O impacto do marketing de influência em empresas Born Global

• Autor(a) principal: Fernandes, Fátima Raquel Barreira
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/19583
• topic: Marketing de influência; Born globals; Influenciadores digitais; Redes sociais; Influencer marketing; Digital influencers; Social media; Gestão

We live in a world where social networks are the consumer's window to commerce and the gateway for many companies to other countries. On social networks we have digital influencers, which can be considered a vehicle between the brand and the consumer. It is important to understand how these situations are interconnected, for such, this study aims to investigate the impact of influencer marketing on Born Global companies. The chosen methodology was mixed, using the interview technique and the questionnaire survey. Interviews were conducted with 5 influencers and 5 Born Global companies, as well as a public questionnaire to understand the impact from the 3 points of view. One would predict that, with the increase in popularity of digital influencers, influencer marketing would be a strategy used by most companies. It was possible to see that influencer marketing has a positive reception from the public and a positive impact on Born Global companies. It was also found that this is an area that companies are still exploring and figuring out how to best approach and monetize, however there was a consensus in all companies about the importance of the use of influencer marketing as a marketing strategy when the goal is fast internationalization. Due to the growth trend of both digital influencers and Born Global companies, this is undoubtedly a topic that needs to be studied in greater depth.