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Abstract(s)
O marketing 4.0 surge da necessidade dos Marketers por todo o mundo reinventarem as suas mensagens e estratégias para se adptarem e conseguirem persuadir um consumidor mais exigente em relação às marcas e produtos que consome, que agora, passa a transitar grande parte da sua jornada de compra para o mundo digital, principalmente na parte de pesquisa por soluções.
As redes sociais são um dos palcos para o consumidor atual, um local onde este pode agora não só ouvir as mensagens das marcas como falar de volta com as mesmas, local onde passou a ser muito mais fácil encontrar pessoas com valores, interesses e hábitos similares aos seus, criando assim comunidades que interagem entre si e partilham informação com uma grande regularidade, requirindo agora para a sua decisão de compra uma validação social grande e uma conexão emocial e pessoal com as marcas.
Surgiram desta necessidade de validação e conexão, os influenciadores digitais, que são pessoas com um grande grupo de seguidores e que funcionam como lideres de opinião para esse grupo de seguidores, influenciando assim os hábitos de consumo em deterimento de determinadas marcas.
Optou-se pelo uso de um questionário online para recolher dados, que permitissem testar um modelo conceptual que pudesse dar resposta ao objetivo desta investigação que é entender quais os determinantes da influência social dos influenciadores digitais e como esta influencia a decisão de compra dos seus seguidores.
Através da análise de regressão conseguiu-se constatar que as variáveis reputação, tendências e similaridade tem um efeito positivo e significativo na influência social dos influenciadores digitais, já a variável atratividade não é estatisticamente significativa e como tal o seu efeito na influência social não é significativo. Por fim a influência social demonstrou ter um impacto positivo e significativo na intenção de compra dos seguidores.
Marketing 4.0 arises from the need for Marketers all over the world to reinvent their messages and strategies in order to adapt themselves and be able to persuade a more demanding consumer in relation to the brands and products they consume, who now, passes through much of their buying journey for the digital world, mainly in the search for solutions. Social media networks are one of the stages for the current consumer, a place where they can now not only hear the messages of the brands but also talk back to them, a place where it has become much easier to find people with similar values, interests and habits, thus creating communities that interact with each other and share information with great regularity, now requiring for the consumer purchase decision a great social validation and an emotional and personal connection with the brands. From this need for validation and connection, digital influencers, who are people with a large group of followers and who act as opinion leaders for this group of followers, thus influencing the consumption habits of certain brands. We opted for the use of an online questionnaire to collect data, which would allow us to test a conceptual model that could answer the objective of this investigation, which is to understand what are the determinants of the social influence of digital influencers and how it influences the purchase decision of their followers . Through regression analysis it was found that the variables reputation, trends and similarity have a positive and significant effect on the social influence of digital influencers, whereas the attractiveness variable is not statistically significant and as such its effect on social influence is not significant . Finally, social influence has shown to have a positive and significant impact on the purchase intention of followers.
Marketing 4.0 arises from the need for Marketers all over the world to reinvent their messages and strategies in order to adapt themselves and be able to persuade a more demanding consumer in relation to the brands and products they consume, who now, passes through much of their buying journey for the digital world, mainly in the search for solutions. Social media networks are one of the stages for the current consumer, a place where they can now not only hear the messages of the brands but also talk back to them, a place where it has become much easier to find people with similar values, interests and habits, thus creating communities that interact with each other and share information with great regularity, now requiring for the consumer purchase decision a great social validation and an emotional and personal connection with the brands. From this need for validation and connection, digital influencers, who are people with a large group of followers and who act as opinion leaders for this group of followers, thus influencing the consumption habits of certain brands. We opted for the use of an online questionnaire to collect data, which would allow us to test a conceptual model that could answer the objective of this investigation, which is to understand what are the determinants of the social influence of digital influencers and how it influences the purchase decision of their followers . Through regression analysis it was found that the variables reputation, trends and similarity have a positive and significant effect on the social influence of digital influencers, whereas the attractiveness variable is not statistically significant and as such its effect on social influence is not significant . Finally, social influence has shown to have a positive and significant impact on the purchase intention of followers.
Description
Versão final (esta versão já contém as críticas e sugestões dos elementos do júri)
Keywords
Marketing de influência Redes sociais Influenciadores digitais Influência social Intenção de compra Influence marketing Social influence Buying intention Social networks Digital influencers