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Os Influenciadores Digitais e a intenção de compra dos consumidores: o caso do Instagram e do Tiktok
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O desenvolvimento da era tecnológica e a crescente digitalização da sociedade
transformaram a forma como as pessoas comunicam, interagem e consomem informação.
Neste contexto, as redes sociais assumiram um papel cada vez mais relevante, tornando-se
espaços privilegiados para a partilha de conteúdos, a procura de informação e a interação
entre utilizadores e marcas. Paralelamente, as empresas passaram a reconhecer o potencial
destas plataformas como canais de comunicação, recorrendo ao marketing de influência para
estabelecer relações mais próximas e eficazes com os consumidores. Consequentemente, os
influenciadores digitais ganharam destaque enquanto intermediários entre marcas e
consumidores, sendo a sua credibilidade um fator determinante na confiança depositada
pelos seguidores e, consequentemente, na sua intenção de compra.
Neste contexto, o presente estudo teve como objetivo analisar o papel da credibilidade dos
influenciadores digitais na intenção de compra dos consumidores, no contexto do Instagram
e do TikTok. Para o efeito, foi desenvolvido um estudo descritivo de natureza quantitativa,
recorrendo à aplicação de um inquérito por questionário. Os dados recolhidos foram tratados
e analisados através do software R (versão 4.6.0), com recurso a diferentes técnicas
estatísticas.
Os resultados evidenciaram uma associação positiva e estatisticamente significativa entre a
credibilidade dos influenciadores digitais e a intenção de compra, tanto no Instagram como
no TikTok, verificando-se uma relação ligeiramente mais forte nesta última plataforma.
Contudo, os participantes revelaram, em média, uma perceção neutra relativamente à
credibilidade dos influenciadores e à sua influência na intenção de compra, sugerindo uma
postura mais crítica perante os conteúdos publicados nas redes sociais. Conclui-se, assim,
que a credibilidade continua a constituir um fator relevante para a eficácia do marketing de
influência, reforçando a importância da autenticidade, da confiança e da coerência nas
estratégias de comunicação desenvolvidas pelas marcas.
The rapid advancement of technology and the increasing digitalisation of society have transformed the way people communicate, interact, and consume information. In this context, social media has assumed an increasingly significant role, becoming a privileged space for content sharing, information seeking, and interaction between users and brands. At the same time, organisations have recognised the potential of these platforms as communication channels, increasingly adopting influencer marketing to establish closer and more effective relationships with consumers. Consequently, digital influencers have emerged as important intermediaries between brands and consumers, with their credibility playing a key role in shaping followers' trust and, consequently, their purchase intentions. Against this backdrop, the present study aimed to analyse the role of digital influencers' credibility in consumers' purchase intention within the context of Instagram and TikTok. To achieve this objective, a descriptive quantitative study was conducted using a questionnaire survey. The collected data were processed and analysed using the R software (version 4.6.0) through various statistical techniques. The findings revealed a positive and statistically significant association between digital influencers' credibility and consumers' purchase intention on both Instagram and TikTok, with a slightly stronger relationship observed on the latter platform. However, participants demonstrated, on average, a neutral perception regarding both the credibility of digital influencers and their influence on purchase intention, suggesting a more critical attitude towards content shared on social media. It can therefore be concluded that credibility remains a key determinant of influencer marketing effectiveness, highlighting the importance of authenticity, trustworthiness, and consistency in brand communication strategies.
The rapid advancement of technology and the increasing digitalisation of society have transformed the way people communicate, interact, and consume information. In this context, social media has assumed an increasingly significant role, becoming a privileged space for content sharing, information seeking, and interaction between users and brands. At the same time, organisations have recognised the potential of these platforms as communication channels, increasingly adopting influencer marketing to establish closer and more effective relationships with consumers. Consequently, digital influencers have emerged as important intermediaries between brands and consumers, with their credibility playing a key role in shaping followers' trust and, consequently, their purchase intentions. Against this backdrop, the present study aimed to analyse the role of digital influencers' credibility in consumers' purchase intention within the context of Instagram and TikTok. To achieve this objective, a descriptive quantitative study was conducted using a questionnaire survey. The collected data were processed and analysed using the R software (version 4.6.0) through various statistical techniques. The findings revealed a positive and statistically significant association between digital influencers' credibility and consumers' purchase intention on both Instagram and TikTok, with a slightly stronger relationship observed on the latter platform. However, participants demonstrated, on average, a neutral perception regarding both the credibility of digital influencers and their influence on purchase intention, suggesting a more critical attitude towards content shared on social media. It can therefore be concluded that credibility remains a key determinant of influencer marketing effectiveness, highlighting the importance of authenticity, trustworthiness, and consistency in brand communication strategies.
Descrição
Palavras-chave
Credibilidade Intenção de Compra Influenciadores Digitais Redes Sociais Credibility Purchase Intention Digital Influencers Social Media