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Abstract(s)
Atualmente as redes sociais, na qual se inclui o Instagram, assumem um papel
relevante no quotidiano, não só, dos indivíduos, mas cada vez mais no quotidiano das
empresas e marcas, que tiveram de repensar as suas estratégias de marketing de forma a
captar a atenção dos seus consumidores. Estar presente nas redes sociais e na internet em
geral já não basta para que as empresas se mantenham no mercado cada vez mais
concorrencial.
O influencer marketing, ou marketing de influência, é uma estratégia de marketing
baseada no modelo do fluxo de comunicação que sustenta que as pessoas são menos
influenciadas pela publicidade dos meios de comunicação do que pela informação de
terceiros, como os líderes de opinião que partilham as suas opiniões. (Himmick, 2016).
Estes líderes de opinião, tais como os digital influencers, que no Instagram têm
uma legião de seguidores, têm o poder de influenciar atitudes e comportamentos através
da sua popularidade, percebida como autoridade digital.
Neste sentido, o objetivo deste estudo é perceber e identificar um padrão de
comportamentos dos seguidores dos influencers fitness do Instagram, adotados por
influência. Assim foi efetuada uma revisão bibliográfica sobre a plataforma Instagram e
sobre os digital influencers, seguido de em estudo exploratório em que se recorreu à
aplicação de um questionário, que resultou posteriormente numa análise e discussão de
dados.
Os resultados obtidos permitiram concluir que existe efetivamente uma
alteração/adoção de comportamentos por parte dos seguidores de influencers fitness, que
se inspiram nestes perfis para alcançarem os seus objetivos como praticantes de um estilo
de vida saudável, sendo que os comportamentos de imitar a mesma receita, comprar o
mesmo produto/marca e fazer o mesmo exercício, são os mais atotados por influência.
Currently, social media, including Instagram, play a relevant role in everyday life, not only in individuals, but increasingly in the daily life of companies and brands, who had to rethink their marketing strategies in order to capture the consumers attention. Being present on social media and the internet in general is no longer enough for companies to remain in their increasingly competitive market. Influencer marketing is a marketing strategy model based on the flow of communication that states that people are less influenced by media advertising than by third-party information, such as opinion leaders who share their opinions. (Himmick, 2016). These opinion leaders, such as digital influencers, who in Instagram have a legion of followers, have the power to influence attitudes and behaviors through their popularity, perceived as digital authority. In this sense, the objective of this study is to understand and identify a pattern of behaviors of the followers of the Instagram fitness influencers, adopted by influence. Therefore, a bibliographic review was carried out on the Instagram platform and on digital influencers, followed by an exploratory study in which a questionnaire was used, which later resulted in an analysis and discussion of data. The obtained results allowed us to conclude that there is effectively a change / adoption of behaviors on the part of the followers of fitness influencers, who are inspired in these profiles to reach their goals as practitioners of a healthy lifestyle, follow the behaviors of imitate the same recipe, buy the same product / brand and do the same exercise, are the most adopted by influence.
Currently, social media, including Instagram, play a relevant role in everyday life, not only in individuals, but increasingly in the daily life of companies and brands, who had to rethink their marketing strategies in order to capture the consumers attention. Being present on social media and the internet in general is no longer enough for companies to remain in their increasingly competitive market. Influencer marketing is a marketing strategy model based on the flow of communication that states that people are less influenced by media advertising than by third-party information, such as opinion leaders who share their opinions. (Himmick, 2016). These opinion leaders, such as digital influencers, who in Instagram have a legion of followers, have the power to influence attitudes and behaviors through their popularity, perceived as digital authority. In this sense, the objective of this study is to understand and identify a pattern of behaviors of the followers of the Instagram fitness influencers, adopted by influence. Therefore, a bibliographic review was carried out on the Instagram platform and on digital influencers, followed by an exploratory study in which a questionnaire was used, which later resulted in an analysis and discussion of data. The obtained results allowed us to conclude that there is effectively a change / adoption of behaviors on the part of the followers of fitness influencers, who are inspired in these profiles to reach their goals as practitioners of a healthy lifestyle, follow the behaviors of imitate the same recipe, buy the same product / brand and do the same exercise, are the most adopted by influence.
Description
Keywords
Instagram Influencers marketing Digital influencers Fitness