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A influência da atratividade e da credibilidade dos skinfluencers — skincare lovers e profissionais de saúde — na intenção de compra de produtos de dermocosmética
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A pandemia da COVID-19 alterou profundamente os padrões de consumo e os comportamentos dos consumidores, originando uma transformação significativa na indústria da beleza. A redução do uso de maquilhagem, associada à utilização prolongada de máscaras e ao surgimento de problemas cutâneos, como a acne, impulsionou o interesse pelos cuidados de pele e pela dermocosmética. Este contexto contribuiu para o crescimento do segmento de skincare, atualmente responsável por cerca de 40% do mercado global da beleza, e estimulou novas formas de comunicação e interação entre marcas e consumidores.
As redes sociais emergiram, assim, como um canal privilegiado de influência e recomendação, onde social media influencers especializados — os skinfluencers — assumem um papel determinante na mediação entre as marcas e os consumidores. Estes social media influencers, que podem ser tanto profissionais de saúde como skincare lovers, produzem conteúdos sobre rotinas, produtos e cuidados para a pele, construindo comunidades digitais assentes na confiança, na empatia e na partilha de experiências.
A presente dissertação tem como objetivo analisar o impacto dos skinfluencers na intenção de compra de produtos de dermocosmética, considerando as dimensões de atratividade, autenticidade, expertise e confiabilidade, bem como o papel mediador do engagement e das motivações de consumo hedónicas e utilitárias. O estudo pretende, ainda, compreender se o tipo de skinfluencer — profissionais de saúde ou skincare lovers — modera as relações entre estas variáveis.
Este trabalho contribui para o avanço da investigação em influencer marketing e dermocosmética, abordando um fenómeno ainda pouco explorado no contexto português. Ao fazê-lo, oferece também insights relevantes para marcas e profissionais do setor, ajudando-os a desenvolver estratégias de comunicação mais eficazes e alinhadas com as novas dinâmicas de influência digital.
The COVID-19 pandemic profoundly transformed consumer behavior and the beauty industry, leading to a shift in purchasing patterns and lifestyle habits. The reduced use of makeup, combined with prolonged mask-wearing and the emergence of skin conditions such as acne, intensified public interest in skincare and dermocosmetic products. This shift contributed to the rapid expansion of the skincare segment — now accounting for approximately 40% of the global beauty market — and promoted new forms of interaction and communication between brands and consumers. Social media platforms have become key channels of influence, where digital content creators — known as skinfluencers — play a crucial role in mediating the relationship between consumers and brands. These influencers, whether healthcare professionals or skincare lovers, create and share content related to skincare routines and product recommendations, fostering digital communities grounded in trust, empathy, and shared experience. This dissertation aims to analyze the impact of skinfluencers on consumers’ purchase intention of dermocosmetic products, considering the dimensions of attractiveness, authenticity, expertise, and credibility, as well as the mediating roles of engagement and hedonic and utilitarian consumption motivations. The study also examines whether the type of skinfluencer — healthcare professional or skincare lover — moderates these relationships. This research contributes to advancing academic understanding of influencer marketing in the dermocosmetic sector, addressing an underexplored area within the portuguese context. Furthermore, it provides valuable insights for brands and practitioners seeking to develop more effective communication strategies aligned with contemporary digital influence dynamics.
The COVID-19 pandemic profoundly transformed consumer behavior and the beauty industry, leading to a shift in purchasing patterns and lifestyle habits. The reduced use of makeup, combined with prolonged mask-wearing and the emergence of skin conditions such as acne, intensified public interest in skincare and dermocosmetic products. This shift contributed to the rapid expansion of the skincare segment — now accounting for approximately 40% of the global beauty market — and promoted new forms of interaction and communication between brands and consumers. Social media platforms have become key channels of influence, where digital content creators — known as skinfluencers — play a crucial role in mediating the relationship between consumers and brands. These influencers, whether healthcare professionals or skincare lovers, create and share content related to skincare routines and product recommendations, fostering digital communities grounded in trust, empathy, and shared experience. This dissertation aims to analyze the impact of skinfluencers on consumers’ purchase intention of dermocosmetic products, considering the dimensions of attractiveness, authenticity, expertise, and credibility, as well as the mediating roles of engagement and hedonic and utilitarian consumption motivations. The study also examines whether the type of skinfluencer — healthcare professional or skincare lover — moderates these relationships. This research contributes to advancing academic understanding of influencer marketing in the dermocosmetic sector, addressing an underexplored area within the portuguese context. Furthermore, it provides valuable insights for brands and practitioners seeking to develop more effective communication strategies aligned with contemporary digital influence dynamics.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Skinfluencers Dermocosmética Influencer marketing Credibilidade Atratividade Engagement