O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Crescitelli, EdsonCampos, Roberta DiasCordeiro, Rafaela AlmeidaMello, Cristina Helena Pinto de39156563809https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8478722D5&tokenCaptchar=03AFcWeA6bnlXULLc5YZ0kjcnm1MwMpJTM1dcbQx4jgBg8Wgs8BxzkgXQfneVgS_F9DTUyiI30yalqq6bTVDSyUyfTBe_CsFiM2fX-HqSmePHpkRigTM795OIcSyEm1qSd1sCEjbCBUe3Au63RQ3QKiimm0IAZt-VK7i4gSSa8KPFHFQOoDQiOc_RrFGPUPRUmw7RTFWoO5ZvrrZr4LBbo96aoujK9uNEjqDwzfkMkydz2Tx0KhzORklEWGOMQE1dTrVNOheMxyT7_69SwYmqyy9KAt2qnuYXnUpvuOzg83QD2Vuzw0bmx64e6CCdI1_sL6FJFP9cuDiHGSpDxwR9j3L8ay2a0Z3kAn6vmKx24-FcQaIL_xZ_Acj0-oEN8rauaFXSooRUjKNMDmWgo7-ALNQ0A4xct-Sap3kf8FdaL9J8hOaY9kOmSjpduyu1Q0fBfrEf4l0jHUdeebEOgT2l6cFq9e0Sa_UKxt-vvXmw1p2iW040xOAiH46t9WDrcgJVc_SNKlrQu_jVPLGKaDh_GQsdkJHOUdeH3LubHNrZnbAaRUTP3KBCVtd9qpjLCx8zomcd4JjAunXGbmq0EYJAYFWPhtjMSJ9DlyFDe31dv-hezJo2J7zA_GIWg4e8rXNg2FQuoWPY8hw0oAM_tMFY7kUi_g7uAPmiaAwPNKmRaVb57t04jYpcBMHs87T8V-2c9ok5wAnVFsWXvwCAykPwDwghvCYnmYdOu4fY7vOpCWP8mn_YOLS7Syj4Santos, Samara Tavares2024-04-26T13:50:44Z2024-03-04Santos, Samara Tavares. O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais. 2024. [75 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/723In 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.Neste estudo, propõe-se a identificação dos perfis de consumidores de conteúdos de influenciadores digitais de finanças e investimentos nas plataformas de redes sociais digitais (YouTube, Instagram). O crescimento de investidores na Bolsa de Valores no Brasil, assim como o aumento do compartilhamento de informações sobre finanças e investimentos disponíveis nas redes sociais, são acontecimentos que marcaram a última década (2012 – 2022). Neste estudo, então, buscou-se identificar os perfis dos consumidores de conteúdos de influenciadores digitais de finanças e investimentos nas redes sociais digitais, relacionando suas características com a propensão à tomada de decisão financeira oriundas de conteúdos midiáticos. O método de investigação utilizado foi quantitativo, via survey, com 92 respondentes, construída a partir de escalas testadas. Os dados foram analisados no software JAMOV (versão 2.3), possibilitando a construção de três clusters, caracterizados em três perfis de consumidores: Indeciso, Vulnerável e Atento. Os resultados apontam que homens que possuem níveis mais altos de conhecimento financeiro e competência midiática, e estão menos propensos à tomada de decisão financeira, estão predominantemente no perfil Atento. Também, os consumidores do perfil Vulnerável, homens ou mulheres mais jovens, com renda mensal, e nível de conhecimento financeiro mais baixos, estão mais propensos à tomada de decisão financeira. Ainda são oferecidas implicações teóricas e gerenciais, bem como possibilidades de estudos futuros.Submitted by Débora Silva (deborasilva@espm.br) on 2024-04-26T13:49:39Z No. of bitstreams: 1 Samara_ Tavares_ Santos.pdf: 6094219 bytes, checksum: 41c14fd6a27b3441f94befb783787ad2 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2024-04-26T13:50:06Z (GMT) No. of bitstreams: 1 Samara_ Tavares_ Santos.pdf: 6094219 bytes, checksum: 41c14fd6a27b3441f94befb783787ad2 (MD5)Approved for entry into archive by Débora Silva (deborasilva@espm.br) on 2024-04-26T13:50:32Z (GMT) No. of bitstreams: 1 Samara_ Tavares_ Santos.pdf: 6094219 bytes, checksum: 41c14fd6a27b3441f94befb783787ad2 (MD5)Made available in DSpace on 2024-04-26T13:50:44Z (GMT). No. of bitstreams: 1 Samara_ Tavares_ Santos.pdf: 6094219 bytes, checksum: 41c14fd6a27b3441f94befb783787ad2 (MD5) Previous issue date: 2024-03-04application/pdfhttp://tede2.espm.br/retrieve/2564/Samara_%20Tavares_%20Santos.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento do consumidor; consumo e sociedade; influenciadores digitais; decisões financeiras; competências midiáticasconsumer behavior; consumption and society; digital influencers, financial decisions; media competencesCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOO influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitaisThe influencer influences me: identifying the profiles of consumers of finance and investment content on digital social networksinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILSamara_ Tavares_ Santos.pdf.jpgSamara_ Tavares_ Santos.pdf.jpgimage/jpeg4595http://tede2.espm.br:8080/tede/bitstream/tede/723/4/Samara_+Tavares_+Santos.pdf.jpgc7100e4e0a9d8e0601438f6ed4afe15fMD54TEXTSamara_ Tavares_ Santos.pdf.txtSamara_ Tavares_ Santos.pdf.txttext/plain142381http://tede2.espm.br:8080/tede/bitstream/tede/723/3/Samara_+Tavares_+Santos.pdf.txt5c447e816e7187870a7b064892f4bf02MD53ORIGINALSamara_ Tavares_ Santos.pdfSamara_ Tavares_ Santos.pdfapplication/pdf6094219http://tede2.espm.br:8080/tede/bitstream/tede/723/2/Samara_+Tavares_+Santos.pdf41c14fd6a27b3441f94befb783787ad2MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/723/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/7232024-04-27 01:00:16.387oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2024-04-27T04:00:16Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
