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Authors
Advisor(s)
Abstract(s)
O marketing de influência assume um papel muito importante na conjuntura atual, sobretudo porque as marcas se aperceberam que o público se revê, cada vez mais, na opinião de alguns indivíduos e a toma como determinante a nível comportamental na compra de determinados bens ou serviços. Ao reconhecerem esta nova realidade, as marcas passaram a incorporar estes indivíduos, chamados de influenciadores, na sua estratégia e mix de comunicação. O recurso a este tipo de figuras, como meio alternativo de fazer passar uma
imagem positiva de um produto e de induzir a determinado comportamento favorável, tornou-se assim um fator determinante no que hoje designamos por marketing de influência.
Partindo desta constatação, pretende-se com este estudo perceber qual o perfil ideal de influenciador que contribui de forma eficaz no processo de decisão de compra do consumidor português. Substancialmente, que perfil será capaz de influenciar o comportamento de compra do consumidor, que características inerentes a este são tidas como determinantes na ótica do consumidor e da marca. Na resposta às questões que
motivam este estudo e os objetivos que lhe estão subjacentes, recorremos a uma metodologia quantitativa e qualitativa, tendo como instrumento de recolha de dados um questionário. Na análise e tratamento foi utilizada uma análise descritiva dos resultados obtidos, desenhando uma abordagem preditiva residindo na verificação de um conjunto de hipóteses.
Influencer marketing assumes a very important role in the current scenario, especially because brands have realized that the public increasingly sees itself in the opinion of some people and takes it as a behavioral determinant in the purchase of certain products or services. Recognizing this new reality, brands started to incorporate these people, called influencers, in their strategy and communication mix. The use of this type of figures, as an alternative means to convey the positive image of a product and induce a certain favourable behaviour, thus became a determining factor in what we now call influence marketing. Based on this point, the aim of this study is to understand which is the ideal profile of the influencer who contributes effectively to the buying decision process of the Portuguese consumer. Substantially, which profile will be able to influence the consumer's buying behavior, which characteristics inherent to this are considered as determinant from the point of view of the consumer and the brand. Answering the questions that motivate this study and the objectives underlying it, we used a quantitative and qualitative methodology, using a questionnaire as a data collection tool. In the analysis and treatment it was used a descriptive analysis of the results obtained, drawing a predictive approach residing in the verification of a set of hypotheses.
Influencer marketing assumes a very important role in the current scenario, especially because brands have realized that the public increasingly sees itself in the opinion of some people and takes it as a behavioral determinant in the purchase of certain products or services. Recognizing this new reality, brands started to incorporate these people, called influencers, in their strategy and communication mix. The use of this type of figures, as an alternative means to convey the positive image of a product and induce a certain favourable behaviour, thus became a determining factor in what we now call influence marketing. Based on this point, the aim of this study is to understand which is the ideal profile of the influencer who contributes effectively to the buying decision process of the Portuguese consumer. Substantially, which profile will be able to influence the consumer's buying behavior, which characteristics inherent to this are considered as determinant from the point of view of the consumer and the brand. Answering the questions that motivate this study and the objectives underlying it, we used a quantitative and qualitative methodology, using a questionnaire as a data collection tool. In the analysis and treatment it was used a descriptive analysis of the results obtained, drawing a predictive approach residing in the verification of a set of hypotheses.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Marketing Marketing de Influência Público Marcas Influence marketing Public Brands
Citation
Lobato, B. (2022) O perfil ideal de influenciador como fator determinante no processo de compra do consumidor português. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/15298