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Publication
Marketing de influência em eventos: análise do impacto dos influencers no sucesso de um festival
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.45 MB | Adobe PDF |
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Abstract(s)
A evolução tecnológica tem impactado diretamente na forma como comunicamos. A crescente utilização das redes sociais é fator que torna imprescendível por parte das organizações se adaptarem às características do marketing atual. A implementação e evolução do marketing de influência é um método emergente e cada vez mais utilizado em todo o tipo de ambientes.
Desta forma, esta investigação tem como objetivo unir o marketing de influência com uma área como os festivais, de forma a compreender e avaliar que aspetos do marketing de influência impactam o sucesso de um festival.
Foi então conduzido um estudo que fez uso de uma metodologia quantitativa com recurso a um questionário online, que culminou em 207 respostas válidas, obtidas através de uma amostra não probabilística por conveniência.
As principais conclusão retiradas foram que o marketing de influência possui um impacto no sucesso de um festival, mediante a variável intenção de compra. Para além disso, foi verificado que apenas determinadas características de um infuencer possuem um impacto na intenção de compra como o caso da Credibilidade, tal como diferentes estratégias como a realização de parcerias e concursos e sorteios comprovaram ter um impacto na intenção de compra. Por fim, foi comprovada a ligação entre o sucesso de um festival e a intenção de compra do consumidor.
Assim, este estudo é visto como um contributo positivo à literatura que correlaciona o marketing de influência aos festivais, permitindo aos profissionais das respetivas áreas compreender que pontos e estratégias se devem focar na escolha e utilização de um influencer.
Technological evolution has had a direct impact on the way we communicate. The growing use of social networks is a factor that makes it essential for organizations to adapt to the characteristics of current marketing. The implementation and evolution of influencer marketing is an emerging method that is increasingly used in all kinds of environments. In this way, this research aims to unite influencer marketing with an area such as festivals, in order to understand and evaluate which aspects of influencer marketing have an impact on the success of a festival. A study was carried out using a quantitative methodology using an online survey, which resulted in 207 valid responses, obtained through a non-probabilistic convenience sample. The main conclusions drawn were that influencer marketing has an impact on the success of a festival, through the purchase intention variable. In addition, it was found that only certain characteristics of an influencer have an impact on purchase intention, such as Credibility, while different strategies such as partnerships and contests and giveaways have been shown to have an impact on purchase intention. Finally, the link between the success of a festival and consumer purchase intention was proven. Thus, this study is seen as a positive contribution to the literature correlating influencer marketing with festivals, allowing professionals in the respective areas to understand which points and strategies to focus on when choosing and using an influencer.
Technological evolution has had a direct impact on the way we communicate. The growing use of social networks is a factor that makes it essential for organizations to adapt to the characteristics of current marketing. The implementation and evolution of influencer marketing is an emerging method that is increasingly used in all kinds of environments. In this way, this research aims to unite influencer marketing with an area such as festivals, in order to understand and evaluate which aspects of influencer marketing have an impact on the success of a festival. A study was carried out using a quantitative methodology using an online survey, which resulted in 207 valid responses, obtained through a non-probabilistic convenience sample. The main conclusions drawn were that influencer marketing has an impact on the success of a festival, through the purchase intention variable. In addition, it was found that only certain characteristics of an influencer have an impact on purchase intention, such as Credibility, while different strategies such as partnerships and contests and giveaways have been shown to have an impact on purchase intention. Finally, the link between the success of a festival and consumer purchase intention was proven. Thus, this study is seen as a positive contribution to the literature correlating influencer marketing with festivals, allowing professionals in the respective areas to understand which points and strategies to focus on when choosing and using an influencer.
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Keywords
Marketing de influência Influencer Festival Intenção de compra Influencer marketing Purchase intention