dc.title.alternative.eng.fl_str_mv |
The influencer influences me: identifying the profiles of consumers of finance and investment content on digital social networks |
title |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
spellingShingle |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais Santos, Samara Tavares 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 |
title_short |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
title_full |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
title_fullStr |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
title_full_unstemmed |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
title_sort |
O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais |
author |
Santos, Samara Tavares |
author_facet |
Santos, Samara Tavares |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Crescitelli, Edson |
dc.contributor.referee1.fl_str_mv |
Campos, Roberta Dias |
dc.contributor.referee2.fl_str_mv |
Cordeiro, Rafaela Almeida |
dc.contributor.referee3.fl_str_mv |
Mello, Cristina Helena Pinto de |
dc.contributor.authorID.fl_str_mv |
39156563809 |
dc.contributor.authorLattes.fl_str_mv |
https://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8478722D5&tokenCaptchar=03AFcWeA6bnlXULLc5YZ0kjcnm1MwMpJTM1dcbQx4jgBg8Wgs8BxzkgXQfneVgS_F9DTUyiI30yalqq6bTVDSyUyfTBe_CsFiM2fX-HqSmePHpkRigTM795OIcSyEm1qSd1sCEjbCBUe3Au63RQ3QKiimm0IAZt-VK7i4gSSa8KPFHFQOoDQiOc_RrFGPUPRUmw7RTFWoO5ZvrrZr4LBbo96aoujK9uNEjqDwzfkMkydz2Tx0KhzORklEWGOMQE1dTrVNOheMxyT7_69SwYmqyy9KAt2qnuYXnUpvuOzg83QD2Vuzw0bmx64e6CCdI1_sL6FJFP9cuDiHGSpDxwR9j3L8ay2a0Z3kAn6vmKx24-FcQaIL_xZ_Acj0-oEN8rauaFXSooRUjKNMDmWgo7-ALNQ0A4xct-Sap3kf8FdaL9J8hOaY9kOmSjpduyu1Q0fBfrEf4l0jHUdeebEOgT2l6cFq9e0Sa_UKxt-vvXmw1p2iW040xOAiH46t9WDrcgJVc_SNKlrQu_jVPLGKaDh_GQsdkJHOUdeH3LubHNrZnbAaRUTP3KBCVtd9qpjLCx8zomcd4JjAunXGbmq0EYJAYFWPhtjMSJ9DlyFDe31dv-hezJo2J7zA_GIWg4e8rXNg2FQuoWPY8hw0oAM_tMFY7kUi_g7uAPmiaAwPNKmRaVb57t04jYpcBMHs87T8V-2c9ok5wAnVFsWXvwCAykPwDwghvCYnmYdOu4fY7vOpCWP8mn_YOLS7Syj4 |
dc.contributor.author.fl_str_mv |
Santos, Samara Tavares |
contributor_str_mv |
Crescitelli, Edson Campos, Roberta Dias Cordeiro, Rafaela Almeida Mello, Cristina Helena Pinto de |
dc.subject.por.fl_str_mv |
comportamento do consumidor; consumo e sociedade; influenciadores digitais; decisões financeiras; competências midiáticas |
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 |
dc.subject.eng.fl_str_mv |
consumer behavior; consumption and society; digital influencers, financial decisions; media competences |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
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. |
publishDate |
2024 |
dc.date.accessioned.fl_str_mv |
2024-04-26T13:50:44Z |
dc.date.issued.fl_str_mv |
2024-03-04 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Santos, Samara Tavares. O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais. 2024. [75 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/723 |
identifier_str_mv |
Santos, Samara Tavares. O influenciador me influencia: identificando os perfis dos consumidores de conteúdos de finanças e investimentos nas redes sociais digitais. 2024. [75 f.]. Dissertação (Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/723 |
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openAccess |
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Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado Profissional em Comportamento do Consumidor |
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ESPM |
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Brasil |
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Escola Superior de Propaganda e Marketing |
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repository.mail.fl_str_mv |
acervodigital@espm.br||hribeiro@espm.br |
_version_ |
1809112867379609600 |