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Authors
Advisor(s)
Abstract(s)
Entre milhões de seguidores e parcerias com marcas cada vez mais comuns, os
influenciadores digitais parecem ter vindo para ficar. Vistos como alguém próximo e
confiável, as suas opiniões são valorizadas e impactantes na atitude do consumidor
perante a marca e na sua intenção de compra. No entanto, com o surgimento da cultura
de cancelamento e o crescente cancelamento de influenciadores digitais nas redes sociais,
torna-se pertinente estudar não só o impacto que este fenómeno tem na relação do
seguidor com o influenciador digital, como também o impacto na perceção das marcas a
eles associadas. Esta investigação propõe-se a explorar estas duas vertentes, além de
apurar os motivos que levam ao cancelamento de influenciadores digitais, baseando-se
na análise qualitativa de dados, recolhidos em entrevistas individuais em profundidade.
Os resultados sugerem que a opinião do seguidor sobre o influenciador digital sofre um
impacto negativo após o cancelamento, levando, tendencialmente, a uma quebra da
relação parassocial previamente estabelecida. Esta rutura impacta o comportamento do
seguidor, deixando este de seguir e de ter interações com o influenciador cancelado.
Apesar disso, foi identificada uma minoria de participantes que voltou atrás na sua
decisão de cancelamento, o que contribui para uma visão do cancelamento como um
processo dinâmico e heterogéneo. Os resultados obtidos sugerem, ainda, a existência de
diferenças culturais na abordagem ao cancelamento. Já relativamente às marcas,
distinguem-se as consequências do cancelamento nas marcas associadas ao influenciador
digital, sobre as quais o seguidor tende a manter a sua perceção anterior, e nas marcas
próprias do influenciador digital, que sofrem impactos mais negativos, uma vez que o
seguidor tem a perceção que estas refletem os valores do influenciador digital.
ABSTRACT: Among millions of followers and increasingly common brand partnerships, digital influencers seem to be here to stay. Seen as close and trustworthy, their opinions are valued and impact the consumer’s attitude towards the brand and purchase intention. However, with the emergence of cancel culture and the growing cancellation of digital influencers on social media, it becomes relevant to study not only the impact that this phenomenon has on the relationship between the follower and the digital influencer, but also the impact on the perception of brands associated with them. This study aims to explore these two topics, as well as understanding the reasons that lead to cancelling digital influencers, based on qualitative data analysis, collected in individual in-depth interviews. The main conclusions suggest that the follower’s opinion about the digital influencer suffers a negative impact after they’re cancelled, leading to a point of rupture in the previously established parasocial relationship. This disruption impacts the behavior of the follower, who unfollows and stops any interactions with the cancelled influencer. Nevertheless, a minority of participants went back on their decision to cancel, which contributes to the perception of cancel culture as a dynamic and heterogeneous process. The results also suggest the existence of cultural differences in the cancelling process. Regarding brands, the consequences of cancelling are different between brands associated with the digital influencer, on which the follower tends to maintain their previous perception, and the digital influencer's own brands, which suffer more negative impacts, since the follower has the perception that these are a reflection of the digital influencer’s values.
ABSTRACT: Among millions of followers and increasingly common brand partnerships, digital influencers seem to be here to stay. Seen as close and trustworthy, their opinions are valued and impact the consumer’s attitude towards the brand and purchase intention. However, with the emergence of cancel culture and the growing cancellation of digital influencers on social media, it becomes relevant to study not only the impact that this phenomenon has on the relationship between the follower and the digital influencer, but also the impact on the perception of brands associated with them. This study aims to explore these two topics, as well as understanding the reasons that lead to cancelling digital influencers, based on qualitative data analysis, collected in individual in-depth interviews. The main conclusions suggest that the follower’s opinion about the digital influencer suffers a negative impact after they’re cancelled, leading to a point of rupture in the previously established parasocial relationship. This disruption impacts the behavior of the follower, who unfollows and stops any interactions with the cancelled influencer. Nevertheless, a minority of participants went back on their decision to cancel, which contributes to the perception of cancel culture as a dynamic and heterogeneous process. The results also suggest the existence of cultural differences in the cancelling process. Regarding brands, the consequences of cancelling are different between brands associated with the digital influencer, on which the follower tends to maintain their previous perception, and the digital influencer's own brands, which suffer more negative impacts, since the follower has the perception that these are a reflection of the digital influencer’s values.
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 de influência Redes sociais Influenciadores digitais Cultura de cancelamento Influencer marketing Social media Digital influencers Cancel culture
Citation
Domingos, V.M. (2021). Depois do cancelamento: O impacto na relação entre o seguidor e o influenciador digital e na perceção das marcas a ele associadas. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14250
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social