| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.6 MB | Adobe PDF | |||
| 1.74 KB | License |
Authors
Advisor(s)
Abstract(s)
No mundo digital em que vivemos atualmente, os influencers desempenham um papel cada vez mais importante na forma como as marcas comunicam e se relacionam com o seu público.
Um dos mercados em que os influencers têm uma forte presença, é o mercado do gaming, e neste estudo pretende-se fazer uma abordagem inicial no contexto do mercado português, de modo a perceber quais são algumas das tendências comportamentais dos consumidores relativamente aos gaming influencers, e de que forma é que estes fatores podem impactar a intenção de compra.
Para esse efeito, é realizado um estudo empírico quantitativo, com recurso a um questionário online como forma de recolha de dados, através do qual se conseguiu verificar que o tipo de conteúdos produzidos pelos gaming influencers, a homofilia de atitudes, e a dimensão dos desenvolvedores/jogos, são fatores que aparentam ter uma relação positiva com a intenção de compra, ou impacto na sua incidência.
Este estudo proporciona, também, um ponto de partida para investigar de forma mais exaustiva os temas abordados e os resultados obtidos, expandindo a literatura acerca do mercado do gaming, que atualmente se encontra relativamente escassa.
In the digital world that we live in today, influencers play an increasingly important role in the way brands communicate and interact with their audience. One of the markets in which influencers have a strong presence, is the gaming market, and this study aims to make an initial approach in the context of the Portuguese market, in order to understand what are some of the behavioural tendencies of consumers towards gaming influencers, and how these factors can impact purchase intentions. To that end, a quantitative empirical study is conducted, using an online survey as a data collection method, through which it was possible to verify that the type of content produced by the gaming influencers, attitude homophily, and the size of the developers/games, are factors which appear to have a positive link with purchase intention, or impact its incidence. This study also provides a starting point to investigate its results and addressed themes, in a more exhaustive manner, expanding the literature about the gaming market, which is currently somewhat scarce.
In the digital world that we live in today, influencers play an increasingly important role in the way brands communicate and interact with their audience. One of the markets in which influencers have a strong presence, is the gaming market, and this study aims to make an initial approach in the context of the Portuguese market, in order to understand what are some of the behavioural tendencies of consumers towards gaming influencers, and how these factors can impact purchase intentions. To that end, a quantitative empirical study is conducted, using an online survey as a data collection method, through which it was possible to verify that the type of content produced by the gaming influencers, attitude homophily, and the size of the developers/games, are factors which appear to have a positive link with purchase intention, or impact its incidence. This study also provides a starting point to investigate its results and addressed themes, in a more exhaustive manner, expanding the literature about the gaming market, which is currently somewhat scarce.
Description
Keywords
Influencers Gaming Marketing Social media