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Authors
Advisor(s)
Abstract(s)
Atualmente, as redes sociais recebem grande parte da atenção dos marketeers e cada vez maiores investimentos de marketing das empresas. Os protagonistas das redes sociais são os influenciadores digitais, pessoas que ganharam fama através da produção de conteúdo na Internet, conquistaram inúmeros seguidores e possuem alto poder de influência. Sendo assim, cada vez mais as empresas procuram formas de associação a esses influenciadores digitais, uma vez que eles são importantes formadores de opinião dos seus públicos-alvo.
Portanto, este trabalho estuda o perfil e a trajetória de 10 macro influenciadores digitais brasileiros que atingiram o sucesso na rede social Instagram.
De acordo com os objetivos específicos definidos para este estudo foram encontrados como principais resultados a definição das etapas da construção de um influenciador digital de sucesso, as principais características e ações que os influenciadores digitais possuem em comum, como, a autenticidade e a produção de conteúdo e as principais mais-valias que os influenciadores digitais podem proporcionar para uma marca, como, por exemplo, dar um tom de pessoalidade à publicidade e agregar credibilidade à marca.
Este estudo possui relevância académica ao contribuir para a literatura de influenciadores digitais e marketing de influência, considerada a escassez de estudos académicos focados em estudar o processo de construção de influenciadores digitais. As contribuições empresariais deste estudo referem-se no auxílio aos profissionais de marketing a verificar a adequação de parcerias entre os influenciadores e as marcas.
Currently, social networks receive a great deal of attention from marketers and increasing marketing investments from companies. The protagonists of social networks are digital influencers, people who have gained fame through the production of content on the Internet, have won numerous followers and have a high power of influence. Therefore, more and more companies are looking for ways to associate with these digital influencers, since they are important opinion makers of their target audiences. Therefore, this work studies the profile and trajectory of 10 Brazilian digital macro influencers who have achieved success on the social network Instagram. According to the specific objectives defined for this study, the main results were the definition of the stages of building a successful digital influencer, the main characteristics and actions that digital influencers have in common, such as authenticity and content production and the main advantages that digital influencers can provide for a brand, such as, for example, giving a tone of personality to advertising and adding credibility to the brand. This study has academic relevance by contributing to the literature of digital influencers and influence marketing, considering the scarcity of academic studies focused on studying the process of building digital influencers. The business contributions of this study refer to helping marketers to check the adequacy of partnerships between influencers and brands.
Currently, social networks receive a great deal of attention from marketers and increasing marketing investments from companies. The protagonists of social networks are digital influencers, people who have gained fame through the production of content on the Internet, have won numerous followers and have a high power of influence. Therefore, more and more companies are looking for ways to associate with these digital influencers, since they are important opinion makers of their target audiences. Therefore, this work studies the profile and trajectory of 10 Brazilian digital macro influencers who have achieved success on the social network Instagram. According to the specific objectives defined for this study, the main results were the definition of the stages of building a successful digital influencer, the main characteristics and actions that digital influencers have in common, such as authenticity and content production and the main advantages that digital influencers can provide for a brand, such as, for example, giving a tone of personality to advertising and adding credibility to the brand. This study has academic relevance by contributing to the literature of digital influencers and influence marketing, considering the scarcity of academic studies focused on studying the process of building digital influencers. The business contributions of this study refer to helping marketers to check the adequacy of partnerships between influencers and brands.
Description
Mestrado em Marketing
Keywords
influenciador digital líder de opinião marketing de influência eWOM marketing digital digital influencer opinion leader influence marketing digital marketing
Pedagogical Context
Citation
Paulino, Caroline Thomazini (2020). "Como se tornar um influenciador digital de sucesso e um endossante de marcas?". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão