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Publication
Atitudes face a influenciadores de moda e os seus conteúdos publicados na conta do Instagram
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| 827.69 KB | Adobe PDF |
Advisor(s)
Abstract(s)
A internet tem vindo a revolucionar a forma como as pessoas se conectam, se comunicam e
consomem informação. No mundo digital, as redes sociais trouxeram novas formas de
influenciar, novas tendências e variações de opinião. Neste contexto, o marketing de
influência mostra ser uma estratégia essencial para as marcas criarem relações autênticas e
sólidas com os consumidores, sendo os influenciadores digitais alicerces da estratégia, pelo
seu impacto direto no público e impulso à comunicação. Estes divulgam produtos, moldam
estilos, inspiram audiências e criam narrativas que ajudam a aproximar as marcas dos seus
consumidores.
Na indústria da moda os influenciadores digitais têm ganho preponderância, ditando as
tendências de forma atrativa e envolvente. Para os seguidores os influenciadores não
promovem apenas produtos, mas também uma forma de ser e estar com a qual se podem
identificar e conectar. Enquanto os estudos de marketing de influência referem o papel da
credibilidade na atitude face aos influenciadores, recentemente surgiu o alerta para a
importância da autenticidade dos influenciadores. Adicionalmente, o contexto da moda
apresenta uma envolvente para a qual poderão contribuir elementos como a imagem ou a
coolness do influenciador. Neste sentido, este estudo analisa a influência da credibilidade,
autenticidade e coolness dos influenciadores de moda na atitude, e intenções de
comportamento face a estes. Usando dados de questionários de consumidores, os resultados
mostram que a atratividade, a autenticidade e a coolness do influenciador de moda
influenciam positivamente a atitude do seguidor face ao mesmo e que essa atitude contribui
para a intenção de recomendar a conta do influenciador, mas não para a intenção de seguir
o seu conselho. Os resultados providenciam informações importantes quer para os
influenciadores, quer para os gestores e diretores de comunicação de marcas que pretendam
usar estratégias digitais de marketing de influência.
The internet has been revolutionizing the way people connect, communicate, and consume information. In the digital world, social media has introduced new forms of influence, emerging trends, and shifts in opinion. In this context, influencer marketing proves to be an essential strategy for brands to build well-known and solid relationships with consumers, with digital influencers serving as the foundation of this strategy due to their direct impact on the public and their ability to drive communication. These influencers promote products, shape styles, inspire audiences, and create narratives that help bring brands closer to their consumers. In the fashion industry, digital influencers have gained prominence, setting trends in an engaging and captivating way. Additionally, the fashion context provides an environment where factors such as the influencer’s image or perceived aloofness can play a role. In this regard, this study analyzes the influence of changes, trends, and the perceived aloofness of fashion influencers on consumers' attitudes and behavioral thoughts towards them. Using data from consumer surveys, the results show that an influencer’s attractiveness, moderation, and aloofness positively impact a follower’s attitude towards them, and that this attitude contributes to the intention to recommend the influencer’s account but does not influence the intention to follow their advice. These findings provide valuable insights for both influencers and brand managers or communication directors who seek to implement digital influencer marketing strategies.
The internet has been revolutionizing the way people connect, communicate, and consume information. In the digital world, social media has introduced new forms of influence, emerging trends, and shifts in opinion. In this context, influencer marketing proves to be an essential strategy for brands to build well-known and solid relationships with consumers, with digital influencers serving as the foundation of this strategy due to their direct impact on the public and their ability to drive communication. These influencers promote products, shape styles, inspire audiences, and create narratives that help bring brands closer to their consumers. In the fashion industry, digital influencers have gained prominence, setting trends in an engaging and captivating way. Additionally, the fashion context provides an environment where factors such as the influencer’s image or perceived aloofness can play a role. In this regard, this study analyzes the influence of changes, trends, and the perceived aloofness of fashion influencers on consumers' attitudes and behavioral thoughts towards them. Using data from consumer surveys, the results show that an influencer’s attractiveness, moderation, and aloofness positively impact a follower’s attitude towards them, and that this attitude contributes to the intention to recommend the influencer’s account but does not influence the intention to follow their advice. These findings provide valuable insights for both influencers and brand managers or communication directors who seek to implement digital influencer marketing strategies.
Description
Keywords
Marketing de influência Influenciadores digitais Redes sociais Credibilidade Autenticidade Coolness