Do digital influencers successfully contribute to reducing the gap between customers and companies?
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/671 |
Resumo: | The purpose of this research is to analyze the role of digital influencers in the construction of relationships between companies and consumers. A qualitative methodology was used, whereby seven Portuguese service providers were interviewed. The results obtained demonstrate that companies’ hire digital influencers to publicize their products, create notoriety, build a trustworthy image, and increase sales. It was also found that the most used platform for digital strategies is Instagram, due to its ease of communication and number of active users. Furthermore, it is important to emphasize that the traceability of sales related to digital influencers is quantifiable through tools such as Google Analytics, discount coupons, number of site visits generated, and also the increment of followers on digital promotions days. This research contributes to scientific knowledge as it validates the theoretical constructs developed on the role of digital influencers in the establishment of relationships between brands and consumers and confronts them with the business reality. Finally, some suggestions for future line of investigation are presented. |
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Do digital influencers successfully contribute to reducing the gap between customers and companies?Os influenciadores digitais contribuem com sucesso para reduzir a lacuna entre clientes e empresas?Digital InfluencersDigital MarketingE-commerceSocial NetworksDigital StrategiesInfluenciadores DigitaisMarketing DigitalComércio EletrónicoRedes SociaisEstratégias DigitaisThe purpose of this research is to analyze the role of digital influencers in the construction of relationships between companies and consumers. A qualitative methodology was used, whereby seven Portuguese service providers were interviewed. The results obtained demonstrate that companies’ hire digital influencers to publicize their products, create notoriety, build a trustworthy image, and increase sales. It was also found that the most used platform for digital strategies is Instagram, due to its ease of communication and number of active users. Furthermore, it is important to emphasize that the traceability of sales related to digital influencers is quantifiable through tools such as Google Analytics, discount coupons, number of site visits generated, and also the increment of followers on digital promotions days. This research contributes to scientific knowledge as it validates the theoretical constructs developed on the role of digital influencers in the establishment of relationships between brands and consumers and confronts them with the business reality. Finally, some suggestions for future line of investigation are presented.O objetivo desta investigação é analisar o papel dos influenciadores digitais na construção de relações entre empresas e consumidores. Na sua formulação foi utilizada uma metodologia qualitativa, através da qual foram entrevistados sete prestadores de serviços portugueses. Os resultados obtidos demonstram que as empresas contratam influenciadores digitais para publicitar os seus produtos, criar notoriedade, construir uma imagem de confiança e aumentar as vendas. Verificou-se também que a plataforma mais utilizada nas estratégias digitais é o Instagram, devido à facilidade de comunicação e ao número de utilizadores ativos. Além disso, é importante salientar que a rastreabilidade das vendas relacionadas com os influenciadores digitais é quantificável por meio de ferramentas como o Google Analytics, cupões de desconto, número de visitas a sites geradas e também o aumento de seguidores em dias de promoções digitais. Esta investigação contribui para o conhecimento científico ao validar os construtos teóricos desenvolvidas sobre o papel dos influenciadores digitais no estabelecimento de relações entre marcas e consumidores, confrontandoos assim com a realidade empresarial. Finalmente, são apresentadas algumas sugestões para futuras linhas de investigação.FUCAPE Business Shool2021-05-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/67110.15728/bbr.2021.18.6.4Brazilian Business Review; Vol. 18 No. 6 (2021): November to December 2021; 662-678Brazilian Business Review; v. 18 n. 6 (2021): Novembro a Dezembro de 2021; 662-6781808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/671/1013http://www.bbronline.com.br/index.php/bbr/article/view/671/1014Copyright (c) 2019 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMoreira, IsaacStenzel, PauloLopes, JoãoOliveira, José2021-11-08T15:04:11Zoai:ojs.pkp.sfu.ca:article/671Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2021-11-08T15:04:11BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Do digital influencers successfully contribute to reducing the gap between customers and companies? Os influenciadores digitais contribuem com sucesso para reduzir a lacuna entre clientes e empresas? |
title |
Do digital influencers successfully contribute to reducing the gap between customers and companies? |
spellingShingle |
Do digital influencers successfully contribute to reducing the gap between customers and companies? Moreira, Isaac Digital Influencers Digital Marketing E-commerce Social Networks Digital Strategies Influenciadores Digitais Marketing Digital Comércio Eletrónico Redes Sociais Estratégias Digitais |
title_short |
Do digital influencers successfully contribute to reducing the gap between customers and companies? |
title_full |
Do digital influencers successfully contribute to reducing the gap between customers and companies? |
title_fullStr |
Do digital influencers successfully contribute to reducing the gap between customers and companies? |
title_full_unstemmed |
Do digital influencers successfully contribute to reducing the gap between customers and companies? |
title_sort |
Do digital influencers successfully contribute to reducing the gap between customers and companies? |
author |
Moreira, Isaac |
author_facet |
Moreira, Isaac Stenzel, Paulo Lopes, João Oliveira, José |
author_role |
author |
author2 |
Stenzel, Paulo Lopes, João Oliveira, José |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Moreira, Isaac Stenzel, Paulo Lopes, João Oliveira, José |
dc.subject.por.fl_str_mv |
Digital Influencers Digital Marketing E-commerce Social Networks Digital Strategies Influenciadores Digitais Marketing Digital Comércio Eletrónico Redes Sociais Estratégias Digitais |
topic |
Digital Influencers Digital Marketing E-commerce Social Networks Digital Strategies Influenciadores Digitais Marketing Digital Comércio Eletrónico Redes Sociais Estratégias Digitais |
description |
The purpose of this research is to analyze the role of digital influencers in the construction of relationships between companies and consumers. A qualitative methodology was used, whereby seven Portuguese service providers were interviewed. The results obtained demonstrate that companies’ hire digital influencers to publicize their products, create notoriety, build a trustworthy image, and increase sales. It was also found that the most used platform for digital strategies is Instagram, due to its ease of communication and number of active users. Furthermore, it is important to emphasize that the traceability of sales related to digital influencers is quantifiable through tools such as Google Analytics, discount coupons, number of site visits generated, and also the increment of followers on digital promotions days. This research contributes to scientific knowledge as it validates the theoretical constructs developed on the role of digital influencers in the establishment of relationships between brands and consumers and confronts them with the business reality. Finally, some suggestions for future line of investigation are presented. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-05-11 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/671 10.15728/bbr.2021.18.6.4 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/671 |
identifier_str_mv |
10.15728/bbr.2021.18.6.4 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/671/1013 http://www.bbronline.com.br/index.php/bbr/article/view/671/1014 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 18 No. 6 (2021): November to December 2021; 662-678 Brazilian Business Review; v. 18 n. 6 (2021): Novembro a Dezembro de 2021; 662-678 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239720022016 |