| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.78 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com o aumento significativo do uso das redes sociais, as plataformas digitais, como
Instagram, Facebook, YouTube e TikTok, tornaram-se meios eficazes para a divulgação
de produtos e a comunicação entre marcas e consumidores por meio dos influenciadores
digitais. Esses influenciadores exercem influência sobre as opiniões, comportamentos e
valores dos seus seguidores, desempenhando um papel relevante no processo de tomada
de decisão de compra.
Compreender o impacto das redes sociais e dos influenciadores no comportamento do
consumidor é fundamental para entender os novos desafios e oportunidades que surgem
no âmbito digital, onde as redes sociais e os influenciadores possuem um papel cada vez
mais relevante no processo de compra dos consumidores. Diante desse cenário, surge a
necessidade de investigar como esses influenciadores impactam as opiniões,
comportamentos e valores dos consumidores, bem como qual o papel das redes sociais
na formação dessas influências. Além disso, é relevante analisar como as estratégias de
marketing de influência podem ser efetivamente utilizadas pelas marcas para alcançar e
engajar seu público-alvo de maneira mais eficaz, aproveitando o potencial das redes
sociais como plataforma de comunicação e divulgação de produtos e serviços.
Através de um estudo exploratório, com abordagem quantitativa, suportado por inquérito
por questionário online, pretendemos validar que os influenciadores digitais tem impacto
no processo de decisão de compra. Utilizamos, para isso, uma amostra por conveniência
digitais de 135 participantes.
Os resultados indicam que existe uma relação direta entre influenciadores digitais e a
intenção de compra nos inquiridos que usam o Instagram como principal rede social. Isso
sugere que após um certo número de utilizações, os consumidores possuem uma intenção
de compra constante.
With the significant increase in the use of social media, digital platforms such as Instagram, Facebook, YouTube, and TikTok have become effective means for product promotion and communication between brands and consumers through digital influencers. These influencers exert influence over the opinions, behaviors, and values of their followers, playing a relevant role in the purchasing decision-making process. Understanding the impact of social media and influencers on consumer behavior is essential to grasp the new challenges and opportunities that arise in the digital realm, where social media and influencers play an increasingly significant role in consumers' buying processes. Given this scenario, there is a need to investigate how these influencers affect consumers' opinions, behaviors, and values, as well as the role of social media in shaping these influences. Moreover, it is relevant to analyze how influencer marketing strategies can be effectively employed by brands to reach and engage their target audience more efficiently, harnessing the potential of social media as a platform for product and service communication and promotion. Through an exploratory study with a quantitative approach, supported by an online questionnaire survey, we aim to validate that digital influencers have an impact on the purchasing decision-making process. For this purpose, we utilized a convenience sample of 135 participants. The results indicate a direct relationship between digital influencers and the purchase intention among respondents who primarily use Instagram as their main social network. This suggests that after a certain number of uses, consumers maintain a consistent purchase intention. These findings confirm that the presence of digital influencers is a significant factor motivating purchases and highlight the relevance of influencer marketing strategies and social media in the consumer buying process.
With the significant increase in the use of social media, digital platforms such as Instagram, Facebook, YouTube, and TikTok have become effective means for product promotion and communication between brands and consumers through digital influencers. These influencers exert influence over the opinions, behaviors, and values of their followers, playing a relevant role in the purchasing decision-making process. Understanding the impact of social media and influencers on consumer behavior is essential to grasp the new challenges and opportunities that arise in the digital realm, where social media and influencers play an increasingly significant role in consumers' buying processes. Given this scenario, there is a need to investigate how these influencers affect consumers' opinions, behaviors, and values, as well as the role of social media in shaping these influences. Moreover, it is relevant to analyze how influencer marketing strategies can be effectively employed by brands to reach and engage their target audience more efficiently, harnessing the potential of social media as a platform for product and service communication and promotion. Through an exploratory study with a quantitative approach, supported by an online questionnaire survey, we aim to validate that digital influencers have an impact on the purchasing decision-making process. For this purpose, we utilized a convenience sample of 135 participants. The results indicate a direct relationship between digital influencers and the purchase intention among respondents who primarily use Instagram as their main social network. This suggests that after a certain number of uses, consumers maintain a consistent purchase intention. These findings confirm that the presence of digital influencers is a significant factor motivating purchases and highlight the relevance of influencer marketing strategies and social media in the consumer buying process.
Description
Keywords
Redes sociais Influenciadores digitais Influência Processo de decisão de compra Social media Influencer marketing Digital influencers Consumer behavior