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O marketing de influenciadores tem sido sugerido como uma fonte importante de atitude perante a marca, relacionamento entre o consumidor e a marca e intenção de compra. Este artigo tem como objetivo aprofundar a compreensão do impacto do sexo e do género na colaboração entre influenciador e marca e o seu efeito na intenção de compra, analisando o papel mediador da atitude perante a marca nesse relacionamento. Esta pesquisa foi realizada através de redes sociais. Considerando apenas os perfis de género masculino e feminino, este estudo incluiu quatro perfis de influenciadores artificiais e duas marcas bem conhecidas (uma masculina e outra feminina). A análise geral do estudo demonstra que a congruência de género entre os consumidores e os influenciadores e a congruência de género entre os influenciadores e as marcas relacionam-se positivamente com a atitude dos consumidores em relação à colaboração entre a marca e o influenciador e à intenção de compra do produto promovido pelo influenciador. Além disso, os resultados indicam uma preferência pelas consumidoras do uso de influenciadores do sexo feminino. O estudo aprofundado de cada marca demonstra os mesmos resultados, destacando a importância de considerar o género do influenciador quando as marcas estão a decidir qual o influenciador que devem escolher. Portanto, este estudo contribui para pesquisas em marketing de influenciadores e também para o fluxo emergente de pesquisas sobre género de marca, sublinhando a relevância da congruência entre o influenciador e a marca na atitude dos consumidores face à colaboração.
Influencer marketing has been suggested as an important source of brand attitude, consumer-brand relationships and consumer purchase intention. This paper aims to deepen the understanding of the impact of sex and gender on a influencer-brand collaboration and its effect on purchase intention, by analysing the mediating role of brand attitude on this relationship. This research was conducted through social media networks. Considering only the masculine and the feminine gender profiles, this study included four artificial influencers profiles and two well-known brands (one masculine and one feminine). The overall study analysis demonstrates that consumer-influencer gender congruence and influencer-brand gender congruence relate positively to consumers’ attitude towards the collaboration between the brand and the influencer and purchase intention of the product promoted by the influencer. Moreover, findings indicate a preference by female consumers of the use of female influencers. The in-deep study of each brand showcases the same results, highlighting the importance of considering the influencer gender when brands are deciding which influencer to choose. Therefore, this research contributes to research on influencer marketing and also to the emergent stream of research on brand gender, by underlining the relevance of influencer-brand congruence on consumers’ attitude towards the collaboration.
Influencer marketing has been suggested as an important source of brand attitude, consumer-brand relationships and consumer purchase intention. This paper aims to deepen the understanding of the impact of sex and gender on a influencer-brand collaboration and its effect on purchase intention, by analysing the mediating role of brand attitude on this relationship. This research was conducted through social media networks. Considering only the masculine and the feminine gender profiles, this study included four artificial influencers profiles and two well-known brands (one masculine and one feminine). The overall study analysis demonstrates that consumer-influencer gender congruence and influencer-brand gender congruence relate positively to consumers’ attitude towards the collaboration between the brand and the influencer and purchase intention of the product promoted by the influencer. Moreover, findings indicate a preference by female consumers of the use of female influencers. The in-deep study of each brand showcases the same results, highlighting the importance of considering the influencer gender when brands are deciding which influencer to choose. Therefore, this research contributes to research on influencer marketing and also to the emergent stream of research on brand gender, by underlining the relevance of influencer-brand congruence on consumers’ attitude towards the collaboration.
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Keywords
Marketing de influenciadores Género Género de marca Sexo Congruência Atitude perante a marca Intenção de compra Influencer marketing Brand gender Gender Sex Congruence Brand attitude Purchase intention