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Os influenciadores digitais, subconsumo e a compra de produtos
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O digital veio permitir uma interação entre os distintos stakeholders e em simultâneo uma
disseminação ainda mais rápida e ampla dos conteúdos inerentes a um produto, serviço
ou marca, designadamente através dos websites ou das redes socias. Aliás, o surgimento
e a evolução das redes sociais trouxeram uma nova dinâmica ao contexto da comunicação
digital, assumindo-se como fonte de entretenimento, de informação, de interação e
promoção.
Nos últimos anos, as empresas passaram a estar cada vez mais conscientes da importância
de investir nas redes sociais, de forma a expandir os seus negócios e a facilitar uma
comunicação mais direta com o seu público. Devido a isso, as empresas começaram a
estabelecer parcerias com influenciadores, uma vez que os consumidores procuram cada
vez mais informações, recomendações e experiências reais antes de tomarem decisões de
compra. E neste contexto, entende-se influenciador digital como aquele que consegue
junto da audiência criar ambientes de envolvimento, levando-os a tomar a ação de
aquisição e consumo de determinado produto ou serviço. Salienta-se que os seguidores
têm como característica o facto de acompanharem as ações de um determinado
influenciador, nomeadamente no digital, por entenderem haver interesses comuns.
Contudo, são também cada vez mais os influenciadores que sensibilizam para a prática
de consumo mais consciente. Neste sentido, este trabalho procura responder à seguinte
pergunta de investigação: Qual o papel dos influenciadores digitais na intenção de compra
e na prática de um consumo mais consciente pelos consumidores? E definiu-se como
objetivo geral o seguinte: estudar o papel dos influenciadores digitais perante os seus
seguidores que utilizem as redes sociais, designadamente no que concerne à intenção de
compra e à prática de um consumo mais consciente. Como objetivos específicos
definiram-se os seguintes: Analisar a influência do número de seguidores na perceção de
credibilidade dos influenciadores digitais; Investigar o efeito das avaliações de produtos
pelos influenciadores no reconhecimento da necessidade e na busca de informação sobre
produtos ou marcas pelos seguidores; Examinar a relação entre a frequência das
publicações e a proximidade percebida entre influenciadores e seguidores na intenção de
compra; Avaliar o impacto da influência dos influenciadores digitais na efetivação de
compras pelos seguidores; Identificar a rede social mais utilizada pelos seguidores;
Identificar as redes sociais que os seguidores consideram mais adequadas para
influenciadores partilharem as suas mensagens; Analisar o efeito da credibilidade percebida dos influenciadores digitais na adoção de práticas de consumo consciente pelos
seguidores; Estudar a influência da promoção de práticas sustentáveis pelos
influenciadores digitais na adoção de comportamento de consumo responsável pelos
seguidores; Comparar a influência dos influenciadores digitais na decisão de compra
entre homens e mulheres, identificando diferenças no comportamento de consumo;
Analisar diferenças no comportamento de compra segundo faixas etárias, verificando se
a influência dos influenciadores digitais varia com a idade dos seguidores. Em simultâneo
também se desenharam um conjunto de hipóteses tendo por base a revisão de literatura:
H1 – A credibilidade dos influenciadores afete positivamente a atitude dos seguidores em
relação à tomada de decisão de compra; H2 – O número de seguidores que os
influenciadores digitais possuem afete negativamente a sua credibilidade; H3 – O número
de seguidores que os influenciadores digitais possuem afete negativamente a sua tomada
de decisão de compra; H4 – A avaliação de produtos realizada pelos influenciadores
digitais afete positivamente a sua tomada de decisão de compra; H5 – A avaliação de
produtos realizada pelos influenciadores digitais afete positivamente o reconhecimento
da necessidade e busca de informação; H6 – A regularidade de publicações afeta
positivamente o reconhecimento da necessidade e busca de informação; H7 - A elevada
credibilidade dos influenciadores digitais contribui para uma maior adesão a práticas de
consumo mais conscientes; H8 - A promoção de práticas sustentáveis pelos
influenciadores digitais afeta positivamente a adoção de um consumo mais consciente;
H9 – O género do seguidor afeta a influência dos influenciadores digitais na decisão de
compra; H10 – A faixa etária do seguidor afeta o comportamento de compra influenciado
pelos influenciadores digitais. Assim, optou-se por um estudo descritivo de natureza
quantitativo. O inquérito por questionário assume-se como o instrumento para recolha
dos dados, com os dados a serem tratados com o software R (versão 4.5.0) e analisados
com recurso a testes estatísticos. Os resultados demonstraram que os influenciadores
digitais são normalmente associados à promoção do consumismo, mas também se verifica
uma tendência crescente para a valorização de práticas mais conscientes, sustentáveis e
equilibradas de consumo.
