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Celebrity endorsement no contexto do instagram e o seu efeito na intenção de compra
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Orientador(es)
Resumo(s)
As redes socias são cada vez mais utilizadas pelas celebridades, enquanto meio de transmitir aos seus seguidores mensagens publicitárias de marcas, às quais estão associadas. O Instagram é a rede social que mais cresce, e onde esta prática predomina. Ter motivações distintas para utilizar o Instagram influenciará a perceção que se tem da credibilidade e atratividade dos endorsers neste contexto? Levará o celebrity endorsement no contexto da rede social Instagram a uma maior intenção de compra dos produtos patrocinados?
Nesta investigação foi utilizada uma abordagem quantitativa com recurso a um inquérito online de natureza exploratória, tendo sido selecionadas duas celebridades portuguesas, das mais seguidas no Instagram, Cristiano Ronaldo e Rita Pereira, para servirem como exemplo aos inquiridos.
As conclusões retiradas apontam para que seguir celebridades na rede social Instagram é uma prática comum. No que se refere à intenção de compra, esta é influenciada parcialmente pela credibilidade dos celebrity endorsers percecionada pelos utilizadores e influenciada positivamente pela congruência percecionada entre os celebrity endorsers e os produtos patrocinados. Diferentes categorias de motivações para utilizar esta rede social levam a que os utilizadores percecionem de modo distinto a credibilidade e atratividade de celebrity endorsers.
Social network sites are more and more used by celebrities, as a mean of sending their followers advertising messages, from brands to which they are associated with. Instagram is the social network site that is growing more now and where the use of celebrity´s profiles for advertising purposes is most common. Does having different motives for using Instagram influence the perceptions of credibility and attractiveness of the endorsers in that context? Does celebrity endorsement in the context of Instagram lead to greater purchase intentions of the featured products? In the present investigation it was followed a quantitative approach, using an online inquiry, with an exploratory nature. Two portuguese celebrities were selected, some of the most followed on Instagram, Cristiano Ronaldo e Rita Pereira, to serve as examples to the respondents. The conclusions indicate that indeed following celebrities on Instagram is common. As far as purchase intention, this is partially influenced by the perceived credibility of celebrity endorsers and positively by the match-up hypothesis perceived between celebrity endorsers and products. Distinct categories of motivation to use this social network site, lead users to perceive differently the credibility and attractiveness of celebrity endorsers.
Social network sites are more and more used by celebrities, as a mean of sending their followers advertising messages, from brands to which they are associated with. Instagram is the social network site that is growing more now and where the use of celebrity´s profiles for advertising purposes is most common. Does having different motives for using Instagram influence the perceptions of credibility and attractiveness of the endorsers in that context? Does celebrity endorsement in the context of Instagram lead to greater purchase intentions of the featured products? In the present investigation it was followed a quantitative approach, using an online inquiry, with an exploratory nature. Two portuguese celebrities were selected, some of the most followed on Instagram, Cristiano Ronaldo e Rita Pereira, to serve as examples to the respondents. The conclusions indicate that indeed following celebrities on Instagram is common. As far as purchase intention, this is partially influenced by the perceived credibility of celebrity endorsers and positively by the match-up hypothesis perceived between celebrity endorsers and products. Distinct categories of motivation to use this social network site, lead users to perceive differently the credibility and attractiveness of celebrity endorsers.
Descrição
Mestrado em Marketing
Palavras-chave
Instagram celebrity endorsement redes sociais credibilidade atratividade e congruência entre a celebridade produto social network sites credibility attractiveness and match-up hypothesis
Contexto Educativo
Citação
Silva, Ana Rita de Sousa Brites Duarte (2017). "Celebrity endorsement no contexto do instagram e o seu efeito na intenção de compra". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão