INFLUENCIADORES DIGITAIS NA COMUNICAÇÃO MERCADOLÓGICA E A EXPERIÊNCIA DOS CONSUMIDORES
Data
2-03-20
Autores
Matos, Mariana Camargo 
Orientadores
Andreoli, Taís Pasquotto
Tipo
Trabalho de conclusão de curso
Título da Revista
ISSN da Revista
Título de Volume
Resumo
A evolução do uso das redes sociais proporcionam oportunidades diferenciadas de comunicação mercadológica, tal qual a adoção de influenciadores digitais. O trabalho teve como objetivo analisar a adoção de influenciadores digitais na comunicação mercadológica em termos de impacto na percepção de experiência dos consumidores. Para tanto, inicialmente, foi feita uma revisão de literatura, focando nos conceitos de comunicação mercadológica e experiência dos consumidores, discorrendo também sobre os influenciadores digitais e o papel que exercem nesse contexto. Tendo a literatura como suporte, adotou-se um procedimento metodológico realizado em duas partes: a netnografia acerca de uma influenciadora digital de sucesso no ramo de produtos cosméticos – Bianca Andrade; e um experimento online (n=106) com a comparação de duas campanhas publicitárias, uma protagonizada pela supracitada influenciadora e outra com uma pessoa anônima. Com isso, foi possível visualizar que a capacidade de endosso dos influenciadores de fato impacta na experiência do consumidor, especialmente em termos do processo decisório do consumidor, aumentando a disposição de compra, além de influenciar na disposição do valor a ser pago e na percepção de valor ideal.
The evolution of the use of social networks provides differentiated opportunities for marketing communication, such as the adoption of digital influencers. The work aimed to analyze the adoption of digital influencers in marketing communication in terms of impact on the perception of consumers' experience. For this purpose, the newsletter carried out a literature review, focusing on the concepts of marketing communication and consumer experience, also discussing the digital influencers and the role they play in this context. With the literature as support, a methodological procedure was carried out in two parts: a netnography about a successful digital influencer in the field of cosmetic products - Bianca Andrade; and an online experiment (n = 106) with a comparison of two public campaigns, one carried out by the aforementioned influencer and the other with an anonymous person. As a result, it was possible to see that the influencers' capacity for endorsement does in fact impact on the consumer's experience, specially in terms of decision-making process, increasing the purchase willingness, in addition to affecting the disposition of the amount to be paid and the perception of ideal value.
The evolution of the use of social networks provides differentiated opportunities for marketing communication, such as the adoption of digital influencers. The work aimed to analyze the adoption of digital influencers in marketing communication in terms of impact on the perception of consumers' experience. For this purpose, the newsletter carried out a literature review, focusing on the concepts of marketing communication and consumer experience, also discussing the digital influencers and the role they play in this context. With the literature as support, a methodological procedure was carried out in two parts: a netnography about a successful digital influencer in the field of cosmetic products - Bianca Andrade; and an online experiment (n = 106) with a comparison of two public campaigns, one carried out by the aforementioned influencer and the other with an anonymous person. As a result, it was possible to see that the influencers' capacity for endorsement does in fact impact on the consumer's experience, specially in terms of decision-making process, increasing the purchase willingness, in addition to affecting the disposition of the amount to be paid and the perception of ideal value.
Descrição
Citação
MATOS, M. C. Influenciadores digitais na comunicação mercadológica e a experiência dos consumidores. Osasco, 2021.