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Authors
Advisor(s)
Abstract(s)
O marketing de influência é uma das grandes tendências do marketing digital, sendo que
os micro-influenciadores têm vindo a ganhar importância nos últimos anos. Parece
indiscutível que as pessoas acreditam cada vez mais em indivíduos aparentemente
comuns do que nas próprias marcas. Por isso, os micro-influenciadores são uma aposta
forte por parte das mesmas, destacando-se pela sua autenticidade e eficiência em atingir
o seu público alvo, apesar de não terem muitos seguidores.
Nesse sentido, o principal objetivo da presente investigação é fornecer uma visão geral,
na perspetiva dos micro-influenciadores presentes no Instagram, do seu negócio e das
relações que estabelecem com as marcas, as agências e os seguidores.
Optou-se assim pelo uso de um método misto, que combina a aplicação de técnicas
qualitativas e quantitativas. No âmbito do método qualitativo foram realizadas
entrevistas a profissionais de marketing (marcas e agências) e a micro-influenciadores
digitais. No método quantitativo, foi realizado um inquérito aos seguidores.
Os resultados obtidos permitiram concluir que os micro-influenciadores assumem uma
especial importância no âmbito do marketing de influência, assim como o Instagram,
que é a rede de eleição quando se trata de realizar campanhas de marketing digital. Para
além disso, o estudo comprova que todos os players envolvidos - marcas, agências,
micro-influenciadores e seguidores – identificam vantagens para o desenvolvimento das
atividades de marketing de influência.
Influence marketing is one of the big trends in digital marketing, and micro-influencers have been gaining importance in recent years. It seems indisputable that people increasingly believe in seemingly ordinary individuals than in brands. Therefore, microinfluencers are a strong bet of brands, which stand out for their authenticity and efficiency in reaching their target audience, although they do not have many followers. In this sense, the main objective of the present investigation is to provide an overview from the perspective of the micro-influencers present on Instagram, their business, and the relationships they establish with brands, agencies and followers. Thus, we opted for the use of a mixed method, which combines the application of qualitative and quantitative techniques. Under the qualitative method, interviews were conducted with marketers and digital micro-influencers. In the quantitative method, a survey of followers was conducted. The results obtained allowed us to conclude that micro-influencers assume a special importance in the field of influence marketing, as well as Instagram, which is the network of choice when it comes to conducting digital marketing campaigns. In addition, the study proves that all players involved - brands, agencies, micro-influencers and followers - identify advantages for the development of influence marketing activities.
Influence marketing is one of the big trends in digital marketing, and micro-influencers have been gaining importance in recent years. It seems indisputable that people increasingly believe in seemingly ordinary individuals than in brands. Therefore, microinfluencers are a strong bet of brands, which stand out for their authenticity and efficiency in reaching their target audience, although they do not have many followers. In this sense, the main objective of the present investigation is to provide an overview from the perspective of the micro-influencers present on Instagram, their business, and the relationships they establish with brands, agencies and followers. Thus, we opted for the use of a mixed method, which combines the application of qualitative and quantitative techniques. Under the qualitative method, interviews were conducted with marketers and digital micro-influencers. In the quantitative method, a survey of followers was conducted. The results obtained allowed us to conclude that micro-influencers assume a special importance in the field of influence marketing, as well as Instagram, which is the network of choice when it comes to conducting digital marketing campaigns. In addition, the study proves that all players involved - brands, agencies, micro-influencers and followers - identify advantages for the development of influence marketing activities.
Description
Keywords
Marketing digital Marketing de influência Micro-influenciadores digitais Instagram Influence marketing Digital micro-influencers Digital marketing