A contribuição dos influenciadores digitais para cocriação de valor em marcas de moda

Schünke, Christian; Andretta, Juliana Alves; Schreiber, Dusan; Schmidt, Serje; Montardo, Sandra Portella

doi:10.5585/remark.v20i2.13865

Cited by 2 publications

(1 citation statement)

References 3 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…These actions affect the increase in followers on digital platforms and the increase in sales. As a result, the companies involved are interested in continuing this type of partnership [49].…”

Section: Social Media Marketing Digital Influencers Attributes Percei...mentioning

confidence: 99%

Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions

Pereira,

Cardoso,

Canavarro

et al. 2023

Sustainability

View full text Add to dashboard Cite

Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention.

show abstract

Section: Social Media Marketing Digital Influencers Attributes Percei...mentioning

confidence: 99%