer, the intention to purchase a product and the intention to recommend online products. In this sense, this dissertation addresses how to understand consumers in the face of explanatory disclosure of advertising content by the digital influencer, to understand how interpreted tests are associated with attitudes towards the influencer, purchase intention, and the intention to recommend an online product. This study adopts a qualitative approach and uses a unique data collection method. A survey strategy is used, using semi-structured interviews with 17 consumers who use Instagram, in order to understand how the explicit disclosure of advertising content by the digital influencer is interpreted, that is, whether it is possible to easily recognize a partnership between a brand and an influencer and the effects of this recognition on the consumer's perception and evaluation of the digital influencer. The results obtained allow highlighting that followers are able to detect the presence of a partnership made between a brand and an influencer. Consumers develop negative attitudes towards digital influencers and avoid buying products that were recommended by them. This study builds on the existing literature by addressing consumers' perceptions of the relationship between digital influencers and brands and the effects of this salience on consumers. This study allows marketing professionals to obtain insights to better capture the opinions of followers and their perceptions of the advertising content explicitly disclosed by the digital influencer and even understand the attitudes that followers have in relation to digital influencers.
Description
Mestrado Bolonha em Marketing
Keywords
Marketing de influência conteúdo explícito de publicidade divulgado pelo influenciador influenciador digital intenção de compra divulgação paga Influencer marketing explicit advertising content disseminated by influencer digital influencer purchase intent paid advertising
Pedagogical Context
Citation
Faustino, Catarina Campos (2022). “Marketing de influência : contribuição para a compreensão do comportamento dos consumidores face à divulgação explícita de publicidade”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão