Percorrer por autor "Pinheiro, Maria Teresa Toscano Pessoa Ramos"
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- The impact of influencer marketing on charity organisations : the case of Vida NortePublication . Pinheiro, Maria Teresa Toscano Pessoa Ramos; Martins, Carla Sofia Carvalho; Machado, Joana Pinto Leite CésarSocial media influencers play a crucial role in shaping public opinion and mobilizing audiences, making them valuable partners for organisations, including non-profits. This study aims to explore the impact of influencer marketing in the non-profit sector, focusing on Vida Norte, a Portuguese non-profit dedicated to supporting pregnant women and babies in vulnerable situations. The primary objective is to analyse how influencer marketing can help charities achieve their goals and to identify the key factors that influence the success of these partnerships. To achieve these objectives, a qualitative case study approach was adopted, involving 17 semi-structured interviews with Vida Norte staff, donors, and influencers. The collected data was analysed using thematic analysis. The findings reveal that influencer marketing significantly enhances Vida Norte's communication strategy by increasing visibility, expanding reach, facilitating audience engagement, encouraging mimicry and enhancing credibility. Additionally, the study identifies key factors that contribute to the success of these partnerships, including influencer-cause congruence, the establishment of long-term collaborations, the influencer's popularity and transparency in communication. The research also examines the impact of these collaborations on the public perception of influencers, considering the benefits for influencers' image. These findings contribute to the extant body of knowledge on charity marketing and influencer marketing in the non-profit sector. The study provides practical recommendations for charities seeking to optimise their influencer marketing strategies. Furthermore, the results open avenues for future research to investigate whether long-term partnerships foster greater audience trust and donor retention compared to frequent changes in influencer collaborations.