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Authors
Advisor(s)
Abstract(s)
Um dos setores em voga no momento é o turismo, principalmente após sofrer
severas consequências com dois anos de Pandemia Mundial. Por outro lado, em também
crescente expansão, encontra-se o marketing de influenciadores e o marketing passa-a palavra, dois tipos de marketing de conteúdo que se fortalecem conforme o avanço das
tecnologias.
Conquistar o consumidor, principalmente o millennial – exigente, astuto e
aventureiro – tornou-se uma tarefa difícil para todos os setores. Atualmente não basta ter
presença online para os converter, mas sim utilizar estratégias que recorram a opiniões
fomentadas que os tentem convencer a comprar algo.
Assim, para a presente dissertação foi escolhido o mercado de turismo para
procurar conhecer qual o tipo de impacto que o marketing passa-a-palavra e o marketing
de influenciadores têm na intenção de compra dos seus consumidores, nomeadamente
millennials.
Para conhecer o impacto real de cada um destes tipos de marketing, foi
disponibilizado um inquérito por questionário online, onde se obteve uma amostra de
conveniência de 136 inquiridos.
Os resultados do inquérito permitiram confirmar três das cinco hipóteses da investigação.
Neste caso, o consumidor millennial é impactuado pelo marketing passa-a-palavra,
enquanto o seu processo de compra no setor do turismo é influenciado por estratégias
deste tipo de marketing, tanto que advenham de desconhecidos ou pessoas que conhece.
Por outro lado, confirmou-se que o marketing de influenciadores não tem impacto nos
consumidores, tal como este não impactua o processo de compra dos mesmos no setor do
turismo.
ABSTRACT: One of the sectors in vogue at the moment is tourism, especially after suffering severe consequences with two years of the World Pandemic. On the other hand, also growing in expansion are influencer marketing and word-of-mouth marketing, two types of content marketing that are strengthened as technology advances. Conquering consumers, especially millennials – demanding, astute and adventurous – has become a difficult task for all sectors. Currently, it is not enough to have an online presence to convert them, but to use strategies that use promoted opinions that try to convince them to buy something. Thus, for the present dissertation, the tourism market was chosen to seek to know what kind of impact that word-of-mouth marketing and influencer marketing have on the purchase intention of their consumers, namely millennials. To know the real impact of each of these types of marketing, an online questionnaire survey was made available, where a convenience sample of 136 respondents was obtained. The survey results confirmed three of the five research hypotheses. In this case, the millennial consumer is impacted by word-of-mouth marketing, while their purchase process in the tourism sector is influenced by strategies of this type of marketing, whether they come from strangers or people they know. On the other hand, it was confirmed that influencer marketing has no impact on consumers, just as it does not impact their purchase process in the tourism sector.
ABSTRACT: One of the sectors in vogue at the moment is tourism, especially after suffering severe consequences with two years of the World Pandemic. On the other hand, also growing in expansion are influencer marketing and word-of-mouth marketing, two types of content marketing that are strengthened as technology advances. Conquering consumers, especially millennials – demanding, astute and adventurous – has become a difficult task for all sectors. Currently, it is not enough to have an online presence to convert them, but to use strategies that use promoted opinions that try to convince them to buy something. Thus, for the present dissertation, the tourism market was chosen to seek to know what kind of impact that word-of-mouth marketing and influencer marketing have on the purchase intention of their consumers, namely millennials. To know the real impact of each of these types of marketing, an online questionnaire survey was made available, where a convenience sample of 136 respondents was obtained. The survey results confirmed three of the five research hypotheses. In this case, the millennial consumer is impacted by word-of-mouth marketing, while their purchase process in the tourism sector is influenced by strategies of this type of marketing, whether they come from strangers or people they know. On the other hand, it was confirmed that influencer marketing has no impact on consumers, just as it does not impact their purchase process in the tourism sector.
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 influenciadores Marketing passa-a-palavra Turismo Geração Millennial Digital influencers Marketing word-of-mouth Tourism Millennial Generation
Citation
Pereira, C.L. (2022). O impacto dos influenciadores digitais versus passa-a-palavra no setor do turismo: Geração Millennial [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15670
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social