Digital technology has enabled interaction between different stakeholders and, at the same time, an even faster and wider dissemination of content related to a product, service, or brand, particularly through websites and social networks. In fact, the emergence and evolution of social networks has brought a new dynamic to the context of digital communication, becoming a source of entertainment, information, interaction, and promotion. In recent years, companies have become increasingly aware of the importance of investing in social media in order to expand their businesses and facilitate more direct communication with their audience. As a result, companies have started to establish partnerships with influencers, as consumers increasingly seek information, recommendations, and real experiences before making purchasing decisions. In this context, a digital influencer is someone who can create engaging environments with their audience, leading them to purchase and consume a particular product or service. It should be noted that followers are characterized by the fact that they follow the actions of a particular influencer, particularly in the digital realm, because they believe they have common interests. However, there are also an increasing number of influencers who are raising awareness about more conscious consumption practices. In this sense, this study seeks to answer the following research question: What is the role of digital influencers in consumers' purchase intentions and more conscious consumption practices? The following general objective was defined: to study the role of digital influencers in relation to their followers who use social media, particularly with regard to purchase intentions and more conscious consumption practices. The following specific objectives were defined: Analyze the influence of the number of followers on the perception of credibility of digital influencers; Investigate the effect of product reviews by influencers on followers' recognition of need and search for information about products or brands; Examine the relationship between the frequency of posts and the perceived proximity between influencers and followers in purchase intent; Assess the impact of digital influencers' influence on followers' purchases; Identify the social network most used by followers; Identify the social networks that followers consider most appropriate for influencers to share their messages; Analyze the effect of the perceived credibility of digital influencers on the adoption of conscious consumption practices by followers; Study the influence of the promotion of sustainable practices by digital influencers on the adoption of responsible consumption behavior by followers; Compare the influence of digital influencers on purchasing decisions between men and women, identifying differences in consumption behavior; Analyze differences in purchasing behavior according to age groups, verifying whether the influence of digital influencers varies with the age of followers. At the same time, a set of hypotheses was also developed based on the literature review: H1 – The credibility of influencers positively affects followers' attitudes toward purchasing decisions; H2 – The number of followers that digital influencers have negatively affects their credibility; H3 – The number of followers that digital influencers have negatively affects their purchasing decisions; H4 – Product reviews by digital influencers positively affect their purchasing decisions; H5 – Product reviews by digital influencers positively affect the recognition of the need for and search for information; H6 – The regularity of posts positively affects the recognition of need and search for information; H7 – The high credibility of digital influencers contributes to greater adherence to more conscious consumption practices; H8 – The promotion of sustainable practices by digital influencers positively affects the adoption of more conscious consumption; H9 – The gender of the follower affects the influence of digital influencers on purchasing decisions; H10 – The age group of the follower affects purchasing behavior influenced by digital influencers. Thus, a descriptive quantitative study was chosen. The questionnaire survey was used as the data collection tool, with the data being processed using R software (version 4.5.0) and analyzed using statistical tests. The results showed that digital influencers are usually associated with the promotion of consumerism, but there is also a growing trend towards more conscious, sustainable, and balanced consumption practices.
Digital technology has enabled interaction between different stakeholders and, at the same time, an even faster and wider dissemination of content related to a product, service, or brand, particularly through websites and social networks. In fact, the emergence and evolution of social networks has brought a new dynamic to the context of digital communication, becoming a source of entertainment, information, interaction, and promotion. In recent years, companies have become increasingly aware of the importance of investing in social media in order to expand their businesses and facilitate more direct communication with their audience. As a result, companies have started to establish partnerships with influencers, as consumers increasingly seek information, recommendations, and real experiences before making purchasing decisions. In this context, a digital influencer is someone who can create engaging environments with their audience, leading them to purchase and consume a particular product or service. It should be noted that followers are characterized by the fact that they follow the actions of a particular influencer, particularly in the digital realm, because they believe they have common interests. However, there are also an increasing number of influencers who are raising awareness about more conscious consumption practices. In this sense, this study seeks to answer the following research question: What is the role of digital influencers in consumers' purchase intentions and more conscious consumption practices? The following general objective was defined: to study the role of digital influencers in relation to their followers who use social media, particularly with regard to purchase intentions and more conscious consumption practices. The following specific objectives were defined: Analyze the influence of the number of followers on the perception of credibility of digital influencers; Investigate the effect of product reviews by influencers on followers' recognition of need and search for information about products or brands; Examine the relationship between the frequency of posts and the perceived proximity between influencers and followers in purchase intent; Assess the impact of digital influencers' influence on followers' purchases; Identify the social network most used by followers; Identify the social networks that followers consider most appropriate for influencers to share their messages; Analyze the effect of the perceived credibility of digital influencers on the adoption of conscious consumption practices by followers; Study the influence of the promotion of sustainable practices by digital influencers on the adoption of responsible consumption behavior by followers; Compare the influence of digital influencers on purchasing decisions between men and women, identifying differences in consumption behavior; Analyze differences in purchasing behavior according to age groups, verifying whether the influence of digital influencers varies with the age of followers. At the same time, a set of hypotheses was also developed based on the literature review: H1 – The credibility of influencers positively affects followers' attitudes toward purchasing decisions; H2 – The number of followers that digital influencers have negatively affects their credibility; H3 – The number of followers that digital influencers have negatively affects their purchasing decisions; H4 – Product reviews by digital influencers positively affect their purchasing decisions; H5 – Product reviews by digital influencers positively affect the recognition of the need for and search for information; H6 – The regularity of posts positively affects the recognition of need and search for information; H7 – The high credibility of digital influencers contributes to greater adherence to more conscious consumption practices; H8 – The promotion of sustainable practices by digital influencers positively affects the adoption of more conscious consumption; H9 – The gender of the follower affects the influence of digital influencers on purchasing decisions; H10 – The age group of the follower affects purchasing behavior influenced by digital influencers. Thus, a descriptive quantitative study was chosen. The questionnaire survey was used as the data collection tool, with the data being processed using R software (version 4.5.0) and analyzed using statistical tests. The results showed that digital influencers are usually associated with the promotion of consumerism, but there is also a growing trend towards more conscious, sustainable, and balanced consumption practices.
Descrição
Palavras-chave
Redes sociais Influenciadores digitais Marketing de influência Intenção de Compra Consumo Subconsumo Social networks Digital influencers Influence marketing Purchase Intention Consumption Underconsumption