| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.94 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Vivemos num contexto de marketing em que a criação do envolvimento entre as marcas e os consumidores é essencial. No âmbito do Marketing, os bloggers têm se tornado uma ferramenta eficaz na disseminação de informação relativa às marcas, procurando influenciar as atitudes e comportamentos dos consumidores.
Nesta tese de mestrado pretendeu-se compreender o papel desempenhado pelos bloggers nas marcas, segundo a perceção dos consumidores, nomeadamente do público feminino. Procurou-se, ainda, perceber se as recomendações destes influencers digitais afetam as decisões de compra dos consumidores e se estes fomentam o envolvimento dos consumidores com as marcas. Esta investigação abordou, como temáticas principais de revisão de literatura, a atividade de blogging, o word-of-mouth, a questão da credibilidade de bloggers e o influencer marketing.
Através de um estudo assente num continuum epistemológico, o que implica a utilização de estudos quantitativos e qualitativos, concluiu-se que os consumidores veem a transmissão de informações e a promoção de novas marcas e de novos produtos ou serviços como sendo as principais funções dos bloggers. Para além disso, as recomendações fornecidas por bloggers revelaram-se influentes durante a tomada de decisão dos consumidores. Os bloggers auxiliam, ainda, na criação de envolvimento entre os consumidores e as marcas quando estes são percebidos como credíveis e quando o tipo de marca tem significado para o consumidor. Por fim, a credibilidade percebida, a proximidade entre blogger e seguidor e a credibilidade associada a um elevado número de seguidores mostraram-se itens que permitem medir a influência dos bloggers nos comportamentos de consumo.
We are living in a marketing context where the creation of engagement between brands and consumers is fundamental. Within the framework of Marketing, bloggers have been becoming an effective tool to disseminate information regarding brands, seeking to influence consumers’ attitudes and behaviors. This master thesis aimed to understand the role played by bloggers in brands, having in consideration consumers’ perspective, namely the female audience. It was also sought to understand whether the recommendations of these digital influencers affect consumers' purchasing decisions and whether they encourage consumer engagement with brands. This research addressed, as major themes of literature review, the activity of blogging, word-of-mouth, the credibility of bloggers and the influencer marketing. Through a study based on an epistemological continuum, which implies the use of quantitative and qualitative studies, it was concluded that consumers see the transmission of information and the promotion of new brands and new products or services as the main functions of bloggers. In addition, the recommendations provided by bloggers have proved to be influential during consumer decision-making. Bloggers also help create consumer-brand engagement when they are perceived as credible and when the brand has meaning for the consumer. Finally, the perceived credibility, the proximity between blogger and follower and the credibility associated with a high number of followers were shown as items that allow to measure the influence of bloggers in consumer behaviors.
We are living in a marketing context where the creation of engagement between brands and consumers is fundamental. Within the framework of Marketing, bloggers have been becoming an effective tool to disseminate information regarding brands, seeking to influence consumers’ attitudes and behaviors. This master thesis aimed to understand the role played by bloggers in brands, having in consideration consumers’ perspective, namely the female audience. It was also sought to understand whether the recommendations of these digital influencers affect consumers' purchasing decisions and whether they encourage consumer engagement with brands. This research addressed, as major themes of literature review, the activity of blogging, word-of-mouth, the credibility of bloggers and the influencer marketing. Through a study based on an epistemological continuum, which implies the use of quantitative and qualitative studies, it was concluded that consumers see the transmission of information and the promotion of new brands and new products or services as the main functions of bloggers. In addition, the recommendations provided by bloggers have proved to be influential during consumer decision-making. Bloggers also help create consumer-brand engagement when they are perceived as credible and when the brand has meaning for the consumer. Finally, the perceived credibility, the proximity between blogger and follower and the credibility associated with a high number of followers were shown as items that allow to measure the influence of bloggers in consumer behaviors.
Description
Keywords
Bloggers Comportamento do consumidor Recomendações Envolvimento Influencer marketing Consumer behavior Recommendations Engagement