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Advisor(s)
Abstract(s)
Os últimos anos têm apresentado um quadro de saturação publicitária e de informação,
nomeadamente no mundo digital, por isso, conseguir prolongar o interesse e a atenção do
consumidor tornou-se um desafio para as marcas. Neste sentido tem vindo a emergir um novo
tipo de influenciador, os virtuais, frutos de inteligência artificial, que são personagens fictícias
delineadas para atrair e interagir com o público nas redes sociais. E, apesar de estarem a alastrar-
se, ainda são uma tendência relativamente recente e limitada no marketing. Perante um mercado
global e competitivo em que a tecnologia está em constante evolução, acredita-se que para as
marcas não estagnarem, devem combinar a criação de conteúdo estratégico, inteligência
artificial (AI) e Computer Generated Imagery (CGI) avançado.
O presente estudo aborda, assim, os influenciadores virtuais e a sua capacidade para fortalecer
a relação entre a marca e o consumidor. Para realizar a investigação, recorreu-se ao método
exploratório de natureza qualitativa aplicando entrevistas a duas amostras, uma composta por
profissionais da área e outra por seguidores do fenómeno.
Os resultados demonstraram que esta tendência ainda tem muito potencialidade para crescer
globalmente e, em Portugal, espera-se que chegue com expressão num futuro a médio prazo.
Com estes contributos também foi possível desmitificar a ideia de que um tipo de influenciador
substituirá o outro, sendo fundamental reconhecer que, quer os humanos, quer os virtuais,
podem coexistir de forma complementar no cenário do Marketing. Também apresentam um
forte potencial de enriquecimento na relação marca-consumidor desde a criação de pilares
assentes na confiança, identificação e lealdade. Ademais, são um suporte interessante para as
marcas gerarem engagement, notoriedade e alcance, à Geração Z e Alpha. Portanto, deverá ser
tido como uma adição atrativa ao ecossistema de influenciadores nas estratégias de marketing.
ABSTRACT: Recent years have seen a saturation of advertising and information, particularly in the digital world, so being able to prolong consumer interest and attention has become a challenge for brands. In this sense a new type of influencer has emerged, the virtual type, fruit of artificial intelligence, which are fictional characters designed to attract and interact with the public on social media. And, although they are spreading, they are still a relatively recent and limited trend in marketing. In the face of a global and competitive market in which technology is constantly evolving, it is believed that for brands not to stagnate, they must combine the creation of strategic content, artificial intelligence (AI) and advanced Computer Generated Imagery (CGI). This study therefore aims to address virtual influencers and their ability to strengthen the relationship between the brand and the consumer. To carry out the investigation, an exploratory method of a qualitative nature was used, applying interviews to two samples, one composed of professionals in the field and the other of followers of the phenomenon. The results showed that this trend still has a lot of potential to grow globally and, in Portugal, it is expected that it will become significant in the medium-term future. With these contributions, it was also possible to demystify the idea that one type of influencer will replace the other, and it is essential to recognize that both human and virtual ones, can coexist in a complementary way in the Marketing scenario. They also have a strong potential to enrich the relationship between the brand and the consumer by creating pillars based on trust, relatability and loyalty. Furthermore, they are an interesting support for brands to generate engagement, notoriety and reach, for Generation Z and Alpha. Therefore, they should be seen as an attractive addition to the influencer ecosystem in marketing strategies.
ABSTRACT: Recent years have seen a saturation of advertising and information, particularly in the digital world, so being able to prolong consumer interest and attention has become a challenge for brands. In this sense a new type of influencer has emerged, the virtual type, fruit of artificial intelligence, which are fictional characters designed to attract and interact with the public on social media. And, although they are spreading, they are still a relatively recent and limited trend in marketing. In the face of a global and competitive market in which technology is constantly evolving, it is believed that for brands not to stagnate, they must combine the creation of strategic content, artificial intelligence (AI) and advanced Computer Generated Imagery (CGI). This study therefore aims to address virtual influencers and their ability to strengthen the relationship between the brand and the consumer. To carry out the investigation, an exploratory method of a qualitative nature was used, applying interviews to two samples, one composed of professionals in the field and the other of followers of the phenomenon. The results showed that this trend still has a lot of potential to grow globally and, in Portugal, it is expected that it will become significant in the medium-term future. With these contributions, it was also possible to demystify the idea that one type of influencer will replace the other, and it is essential to recognize that both human and virtual ones, can coexist in a complementary way in the Marketing scenario. They also have a strong potential to enrich the relationship between the brand and the consumer by creating pillars based on trust, relatability and loyalty. Furthermore, they are an interesting support for brands to generate engagement, notoriety and reach, for Generation Z and Alpha. Therefore, they should be seen as an attractive addition to the influencer ecosystem in marketing strategies.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing de influência Influenciadores virtuais Inteligência artificial Relação marca-consumidor Influencer marketing Virtual influencers Artificial intelligence Brand-consumer relationship
Citation
Ferreira, M.R.P. (2023). Falsa existência, real relação? O fenómeno dos influenciadores virtuais [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17004
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social