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Abstract(s)
O mundo digital das medias sociais tem vindo a crescer ao longo dos últimos anos. Cada
vez mais existe uma comunidade digital imensa, pelo que as organizações começaram a
implementar as suas estratégias nesse mesmo mundo. Dentro deste mundo das medias
sociais, existe uma comunidade conhecida como influenciadores. Pessoas comuns que
recebem produtos oferecidos pelas marcas para realizarem algo conhecido como o
marketing de influência. Devido ao impacto positivo que esta comunidade tem vindo a
desenvolver ao longo do tempo, as empresas começaram a investir mais e mais neste tipo
de publicidade que, para além de ser incrivelmente efetivo, também é de um custo
reduzido.
A indústria do fast fashion não se recusou a fazer parte desta comunidade, pelo que cada
vez mais usufruem destes criadores digitais para publicitar as suas marcas e conduzirem
os consumidores à decisão final de comprar os seus produtos.
Deste modo, a investigação pretende descobrir de que modo é que estes influenciadores
estão a impactar a intenção de compra dos consumidores ao utilizar a Teoria do
Comportamento Planeado para entender que variáveis é que os estão a afetar quando
consomem o conteúdo.
Neste estudo foi utilizado uma metodologia quantitativa, assim como uma ferramenta de
recolha de dados primários, ou seja, um questionário online. A amostra é não
probabilística por conveniência, (N=100).
Como principais resultados, conclui-se que as Atitudes, Controlo Comportamental
Percebido e Confiança afetam positivamente os consumidores face às recomendações dos
influencers e que auxilia na intenção de compra.
Estas conclusões podem ser utilizadas por marcas de fast fashion que estejam à procura
de um método de publicidade online, assim como pode auxiliar investigadores nos seus
estudos futuros.
The digital world of social media has been growing over the past few years. An immense digital community has emerged, leading organizations to implement their strategies in this realm. Within the world of social media, there is a community known as influencers. These are ordinary people who receive products offered by brands to engage in what is known as Influencer Marketing. Due to the positive impact this community has developed over time, companies have started to invest more and more in this type of advertising, which is not only incredible effective, but also cost-effective. The fast fashion industry has also joined this community, increasingly leveraging these digital creators to promote their brands and lead consumers to the final decision to purchase their products. Therefore, this research aims to discover how these influencers are impacting consumers’ purchase intension by using the Theory of Planned Behavior to understand which variables are affecting them when they consume their content. In this study, a non-probablistic convenience methodology was used, along with a primary data collection tool, an online questionnaire. As the main results, it is concluded that Attitudes, Perceived Behavioral Control, and Trust positively affect consumers in response to influencer recommendations and assist in purchase intention. These findings can be used by fast fashion brands looking for an online advertising method and can also assist reasearchers in their future studies.
The digital world of social media has been growing over the past few years. An immense digital community has emerged, leading organizations to implement their strategies in this realm. Within the world of social media, there is a community known as influencers. These are ordinary people who receive products offered by brands to engage in what is known as Influencer Marketing. Due to the positive impact this community has developed over time, companies have started to invest more and more in this type of advertising, which is not only incredible effective, but also cost-effective. The fast fashion industry has also joined this community, increasingly leveraging these digital creators to promote their brands and lead consumers to the final decision to purchase their products. Therefore, this research aims to discover how these influencers are impacting consumers’ purchase intension by using the Theory of Planned Behavior to understand which variables are affecting them when they consume their content. In this study, a non-probablistic convenience methodology was used, along with a primary data collection tool, an online questionnaire. As the main results, it is concluded that Attitudes, Perceived Behavioral Control, and Trust positively affect consumers in response to influencer recommendations and assist in purchase intention. These findings can be used by fast fashion brands looking for an online advertising method and can also assist reasearchers in their future studies.
Description
Keywords
Marketing de influência Fast fashion Consumidor Intenção de compra Influencer marketing Consumers Purchase intention