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Publication
Impactos dos atributos dos Instagrammers na intenção de compra: O papel mediador das caraterísticas percebidas
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Abstract(s)
Na sua atualidade, o mundo empresarial é cada vez mais marcado por um complexo desafio patente na relação com os clientes que, comparativamente há alguns anos, se mostram mais ponderados, atentos e exigentes. De que forma as empresas podem ganhar a sua confiança? Como se devem dirigir aos mesmos de modo que a mensagem que transmitem seja entendida como credível e apelativa? É na sequência destas e outras questões que as empresas têm vindo a realizar um esforço de adaptação ao mercado atual, abrindo-se espaço para o surgimento de novas estratégias e técnicas de marketing, como o marketing de influência.
Neste contexto, o objetivo da presente dissertação passa por aprofundar o marketing de influência, nomeadamente no que respeita à forma como os atributos (atratividade física e social e atitude homofílica) dos Instagrammers – os influenciadores digitais que trabalham essencialmente com a rede social Instagram – podem influenciar a intenção de compra do consumidor, destacando-se o papel mediador das caraterísticas percebidas pelo mesmo (confiabilidade, relação parassocial e perícia percebida).
Partindo da opinião de 171 inquiridos, através de um questionário online publicado na plataforma Google Forms, concluiu-se, primeiramente, que a atitude homofílica dos Instagrammers possui um efeito mais expressivo no sentimento de confiabilidade que os consumidores neles têm; a sua atratividade física afeta positivamente sobretudo a relação parassocial, que se reflete, por exemplo, no nível de intimidade que o consumidor assume para com o influenciador; e a sua atratividade social influencia significativamente as três
caraterísticas percebidas. Seguidamente, comprovou-se que a intenção de compra é influenciada de forma positiva, tanto pela perícia percebida como pela relação parassocial, sendo que, nesta última, o efeito é mais significativo nos indivíduos com 25 anos ou mais. Por fim, os resultados apurados permitiram inferir que a caraterística percebida que exerce um maior grau de influência como mediadora na relação entre Instagrammers e consumidores é a relação parassocial.
Com esta investigação, pretende-se dar um contributo ao nível do conhecimento sobre esta área, que poderá tornar-se útil no desenvolvimento de uma abordagem ao cliente mais acertada e eficaz por parte das empresas.
ABSTRACT: Nowadays, the business world faces a complex challenge in the relationship with customers, who are now more thoughtful, attentive and demanding, comparing to a few years ago. How can companies conquer their trust? How should they get in touch with them so that the message they convey is understood as credible and appealing? Following these and other issues, companies have been trying to adapt to the current market through a process that has allowed the emergence of new marketing strategies and techniques, such as influence marketing. In this context, the purpose of this dissertation is to explore influence marketing, particularly regarding how the attributes (physical and social attractiveness and homophilic attitude) of Instagrammers – the digital influencers who essentially work with Instagram – can influence the consumer's purchase intention, highlighting the mediating role of the characterizations perceived by the consumer (trustworthiness, parasocial relationship and perceived expertise). Considering the opinion of 171 respondents, collected through an online survey published on Google Forms, first of all we can conclude that the homophilic attitude of Instagrammers has a more significant effect on the consumers’ trustworthiness; their physical attractiveness mostly positively affects the parasocial relationship, which can be reflected, for example, by the level of intimacy that the consumer assumes towards the influencer; and their social attractiveness significantly influences the three perceived characterizations. It was then shown that purchase intention is positively influenced by both perceived expertise and parasocial relationship. In this last construct, the effect is more expressively seen in individuals aged 25 or over. Finally, the results obtained allowed us to infer that the perceived characterization that influences the most the relationship between Instagrammers and consumers as a mediator is the parasocial relationship. This research is expected to contribute to the level of knowledge in this area, which could become useful in the development of a more accurate and effective customer approach by companies.
ABSTRACT: Nowadays, the business world faces a complex challenge in the relationship with customers, who are now more thoughtful, attentive and demanding, comparing to a few years ago. How can companies conquer their trust? How should they get in touch with them so that the message they convey is understood as credible and appealing? Following these and other issues, companies have been trying to adapt to the current market through a process that has allowed the emergence of new marketing strategies and techniques, such as influence marketing. In this context, the purpose of this dissertation is to explore influence marketing, particularly regarding how the attributes (physical and social attractiveness and homophilic attitude) of Instagrammers – the digital influencers who essentially work with Instagram – can influence the consumer's purchase intention, highlighting the mediating role of the characterizations perceived by the consumer (trustworthiness, parasocial relationship and perceived expertise). Considering the opinion of 171 respondents, collected through an online survey published on Google Forms, first of all we can conclude that the homophilic attitude of Instagrammers has a more significant effect on the consumers’ trustworthiness; their physical attractiveness mostly positively affects the parasocial relationship, which can be reflected, for example, by the level of intimacy that the consumer assumes towards the influencer; and their social attractiveness significantly influences the three perceived characterizations. It was then shown that purchase intention is positively influenced by both perceived expertise and parasocial relationship. In this last construct, the effect is more expressively seen in individuals aged 25 or over. Finally, the results obtained allowed us to infer that the perceived characterization that influences the most the relationship between Instagrammers and consumers as a mediator is the parasocial relationship. This research is expected to contribute to the level of knowledge in this area, which could become useful in the development of a more accurate and effective customer approach by companies.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 19 de março de 2024, Universidade dos Açores.
Keywords
Atributos do Influenciador Caraterísticas Percebidas Instagram Intenção de Compra Marketing de Influência
Citation
Ponte, Raquel Bulhões Arruda Moniz da. (2023). "Impactos dos atributos dos Instagrammers na intenção de compra: O papel mediador das caraterísticas percebidas". 74 p. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2023. Disponível em http://hdl.handle.net/10400.3/7266