Os influenciadores digitais e a compra online dos seus seguidores
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.22/19652 |
Resumo: | Due to the permanent development of information and communication technologies (ICT) and the evolution of the internet, we witness constant developments on a daily basis. As a result, thanks to these developments, platforms such as social networks and e- Commerce have started to gain more visibility and an important and assiduous role among their users. In this context, social networks are currently seen as an important stage where their users can produce and share content with their interest groups, thus expressing their opinions and contributing to the exchange of information with others. With the evolution of the Internet, there was a transfer from the traditional medium to the digital medium, as is the case, for example, of the Electronic Word of Mouth (eWOM), which translates into a powerful tool with the ability to positively or negatively influence the purchase intention of its followers. In this scenario, companies have been forced to keep up with the persistent changes in the market, as well as the needs of their customers. In this context, digital influencers are seen as potential individuals who contribute to the satisfaction of their customers' needs by sharing information. To this assertion, we can add the trust and credibility of digital influencers, fundamental dimensions in decision making in the purchase intention of their followers. Given this context, this research aims to study the role of digital influencers in the online purchase decision making of their followers. In order to obtain and analyze the data, we used a quantitative methodology, through a questionnaire survey. The results obtained allow us to conclude that digital influencers have a preponderant role in the online purchase intention of their followers. |
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Os influenciadores digitais e a compra online dos seus seguidoresInternetRedes sociaiseWOMe-CommerceInfluenciadores digitaisIntenção de compraPortugalInternetSocial networkse-CommerceDigital influencersPurchase intentionGestãoDue to the permanent development of information and communication technologies (ICT) and the evolution of the internet, we witness constant developments on a daily basis. As a result, thanks to these developments, platforms such as social networks and e- Commerce have started to gain more visibility and an important and assiduous role among their users. In this context, social networks are currently seen as an important stage where their users can produce and share content with their interest groups, thus expressing their opinions and contributing to the exchange of information with others. With the evolution of the Internet, there was a transfer from the traditional medium to the digital medium, as is the case, for example, of the Electronic Word of Mouth (eWOM), which translates into a powerful tool with the ability to positively or negatively influence the purchase intention of its followers. In this scenario, companies have been forced to keep up with the persistent changes in the market, as well as the needs of their customers. In this context, digital influencers are seen as potential individuals who contribute to the satisfaction of their customers' needs by sharing information. To this assertion, we can add the trust and credibility of digital influencers, fundamental dimensions in decision making in the purchase intention of their followers. Given this context, this research aims to study the role of digital influencers in the online purchase decision making of their followers. In order to obtain and analyze the data, we used a quantitative methodology, through a questionnaire survey. The results obtained allow us to conclude that digital influencers have a preponderant role in the online purchase intention of their followers.Devido ao permanente desenvolvimento das tecnologias de informação e comunicação (TIC) e à evolução da internet, assistimos diariamente a constantes desenvolvimentos. Em consequência, graças a estas evoluções, plataformas como as redes sociais e o e- Commerce começaram a ganhar mais visibilidade e um papel importante e assíduo junto dos seus utilizadores. Neste contexto, as redes sociais são atualmente vistas como um palco importante onde os seus utilizadores podem produzir e partilhar conteúdos junto dos seus grupos de interesse, expressando, assim, as suas opiniões e contribuindo para a troca de informação com os demais. Com a evolução da internet, ocorreu uma transferência do meio tradicional para o meio digital, como é o caso, por exemplo, do Electronic Word of Mouth (eWOM), que se traduz numa ferramenta poderosa com capacidade para influenciar positiva ou negativamente a intenção de compra dos seus seguidores. Neste cenário, as empresas viram-se forçadas a acompanhar