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Abstract(s)
Para as marcas se tornarem fortes no mercado, Ă© importante uma relação positiva com os consumidores. Uma forma de se começar a relacionar com os consumidores Ă© atravĂ©s do marketing e das redes sociais, onde o influenciador pode ser utilizado como recurso crescentemente valioso. De forma que o consumidor veja o influenciador como um modelo a seguir e para o tornar fiel Ă marca e perceber a qualidade da mesma, caracterĂsticas Ă© necessĂĄrio que o influenciador possua um conjunto de atributos facilitadores e favorĂĄveis. Esta investigação explora a forma como a perceção dos consumidores sobre os atributos dos influenciadores das redes sociais influenciam a qualidade percebida das marcas e a fidelização Ă s mesmas. Para sustentar o estudo, Ă© utilizada uma metodologia de natureza quantitativa, suportada por um processo hipotĂ©tico-dedutivo. O mĂ©todo de recolha de dados utilizado Ă© baseado num inquĂ©rito por questionĂĄrio autoadministrado online. No total, foram recolhidas 171 respostas ao questionĂĄrio, sendo que apenas 101 foram consideradas para anĂĄlise. A maioria dos respondentes sĂŁo do sexo feminino, entre os 20 e 25 anos, estudantes, a maioria com licenciatura e residentes na zona Norte de Portugal, particularmente Porto e Braga. Foi questionado aos inquiridos o nĂșmero de horas que costumam passar nas redes sociais, a mĂ©dia de horas que a maioria passa a navegar nas redes sociais Ă© de 3,36h. As caracterĂsticas dos influenciadores analizadas foram a credibilidade, a identificação, a autenticidade, o conhecimento especializado, a sinceridade e a transparĂȘncia. Estas caracteĂsticas foram correlacionados de forma a perceber se influenciam positivamente a qualidade percebida e a fidelidade Ă marca. Neste estudo, comprovou-se que os atributos que mais influenciam a qualidade percebida sĂŁo a transparĂȘncia, a sinceridade e o conhecimento especializado e os atributos que mais influenciam a fidelidade Ă s marcas sĂŁo a credibilidade, a sinceridade e a transparĂȘncia. Esta investigação alarga o trabalho teĂłrico sobre as caracterĂsticas dos influenciadores, avaliando de que forma estas influenciam a qualidade percebida e fidelidade Ă marca.
For brands to become strong in the marketplace, a positive relationship with consumers is important. One way to start relating to consumers is through marketing and social media, where the influencer can be used as an increasingly valuable resource. In order for the consumer to see the influencer as a role model and to make them loyal to the brand and perceive its quality, characteristics it is necessary for the influencer to possess a set of facilitating and favorable attributes. This research explores how consumers' perceptions of social media influencers' attributes influence perceived brand quality and brand loyalty. A quantitative methodology, supported by a hypothetico-deductive process, is used to underpin the study. The data collection method used is based on an online self-administered questionnaire survey. A total of 171 responses to the questionnaire were collected, with only 101 being considered for analysis. Most of the respondents are female, between 20 and 25 years old, students, most with a university degree, and residents in the North of Portugal, particularly Porto and Braga. The respondents were asked about the number of hours they usually spend on social networks, the average number of hours that most spend surfing on social networks is 3.36h. The analyzed influencers' characteristics were credibility, identification, authenticity, expertise, sincerity and transparency. These characteristics were correlated in order to understand whether they positively influence perceived quality and brand loyalty. In this study, it was proven that the attributes that most influence perceived quality are transparency, sincerity, and expertise, and the attributes that most influence brand loyalty are credibility, sincerity, and transparency. This research extends the theoretical work on the characteristics of influencers by evaluating how these influence perceived quality and brand loyalty.
For brands to become strong in the marketplace, a positive relationship with consumers is important. One way to start relating to consumers is through marketing and social media, where the influencer can be used as an increasingly valuable resource. In order for the consumer to see the influencer as a role model and to make them loyal to the brand and perceive its quality, characteristics it is necessary for the influencer to possess a set of facilitating and favorable attributes. This research explores how consumers' perceptions of social media influencers' attributes influence perceived brand quality and brand loyalty. A quantitative methodology, supported by a hypothetico-deductive process, is used to underpin the study. The data collection method used is based on an online self-administered questionnaire survey. A total of 171 responses to the questionnaire were collected, with only 101 being considered for analysis. Most of the respondents are female, between 20 and 25 years old, students, most with a university degree, and residents in the North of Portugal, particularly Porto and Braga. The respondents were asked about the number of hours they usually spend on social networks, the average number of hours that most spend surfing on social networks is 3.36h. The analyzed influencers' characteristics were credibility, identification, authenticity, expertise, sincerity and transparency. These characteristics were correlated in order to understand whether they positively influence perceived quality and brand loyalty. In this study, it was proven that the attributes that most influence perceived quality are transparency, sincerity, and expertise, and the attributes that most influence brand loyalty are credibility, sincerity, and transparency. This research extends the theoretical work on the characteristics of influencers by evaluating how these influence perceived quality and brand loyalty.
Description
Keywords
Influenciadores digitais Marketing de influencia CaracterĂsticas dos influenciadores digitais Redes sociais Qualidade percebida Fidelidade Ă marca Influenciadores digitais Marketing de influencers Perceived quality Brand loyalty