Marketing de influência: como a credibilidade e o valor da mensagem afetam a confiança do consumidor
Resumo
Em um mundo digitalizado, o marketing de influenciadores está se tornando essencial para as empresas colaborarem com influenciadores de mídia social que atingem grandes públicos e criam confiança. O estudo se concentrou em investigar o impacto do marketing de influência sobre os consumidores por meio da mídia social, analisando sua influência para entender a eficácia dessa estratégia de publicidade. Foi empregado um projeto misto de duas fases. A primeira fase envolveu uma análise qualitativa de 30 artigos sobre marketing de influência no Google Acadêmico. A segunda fase envolveu uma pesquisa on-line usando o Google Forms, explorando a influência da credibilidade e do valor da mensagem na confiança do consumidor. Os dados foram analisados usando o software SPSS, complementando os resultados qualitativos com análise estatística. Os resultados revelam que os influenciadores têm um impacto significativo sobre as decisões de compra e as percepções da marca. As recomendações influenciam diretamente a intenção de compra e a percepção pessoal do consumidor. A interação e a autenticidade nas plataformas, especialmente no TikTok, desempenham um papel essencial na disseminação bem-sucedida das mensagens. A criatividade demonstrada pelos influenciadores não apenas atrai a atenção, mas também contribui para aumentar a confiança do público. Entretanto, a vulnerabilidade dessa confiança a comentários negativos é destacada, ressaltando a importância de gerenciar proativamente a reputação on-line para preservar a percepção positiva do público. Concluindo, o marketing de influência é uma ferramenta poderosa, que gera confiança e influencia decisões de compra significativas. Da mesma forma, a autenticidade e a qualidade da mensagem são aspectos cruciais que, quando combinados, reforçam a eficácia dessa estratégia.
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