as persistentes mutações no mercado, assim como as necessidades dos seus clientes. Neste contexto, os influenciadores digitais são vistos como potenciais indivíduos que contribuem para a satisfação das necessidades dos seus clientes, através da partilha de informação. A esta asserção, somam-se a confiança e a credibilidade dos influenciadores digitais, dimensões fundamentais na tomada de decisão no âmbito da intenção de compra dos seus seguidores. Atendendo a este contexto, a presente investigação propõe-se estudar o papel dos influenciadores digitais na tomada de decisão de compra online dos seus seguidores. De modo a obter e analisar os dados, recorreu-se à utilização da metodologia quantitativa, por meio de um inquérito por questionário. Os resultados obtidos permitem concluir que os influenciadores digitais têm um papel preponderante na intenção de compra online dos seus seguidores.Oliveira, Adriana José Veloso deSilva, Paulino Manuel Leite daRepositório Científico do Instituto Politécnico do PortoCarvalho, Rui dos Santos2022-01-25T10:51:26Z2020-11-192020-11-19T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.22/19652TID:202896684porinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-13T13:14:19Zoai:recipp.ipp.pt:10400.22/19652Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:39:41.605821Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Os influenciadores digitais e a compra online dos seus seguidores |
title |
Os influenciadores digitais e a compra online dos seus seguidores |
spellingShingle |
Os influenciadores digitais e a compra online dos seus seguidores Carvalho, Rui dos Santos Internet Redes sociais eWOM e-Commerce Influenciadores digitais Intenção de compra Portugal Internet Social networks e-Commerce Digital influencers Purchase intention Gestão |
title_short |
Os influenciadores digitais e a compra online dos seus seguidores |
title_full |
Os influenciadores digitais e a compra online dos seus seguidores |
title_fullStr |
Os influenciadores digitais e a compra online dos seus seguidores |
title_full_unstemmed |
Os influenciadores digitais e a compra online dos seus seguidores |
title_sort |
Os influenciadores digitais e a compra online dos seus seguidores |
author |
Carvalho, Rui dos Santos |
author_facet |
Carvalho, Rui dos Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Oliveira, Adriana José Veloso de Silva, Paulino Manuel Leite da Repositório Científico do Instituto Politécnico do Porto |
dc.contributor.author.fl_str_mv |
Carvalho, Rui dos Santos |
dc.subject.por.fl_str_mv |
Internet Redes sociais eWOM e-Commerce Influenciadores digitais Intenção de compra Portugal Internet Social networks e-Commerce Digital influencers Purchase intention Gestão |
topic |
Internet Redes sociais eWOM e-Commerce Influenciadores digitais Intenção de compra Portugal Internet Social networks e-Commerce Digital influencers Purchase intention Gestão |
description |
Due to the permanent development of information and communication technologies (ICT) and the evolution of the internet, we witness constant developments on a daily basis. As a result, thanks to these developments, platforms such as social networks and e- Commerce have started to gain more visibility and an important and assiduous role among their users. In this context, social networks are currently seen as an important stage where their users can produce and share content with their interest groups, thus expressing their opinions and contributing to the exchange of information with others. With the evolution of the Internet, there was a transfer from the traditional medium to the digital medium, as is the case, for example, of the Electronic Word of Mouth (eWOM), which translates into a powerful tool with the ability to positively or negatively influence the purchase intention of its followers. In this scenario, companies have been forced to keep up with the persistent changes in the market, as well as the needs of their customers. In this context, digital influencers are seen as potential individuals who contribute to the satisfaction of their customers' needs by sharing information. To this assertion, we can add the trust and credibility of digital influencers, fundamental dimensions in decision making in the purchase intention of their followers. Given this context, this research aims to study the role of digital influencers in the online purchase decision making of their followers. In order to obtain and analyze the data, we used a quantitative methodology, through a questionnaire survey. The results obtained allow us to conclude that digital influencers have a preponderant role in the online purchase intention of their followers. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-11-19 2020-11-19T00:00:00Z 2022-01-25T10:51:26Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.22/19652 TID:202896684 |
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