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Authors
Advisor(s)
Abstract(s)
Ao longo das últimas décadas temos vindo a assistir a uma sofisticação crescente da comunicação e marketing. É possível dizer que estamos numa nova Era, definida essencialmente pela partilha de conteúdos entre os indivíduos. Estamos perante uma evolução a nível digital, onde surgiram os digital influencers.
Estes influenciadores são vistos como pessoas com grande importância no dia-a-dia dos seus seguidores que vieram alterar a forma como as pessoas procuram a informação, bem como, a intenção de compra.
Por este motivo, esta dissertação pretendeu examinar o poder de influência dos digital influencers de moda (instagrammers) no comportamento de compra do consumidor. Especificamente, perceber quais as características que levam os consumidores a seguir estes influencers de que forma conseguem influenciar a intenção de compra.
Pretendeu-se estudar os factores que caracterizam os digital influencers. Sendo um tema bastante abordado na actualidade, a dissertação teve como objectivo contribuir para fornecer informação útil sobre a temática em estudo. Para aprofundar o tema optámos pela escolha de um método qualitativo exploratório com recurso a entrevistas.
Com o estudo em profundidade conseguimos adquirir informações pertinentes sobre os digital influencers, podemos destacar que os foram atribuídas mais características além das previamente definidas. Damos o exemplo da personalidade um dos aspetos bastante referido quando se fala dos digital influencers.
ABSTRACT: Over the last few decades we have been therefore a growing sophistication of communication and marketing. It is possible to say that we are in a new Era, defined essentially by the sharing of content between people. At moment we are in a digital evolution, where digital influencers have emerged. These influencers are seen as people of great importance in the daily routine of their followers who came to change the way people look for information as well as the intention to purchase. For this reason, this dissertation aims to examine the power of influence of digital influencers (instagrammers) in consumer buying behavior. Specifically, it aims to understand how they can influence purchase intention and what characteristics lead consumers to follow these influencers. The aim was to study the factors that characterize digital influencers. Being a topic that is very discussed currently. The dissertation had as objective to contribute to a greater utility on a thematic study. To study the theme, we opted for a qualitative exploratory method with interviews. With the present study we were able to acquire pertinent information about the digital influencers, we can emphasize that they were assigned more charecteristics beyond those previously defined. We give the example of personality, one of the aspects refered when speaking of digital influencers.
ABSTRACT: Over the last few decades we have been therefore a growing sophistication of communication and marketing. It is possible to say that we are in a new Era, defined essentially by the sharing of content between people. At moment we are in a digital evolution, where digital influencers have emerged. These influencers are seen as people of great importance in the daily routine of their followers who came to change the way people look for information as well as the intention to purchase. For this reason, this dissertation aims to examine the power of influence of digital influencers (instagrammers) in consumer buying behavior. Specifically, it aims to understand how they can influence purchase intention and what characteristics lead consumers to follow these influencers. The aim was to study the factors that characterize digital influencers. Being a topic that is very discussed currently. The dissertation had as objective to contribute to a greater utility on a thematic study. To study the theme, we opted for a qualitative exploratory method with interviews. With the present study we were able to acquire pertinent information about the digital influencers, we can emphasize that they were assigned more charecteristics beyond those previously defined. We give the example of personality, one of the aspects refered when speaking of digital influencers.
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 Comportamento do consumidor Intenção de compra Social media Instagram Millennials Influence marketing Consumer behavior Purchase intention Digital influencers Influenciadores digitais
Citation
Neiva, M.P.P. (2018). Os digital influencers de moda e a intenção de compra nos Millennials. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social