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Impacto do conteúdo pago na intenção de compra de produtos cosméticos no TikTok
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Resumo(s)
Na era digital, as redes sociais tornaram-se ferramentas essenciais para as estratégias de marketing, permitindo às marcas apresentar os seus produtos e interagir com os consumidores de forma inovadora. O TikTok, enquanto plataforma emergente e de rápido crescimento, tornou-se uma rede social crucial e valiosa para a promoção de conteúdo, tanto de marcas como de utilizadores comuns. A indústria dos cosméticos, conhecida pela sua adaptabilidade às tendências do marketing digital, tem tirado partido do TikTok através de parcerias com influenciadores digitais e de conteúdos gerados pelas próprias marcas, o que contribuiu para reforçar o envolvimento com os consumidores.
Este estudo explora o impacto do conteúdo pago no TikTok na formação das intenções de compra dos consumidores no setor da cosmética. O conteúdo pago inclui colaborações remuneradas e publicações patrocinadas.
Este estudo adotou uma abordagem metodológica quantitativa, recorrendo a um inquérito por questionário para a recolha de dados. Os principais resultados permitiram concluir que a confiança nos influenciadores digitais desempenha um papel determinante na intenção de compra de produtos cosméticos. Verificou-se ainda que a partilha da eWoM reforça a intenção de compra, confirmando o seu papel como mecanismo de validação social no TikTok. Por fim, o estudo contribuirá para a descoberta de insights valiosos sobre a eficácia das estratégias de publicidade existentes no digital, atualmente.
In the digital age, social media has become an essential tool for marketing strategies, allowing brands to showcase their products and interact with consumers in innovative ways. TikTok, as an emerging and rapidly growing platform, has become a crucial and valuable social network for promoting content, both for brands and ordinary users. The cosmetic industry, known for its adaptability to digital marketing trends, has taken advantage of TikTok through partnerships with digital influencers and content generated by brands themselves, which has helped to strengthen consumer engagement. This study explores the impact of paid content on TikTok on shaping consumer purchase intentions in the cosmetics sector. Paid content includes paid collaborations and sponsored posts. This study adopted a quantitative methodological approach, using a questionnaire survey to collect data. The main results allowed us to conclude that trust in digital influencers plays a decisive role in the intention to purchase cosmetic products. It was also found that sharing eWoM reinforces the intention to purchase, confirming its role as a social validation mechanism on TikTok. Finally, the study will contribute to the discovery of valuable insights into the effectiveness of existing digital advertising strategies today.
In the digital age, social media has become an essential tool for marketing strategies, allowing brands to showcase their products and interact with consumers in innovative ways. TikTok, as an emerging and rapidly growing platform, has become a crucial and valuable social network for promoting content, both for brands and ordinary users. The cosmetic industry, known for its adaptability to digital marketing trends, has taken advantage of TikTok through partnerships with digital influencers and content generated by brands themselves, which has helped to strengthen consumer engagement. This study explores the impact of paid content on TikTok on shaping consumer purchase intentions in the cosmetics sector. Paid content includes paid collaborations and sponsored posts. This study adopted a quantitative methodological approach, using a questionnaire survey to collect data. The main results allowed us to conclude that trust in digital influencers plays a decisive role in the intention to purchase cosmetic products. It was also found that sharing eWoM reinforces the intention to purchase, confirming its role as a social validation mechanism on TikTok. Finally, the study will contribute to the discovery of valuable insights into the effectiveness of existing digital advertising strategies today.
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
TikTok Conteúdo pago Intenção de compra Influenciador digital Indústria da cosmética