Uma investigação sobre o marketing de influência
Resumo
Com bilhões de usuários em todo o mundo, as redes sociais têm sido cada vez mais utilizadas para a compra e venda de produtos e serviços. Alguns desses usuários, os influenciadores digitais, têm muitos "seguidores"nessas redes. Esses seguidores são usuários que acompanham as postagens dos influenciadores digitais. Algumas dessas postagens são divulgações de produtos e serviços. Apesar de diversas empresas utilizarem as postagens dos influenciadores como estratégia de marketing, um relatório recente mostra que a taxa de conversão em vendas dessas postagens é baixa. Então, é necessário entender o que leva os usuários a comprar ou deixar de comprar produtos/serviços divulgados por esses influenciadores. Nesta pesquisa utilizamos um questionário com 548 pessoas que fazem compras em redes sociais para entender quais fatores as fazem comprar ou deixar de comprar a partir das postagens dos influenciadores. Os resultados iniciais mostram que esses fatores estão relacionados as seguintes características do influenciador (1) credibilidade (ou falta dela), (2) ser especialista (ou não) no produto/serviço que está divulgando, (3) carisma (ou falta dela) e, (4) não passar a impressão para o seguidor que está postando apenas porque está sendo pago. Estamos realizando algumas entrevistas para entender como os usuários identificam essas características a partir dos dados que estão disponíveis nas redes sociais. Por uma questão de espaço, a análise desses dados (dos questionários e entrevistas) será divulgado posteriormente. Esses dados nos permitirão implementar um processo para ajudar a decidir quais influenciadores digitais devem ser convidados para divulgar determinados produtos/serviços de forma a maximizar as vendas.Referências
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Audrezet, A., De Kerviler, G., and Moulard, J. G. (2018). Authenticity under threat: When social media inuencers need to go beyond self-presentation. Journal of Busi- ness Research.
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Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., and Lala, V. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109:221–235.
Casaló, L. V., Flavián, C., and Ibá˜nez-Sánchez, S. (2018). Inuencers on instagram: Antecedents and consequences of opinion leadership. Journal of Business Research.
Chatterjee, P. (2011). Drivers of new product recommending and referral behaviour on social network sites. International Journal of Advertising, 30(1):77–101.
Chen, S.-C. and Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identication, perceived value, and satisfaction. Technological Forecasting and Social Change, 140:22–32.
Chinchanachokchai, S. and de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110:474–483.
Corbin, J. M. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Sage.
Djafarova, E. and Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram proles in inuencing the purchase decisions of young female users. Com- puters in Human Behavior, 68:1–7.
Fink, M., Koller, M., Gartner, J., Floh, A., and Harms, R. (2018). Effective entrepreneurial marketing on facebook–a longitudinal study. Journal of business research.
Glaser, B. and Strauss, A. (1967). Discovery of grounded theory. strategies for qualitative research sociology press.”.
Gong, W. and Li, X. (2017). Engaging fans on microblog: The synthetic inuence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7):720–732.
Kelman, H. C. (1958). Compliance, identication, and internalization three processes of attitude change. Journal of conict resolution, 2(1):51–60.
Kim, J., Kang, S., and Lee, K. H. (2018). How social capital impacts the purchase intention of sustainable fashion products. Journal of Business Research.
Lee, J. E. and Watkins, B. (2016). Youtube vloggers’ inuence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12):5753–5760.
Li, C.-Y. (2019). How social commerce constructs inuence customers’ social shopping intention? an empirical study of a social commerce website. Technological Forecasting and Social Change, 144:282–294.
Muller, M. (2014). Curiosity, creativity, and surprise as analytic tools: Grounded theory method. In Ways of Knowing in HCI, pages 25–48. Springer.
Norman, D. (2013). The design of everyday things: Revised and expanded edition. Basic books.
Shang, S. S., Wu, Y.-L., and Sie, Y.-J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69:18–28.
Strauss, A. and Corbin, J. (1990). Basics of qualitative research. Sage publications.
Yuan, C. L., Kim, J., and Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9):3795–3803.
Zhang, H., Liang, X., and Qi, C. (2020). Investigating the impact of interpersonal closeness and social status on electronic word-of-mouth effectiveness. Journal of Business Research.
Albert, N., Ambroise, L., and Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 81:96–106.
Audrezet, A., De Kerviler, G., and Moulard, J. G. (2018). Authenticity under threat: When social media inuencers need to go beyond self-presentation. Journal of Busi- ness Research.
Babutsidze, Z. (2018). The rise of electronic social networks and implications for advertisers. Technological Forecasting and Social Change, 137:27–39.
Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., and Lala, V. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109:221–235.
Casaló, L. V., Flavián, C., and Ibá˜nez-Sánchez, S. (2018). Inuencers on instagram: Antecedents and consequences of opinion leadership. Journal of Business Research.
Chatterjee, P. (2011). Drivers of new product recommending and referral behaviour on social network sites. International Journal of Advertising, 30(1):77–101.
Chen, S.-C. and Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identication, perceived value, and satisfaction. Technological Forecasting and Social Change, 140:22–32.
Chinchanachokchai, S. and de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110:474–483.
Corbin, J. M. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Sage.
Djafarova, E. and Rushworth, C. (2017). Exploring the credibility of online celebrities’ instagram proles in inuencing the purchase decisions of young female users. Com- puters in Human Behavior, 68:1–7.
Fink, M., Koller, M., Gartner, J., Floh, A., and Harms, R. (2018). Effective entrepreneurial marketing on facebook–a longitudinal study. Journal of business research.
Glaser, B. and Strauss, A. (1967). Discovery of grounded theory. strategies for qualitative research sociology press.”.
Gong, W. and Li, X. (2017). Engaging fans on microblog: The synthetic inuence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7):720–732.
Kelman, H. C. (1958). Compliance, identication, and internalization three processes of attitude change. Journal of conict resolution, 2(1):51–60.
Kim, J., Kang, S., and Lee, K. H. (2018). How social capital impacts the purchase intention of sustainable fashion products. Journal of Business Research.
Lee, J. E. and Watkins, B. (2016). Youtube vloggers’ inuence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12):5753–5760.
Li, C.-Y. (2019). How social commerce constructs inuence customers’ social shopping intention? an empirical study of a social commerce website. Technological Forecasting and Social Change, 144:282–294.
Muller, M. (2014). Curiosity, creativity, and surprise as analytic tools: Grounded theory method. In Ways of Knowing in HCI, pages 25–48. Springer.
Norman, D. (2013). The design of everyday things: Revised and expanded edition. Basic books.
Shang, S. S., Wu, Y.-L., and Sie, Y.-J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69:18–28.
Strauss, A. and Corbin, J. (1990). Basics of qualitative research. Sage publications.
Yuan, C. L., Kim, J., and Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9):3795–3803.
Zhang, H., Liang, X., and Qi, C. (2020). Investigating the impact of interpersonal closeness and social status on electronic word-of-mouth effectiveness. Journal of Business Research.
Publicado
12/04/2021
Como Citar
OLIVEIRA, Carlos; PASCOAL, Lívian; VELOSO, Luisa; LIMA, Victor; VIANA, Letícia.
Uma investigação sobre o marketing de influência. In: PESQUISAS EM ANDAMENTO - SIMPÓSIO BRASILEIRO DE SISTEMAS COLABORATIVOS (SBSC), 16. , 2021, Evento Online.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2021
.
p. 93-100.
DOI: https://doi.org/10.5753/sbsc_estendido.2021.16041.
