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Abstract(s)
O crescente impacto do marketing de influência reflete-se na estratégia de marketing das marcas, que utilizam cada vez mais os influencers na sua estratégia de comunicação para influenciar favoravelmente as respostas do seu público-alvo. Esta investigação visa aprofundar o conhecimento sobre as caraterísticas que um/a influencer deve ter, na perspetiva do consumidor, e de que forma estas caraterísticas afetam o seu impacto sobre o comportamento de compra do consumidor. Mais concretamente, o presente estudo visa analisar a relação entre a credibilidade do influencer, operacionalizada através da expertise, confiabilidade e atratividade, e também da congruência entre o influencer e a marca, sobre a intenção de compra do produto promovido pelo influencer. A fim de cumprir estes objetivos, os dados foram recolhidos através de um inquérito online, na rede social Instagram. Foram utilizados dois influencers reais, um masculino e outro feminino (Carolina Patrocínio e António Raminhos) e a uma marca conhecida pela sua utilização regular de marketing de influência (Prozis). A amostra é composta por 203 participantes. Foram analisadas quatro variáveis independentes (expertise, atratividade, confiabilidade e congruência entre influencer – marca), que demostraram ter um impacto significativo na variável dependente (intenção de compra). Os resultados demonstraram um impacto positivo de todas as variáveis analisadas sobre a variável dependente (intenção de compra). Em relação à Carolina Patrocínio, a confiabilidade foi a variável que demonstrou estar mais fortemente associada à intenção de compra do produto promovido por esta influencer. Por outro lado, a expertise foi a variável que mostrou ter um maior impacto na criação da intenção de compra, no caso do António Raminhos.
The growing impact of influencer marketing is reflected in the marketing strategy of brands, which increasingly use influencers in their communication strategy to favorably influence the responses of their target consumers. This investigation aims to deepen the knowledge on the characteristics an influencer should have, from the consumer's perspective, and on how these characteristics impact his/her influence on the consumer's buying behavior. More specifically, this study aims to analyze the relationship between the credibility of influencers, operationalized through expertise, trustworthiness, attractiveness, and also on the congruence between the influencer and the brand, on consumer's purchase intention of the product promoted by the influencer. In order to fulfill these aims, data were collected through an online survey, in the social network Instagram. Two real influencers were used, one male and one female (Carolina Patrocínio and António Raminhos) and a brand known for its use of influencer marketing (Prozis). The sample consists of 203 participants. Four independent variables (expertise, attractiveness, reliability and congruence between the influencer-brand image) were analyzed. Findings demonstrated a positive impact of all the variables analyzed on the dependent variable (purchase intention). Regarding Carolina Patrocínio, trustworthiness was the variable most strongly associated with the purchase intention of the product endorsed by this influencer. On the other hand, expertise was the variable that proved to have the greatest impact on consumers’ purchase intention, in the case of António Raminhos.
The growing impact of influencer marketing is reflected in the marketing strategy of brands, which increasingly use influencers in their communication strategy to favorably influence the responses of their target consumers. This investigation aims to deepen the knowledge on the characteristics an influencer should have, from the consumer's perspective, and on how these characteristics impact his/her influence on the consumer's buying behavior. More specifically, this study aims to analyze the relationship between the credibility of influencers, operationalized through expertise, trustworthiness, attractiveness, and also on the congruence between the influencer and the brand, on consumer's purchase intention of the product promoted by the influencer. In order to fulfill these aims, data were collected through an online survey, in the social network Instagram. Two real influencers were used, one male and one female (Carolina Patrocínio and António Raminhos) and a brand known for its use of influencer marketing (Prozis). The sample consists of 203 participants. Four independent variables (expertise, attractiveness, reliability and congruence between the influencer-brand image) were analyzed. Findings demonstrated a positive impact of all the variables analyzed on the dependent variable (purchase intention). Regarding Carolina Patrocínio, trustworthiness was the variable most strongly associated with the purchase intention of the product endorsed by this influencer. On the other hand, expertise was the variable that proved to have the greatest impact on consumers’ purchase intention, in the case of António Raminhos.
Description
Keywords
Marketing de influência Influencer Credibilidade Congruência influencer-marca Intenção de compra Influencer marketing Credibility Congruence influencer-brand Purchase intentions