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A autenticidade dos influenciadores digitais e o impacto na perceção do valor das marcas de luxo acessível
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A transição das marcas de prestígio para o ecossistema digital reconfigurou as dinâmicas de comunicação e a gestão do capital de marca. No setor da cosmética e perfumaria de luxo acessível, o marketing de influência emergiu como um canal crítico de validação, operando sob o paradoxo da autenticidade comercial perante públicos cada vez mais céticos. O presente estudo tem como objetivo principal analisar o impacto integrado da autenticidade percebida dos influenciadores digitais e das estratégias de sinalização digital (modelo CueSphere) como antecedentes da perceção de prestígio e da motivação de consumo, determinando o seu efeito conjunto na intenção de compra de produtos de beleza de marcas de luxo acessíveis (Masstige). A investigação foca-se nas gerações nativas digitais (Geração Z e Millennials) inseridas no ecossistema das redes sociais Instagram e TikTok, avaliando o comportamento do consumidor no mercado português.
Para a sustentação da arquitetura conceptual, foi desenvolvido um modelo integrado que converge as orientações de autenticidade, as pistas extrínsecas de sinalização, as estruturas motivacionais de consumo e a intenção comportamental. A metodologia adota uma abordagem quantitativa, com suporte na recolha de dados por meio de questionário online, resultando numa amostra final depurada de 169 respostas válidas, constituída exclusivamente por indivíduos do género feminino, representativa de jovens consumidoras com hábitos ativos de consumo digital. O tratamento estatístico e o teste das hipóteses foram realizados por meio da Modelação de Equações Estruturais por Mínimos Quadrados Parciais (PLS-SEM).
Os resultados empíricos demonstram a robustez preditiva do modelo unificado. Evidenciou-se que a Autenticidade exerce um impacto positivo na Perceção de Prestígio. Paralelamente, as estratégias de Sinalização Digital revelaram-se preditoras cruciais no desencadeamento do Desejo e Motivação. No que concerne à decisão final, constatou-se que o constructo Desejo e Motivação detém maior relevância prática do que o impacto exercido pela Perceção de Prestígio.
The transition of prestige brands into the digital ecosystem has fundamentally reshaped communication dynamics and brand equity management. Within the affordable luxury cosmetics and perfumery sector, influencer marketing has emerged as a critical validation mechanism, operating under the paradox of commercial authenticity in the eyes of increasingly sceptical consumers. The primary objective of this study is to examine the integrated impact of perceived influencer authenticity and digital signalling strategies (CueSphere model) as antecedents of prestige perception and consumption motivation, and to determine their combined effect on purchase intention for affordable luxury beauty products (masstige). The research focuses on digitally native generations (Generation Z and Millennials) within the Instagram and TikTok social media ecosystems, evaluating consumer behavior in the portuguese market. To support the conceptual framework, an integrated model was developed that converges authenticity orientations, extrinsic signalling cues, motivational consumption structures, and behavioural intention. The study adopts a quantitative approach using data collected through an online questionnaire, yielding a final purified sample of 169 valid responses. The sample consisted exclusively of female respondents, representative of young consumers with active digital consumption habits. Statistical analysis and hypothesis testing were conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical findings demonstrate the unified model's predictive robustness. Perceived Authenticity was found to positively affect Prestige Perception. Simultaneously, Digital Signalling strategies emerged a crucial predictors of Desire and Motivation. Regarding final decisions, the Desire and Motivation construct exhibited greater practical relevance than the direct influence of Prestige Perception.
The transition of prestige brands into the digital ecosystem has fundamentally reshaped communication dynamics and brand equity management. Within the affordable luxury cosmetics and perfumery sector, influencer marketing has emerged as a critical validation mechanism, operating under the paradox of commercial authenticity in the eyes of increasingly sceptical consumers. The primary objective of this study is to examine the integrated impact of perceived influencer authenticity and digital signalling strategies (CueSphere model) as antecedents of prestige perception and consumption motivation, and to determine their combined effect on purchase intention for affordable luxury beauty products (masstige). The research focuses on digitally native generations (Generation Z and Millennials) within the Instagram and TikTok social media ecosystems, evaluating consumer behavior in the portuguese market. To support the conceptual framework, an integrated model was developed that converges authenticity orientations, extrinsic signalling cues, motivational consumption structures, and behavioural intention. The study adopts a quantitative approach using data collected through an online questionnaire, yielding a final purified sample of 169 valid responses. The sample consisted exclusively of female respondents, representative of young consumers with active digital consumption habits. Statistical analysis and hypothesis testing were conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical findings demonstrate the unified model's predictive robustness. Perceived Authenticity was found to positively affect Prestige Perception. Simultaneously, Digital Signalling strategies emerged a crucial predictors of Desire and Motivation. Regarding final decisions, the Desire and Motivation construct exhibited greater practical relevance than the direct influence of Prestige Perception.
Descrição
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Marketing de influência Autenticidade Sinalização digital Luxo acessível Influencer marketing Authenticity Digital signalling Affordable luxury