O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais

• Autor(a) principal: Santos, Samara Tavares
• Data de Publicação: 2024
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/723
• topic: comportamento do consumidor; consumo e sociedade; influenciadores digitais; decisões financeiras; competências midiáticas; consumer behavior; consumption and society; digital influencers, financial decisions; media competences; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

In this study, we propose to identify the profile of consumers of financial and investments content on social media platforms (YouTube and Instagram). The growth of investors in the stock exchange (B3) in Brazil, along with the increased sharing of information on finance and investments on social media, are events present in the last decade (2012 – 2022). In this study, we south to identify the profiles of consumers of digital influencers’ content on financial and investments on social media, correlating their characteristics with the propensity for financial decision-making regarding media content. The research method was quantitative through a survey with 92 respondents, constructed from validated scales. We analyzed data using JAMOV software (version 2.3), with the creation of three clusters characterized as three consumer profiles: Indecisive, Vulnerable, and Attentive. The results indicate that men, with higher levels of financial knowledge and media competence, and less prone to financial decision-making, are predominantly in the Attentive profile. On the other hand, consumers in the Vulnerable profile, who are younger men or women with lower age, monthly income, and financial knowledge, are more prone to financial decision-making. Academic and managerial implications are discussed, along with suggestions for future studies.