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Authors
Abstract(s)
A presença de influenciadores digitais e seu impacto nas decisões dos consumidores através do
marketing de influência tem sido cada vez mais frequente na atual era digital. Nesse cenário,
estudos que unem a influência dos influenciadores na escolha de um restaurante têm sido
escassos e uma revisão de literatura abrangente corroborou para isto. Assim, com base na
literatura na área do Marketing de Influência e Redes Sociais, este estudo busca compreender
quais são os fatores que influenciam os consumidores na escolha de um estabelecimento
gastronómico através das redes sociais, por meio de um comparativo entre as nacionalidades
brasileira e portuguesa.
A abordagem utilizada neste estudo foi quantitativa, na qual os dados foram recolhidos através
de um questionário elaborado e distribuído de forma digital, onde foram obtidas através de uma
amostra não probabilística 507 respostas consideradas válidas (338 de pessoas de nacionalidade
brasileira e 169 pessoas de nacionalidade portuguesa). Deste modo, utilizou-se o software SPSS
(Statistical Package for the Social Sciences) para obter os dados através de diversos testes
estatísticos.
Os resultados sugerem que a maioria dos inquiridos segue influenciadores digitais,
especialmente no Instagram e YouTube, ao escolher restaurantes. Vídeos curtos são mais
atrativos, seguidos por posts únicos, e o preço é a característica principal nas publicações. A
importância das opiniões dos influenciadores aumenta com o gasto e a frequência em
restaurantes. Brasileiros se destacam em horas nas redes sociais, seguem mais influenciadores,
gastam mais e frequentam restaurantes mais vezes. Valorizam fortemente as opiniões e
recomendações dos influenciadores, interferindo em suas futuras escolhas gastronômicas.
As conclusões apuradas permitem entender como os atuais consumidores dão relevância às
opiniões de influenciadores na eleição dos locais a frequentar na área da restauração. Por fim,
as contribuições teóricas ampliam a discussão e apontam linhas de investigação futuras para
que novas direções sejam delineadas de forma a impulsionar novas estratégias.
ABSTRACT: The presence of digital influencers and their impact on consumer decisions through influencer marketing has become increasingly frequent in the current digital era; In this scenario, research that combine the influence of digital influencers on choosing a restaurant have been scarce and an extensive literature review corroborated this. Therefore, based on the literature in the are of Influence Marketing and Social Media, this study seeks to understand what factors impact consumers when choosing a gastronomic establishment through social networks, comparing two different nationalities: Brazilians and Portuguese. A quantitative approach was chosen for this study, in which data were collected through a digitally prepared and distributed questionnaire. In total, 507 valid answers were obtained through a non-probabilistic sample (338 from Brazilian respondents and 169 from Portuguese respondents). The SPSS software (Statistical Package for the Social Sciences) was used to obtain the data through various statistical tests. The obtained results suggest that the majority of respondents follow social media influencers, especially on Instagram and YouTube, when choosing restaurants. Short videos tend to be more attractive, followed by single posts, and price is the main future for each post. The importance of influencers’ opinions increases with spending and frequency at restaurants. Brazilians stand out in hours spent on social media, follow more influencers, spend more and visit restaurants more often. They highly value the opinions and recommendations of influencers, which interfere their future gastronomic choices. The drawn conclusions allow us to better understand how current consumers give relevance to the opinions of influencers when choosing places to visit in the restaurant sector. Finally, the theoretical contributions of this study may broaden the discussion and point out future lines of investigation so that new directions may be outlined.
ABSTRACT: The presence of digital influencers and their impact on consumer decisions through influencer marketing has become increasingly frequent in the current digital era; In this scenario, research that combine the influence of digital influencers on choosing a restaurant have been scarce and an extensive literature review corroborated this. Therefore, based on the literature in the are of Influence Marketing and Social Media, this study seeks to understand what factors impact consumers when choosing a gastronomic establishment through social networks, comparing two different nationalities: Brazilians and Portuguese. A quantitative approach was chosen for this study, in which data were collected through a digitally prepared and distributed questionnaire. In total, 507 valid answers were obtained through a non-probabilistic sample (338 from Brazilian respondents and 169 from Portuguese respondents). The SPSS software (Statistical Package for the Social Sciences) was used to obtain the data through various statistical tests. The obtained results suggest that the majority of respondents follow social media influencers, especially on Instagram and YouTube, when choosing restaurants. Short videos tend to be more attractive, followed by single posts, and price is the main future for each post. The importance of influencers’ opinions increases with spending and frequency at restaurants. Brazilians stand out in hours spent on social media, follow more influencers, spend more and visit restaurants more often. They highly value the opinions and recommendations of influencers, which interfere their future gastronomic choices. The drawn conclusions allow us to better understand how current consumers give relevance to the opinions of influencers when choosing places to visit in the restaurant sector. Finally, the theoretical contributions of this study may broaden the discussion and point out future lines of investigation so that new directions may be outlined.
Description
Keywords
Marketing de influência Influenciadores digitais Redes sociais Restaurante