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Authors
Advisor(s)
Abstract(s)
A Web 2.0 alterou o paradigma da comunicação das marcas: por intermédio dos desenvolvimentos da Internet e das redes sociais, o consumidor assumiu o nível de Prosumer, capaz de produzir conteúdo sobre as marcas que consome e de disseminar Word-of-Mouth com mais facilidade e eficácia. No entanto, determinados utilizadores – frequentemente designados como Influenciadores - conseguem reunir amplas audiências compostas por outros indivíduos
predispostos a consumir os seus conteúdos e que se deixam influenciar, seja através dos seus comportamentos ou até mesmo intenção de compra. Neste seguimento, o trabalho de investigação propõe-se a identificar o impacto que a comunicação de influenciadores exerce sobre a intenção de compra dos seus seguidores, baseando-se no método dedutivo através de análise qualitativa de dados recolhidos durante entrevistas de focus group. Entre as principais
conclusões alcançadas com este trabalho, verificou-se que a influência sobre a intenção de compra é notada pelos seguidores em três níveis: despertar da necessidade de compra, quando o seguidor assume interesse por um produto/serviço, desencadeando o processo de tomada de decisão de compra; o conhecimento de marca, quando a informação disponibilizada pelo
influenciador contribui para o conhecimento que um determinado indivíduo tem sobre determinada marca e a sua oferta; e influência inconsciente, quando o seguidor admite a possibilidade de que a informação publicada por influenciadores condicione a sua intenção de compra, ainda que não esteja ciente de tal efeito.
ABSTRACT: Web 2.0 has changed the paradigm of brand communication: due to the development of the Internet and the social media websites, consumers became Prosumers, being able to produce content about the brands they consume and to spread Word-of-Mouth more easily and effectively. However, certain users - commonly known as Influencers - are able to gather large audiences composed of other individuals that want to consume their contents and are willing to let their behaviors and purchase intentions to be influenced. Knowing that, this research intends to measure the real impact of influencers' communication on the purchase intention of their followers, using the deductive method, based on the qualitative analysis of data collected during focus group interviews. Among the main conclusions achieved with this investigations, it was possible to verify that the purchase intention can be influenced, according to social media users, in three distinct levels: recognition of need to buy, when the interest of a influencer’s follower for a product/service is stimulated, starting thus the buying decision making process; brand awareness, when the influencer’s contents adds up to the knowledge a certain individual has regarding a brand and its offer; and the unconscious influence, when the follower admits the possibility that the information published by influencers impacts their purchase intentions, even though they are not aware of that effect.
ABSTRACT: Web 2.0 has changed the paradigm of brand communication: due to the development of the Internet and the social media websites, consumers became Prosumers, being able to produce content about the brands they consume and to spread Word-of-Mouth more easily and effectively. However, certain users - commonly known as Influencers - are able to gather large audiences composed of other individuals that want to consume their contents and are willing to let their behaviors and purchase intentions to be influenced. Knowing that, this research intends to measure the real impact of influencers' communication on the purchase intention of their followers, using the deductive method, based on the qualitative analysis of data collected during focus group interviews. Among the main conclusions achieved with this investigations, it was possible to verify that the purchase intention can be influenced, according to social media users, in three distinct levels: recognition of need to buy, when the interest of a influencer’s follower for a product/service is stimulated, starting thus the buying decision making process; brand awareness, when the influencer’s contents adds up to the knowledge a certain individual has regarding a brand and its offer; and the unconscious influence, when the follower admits the possibility that the information published by influencers impacts their purchase intentions, even though they are not aware of that effect.
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
Publicidade Redes sociais Influenciadores digitais Seguidores digitais Intenção de compra Prosumer Advertising Social networks Digital followers Purchase intention
Citation
Ferreira, E.A. (2018). O papel dos influenciadores digitais no processo de intenção de compra dos seguidores. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social