HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION

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HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION ( how-influencers-credibility-on-instagram-is-perceived-by-con )

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RESUMO Título:ComoacredibilidadenosinfluenciadoresdoInstagramépercebidapelos consumidoreseoimpactoquecausanaintençãodecompra Autora:MartaFigueiredoRebelo OpropósitodestateseécomprenderaspercepçõesqueosutilizadoresdoInstagram, que neste caso são os consu midores, tê m para interagir co m influenciadores no Instagram. Destaforma,éestudadooimpactoqueacredibilidadepercebidapelos consumidoresnestesInfluenciadorestemnaintençãodecompra.Estadisertaçãovisa destacarquaisostiposdecredibilidadeque melhorexplicamaintençãodecompra.Os doisgénerosdosconsumidoressãotambémexplorados,de modoaverificarsehá diferençasnocomportamentoentreoshomensemulheres. Paracomprender melhoroimpactoqueosinfluenciadorestêmnaspercepçõesde credibilidadedosconsumidoresenaintençãodecompra,foramutilizadaseadaptadas escalaspreviamentepropostasporOhanian(190)eDods, Monroe&Grewal(191), respectivamente. Opresenteestudoéexploratórioequantitativo.Nafasederecolhadedadosfoifeitoum questionárioonline,ondeforamselecionadosapenasosutilizadoresdoInstagramque seconsideramactivosequeseguemumoumaisinfluenciadoresnaplataforma.Nototal foramobtidas285respostasválidas. Osresultadosobtidosnesteestudoindicamquea“atractividade”ea“confiabilidade” percebidapelosconsumidoresnosinfluenciadoressãoasdimensõesdecredibilidadeque melhorexplicamaintençãodecompra. Relativamenteàsdiferençasentrehomense mulheres,constata-sequeapercepçãodaconfiabilidadedeuminfluenciadortem mais influêncianasmulheresdoquenoshomens. Omodelodesenvolvidotemcomoobjectivoauxiliarmarcasemarketers acomprender melhoroimpactoqueacredibilidadepercebidapelosconsumidoresnosinfluenciadores temnaintençãodecompra. 3

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