O Efeito Moderador do Patrocínio no Impacto do Influenciador Digital no Comportamento do Consumidor
Abstract
Os consumidores mostram-se cada vez mais exigentes pelo que as marcas têm de conseguir destacar-se de forma a conseguir captar a sua atenção. Simultaneamente, o mundo online tem ganho importância crescente pelo que as marcas precisam de garantir presença no digital e, ao mesmo tempo, proporcionar conteúdos que sejam valorizados pelos consumidores de forma a acompanhar as suas preferências. Este estudo surge, assim, com o objetivo de perceber o efeito moderador do patrocínio no impacto do influenciador digital no comportamento do consumidor, mais concretamente no consumidor de viagens e no fenómeno do passa-a-palavra. Para tal, foi desenvolvida uma investigação quantitativa aos utilizadores do instagram. Os resultados, obtidos através do PLS-SEM permitiram concluir que, de facto, o impacto da credibilidade da fonte e da interação parassocial na intenção do consumidor em se envolver no passa-a-palavra é moderado pela divulgação de patrocínio, no entanto não existe evidência que suporte que esse mesmo impacto é, também, moderado pelo tipo de influenciador. A investigação contribui, desta forma, para a literatura do marketing de influência ampliando o conhecimento já existente, demonstrando o impacto de diferentes variáveis no passa-a-palavra, alargando o conhecimento a um novo contexto, evidenciando, ainda, a relevância da valência positiva no passa-a-palavra. A nível da gestão, os resultados irão contribuir para uma aplicação mais eficaz das estratégias de marketing por parte dos profissionais.
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