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Publication
O impacto do marketing de influência no comportamento de compra do consumidor
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Abstract(s)
Desde o início da humanidade que os indivíduos têm sido influenciados por outros,
uma vez que sempre existiram líderes capazes de orientar e impactar opiniões,
decisões e formas de pensar em diferentes contextos sociais. Com o tempo, essa
capacidade de influenciar evoluiu, adaptando-se às mudanças sociais e tecnológicas.
Com os consumidores cada vez mais céticos em relação à publicidade tradicional, o
marketing de influência consolidou-se como uma das estratégias mais eficazes da
atualidade. Em vez de campanhas impessoais, as marcas passaram a apostar em
influenciadores digitais que partilham experiências genuínas, criando um laço de
confiança com o público. Essa mudança reflete um novo paradigma, no qual não se
trata apenas de comunicar para as pessoas, mas através delas.
Nesse contexto, a presente investigação tem como objetivo analisar o impacto do
marketing de influência no comportamento de compra do consumidor, através da
análise de construtos fundamentais como Confiança, Credibilidade, Autenticidade,
Relevância, Perceção de Popularidade e Ligação Emocional, avaliando de que forma
estes elementos afetam a dinâmica da Influência Social e, consequentemente,
conduzem à Intenção de Compra.
Para alcançar esse objetivo, foi adotada uma metodologia quantitativa, recorrendo a
um inquérito por questionário, distribuído online ao público-alvo. A análise dos dados
permitiu identificar os principais atributos dos influenciadores digitais que condicionam
o comportamento de compra.
Os resultados revelaram que fatores como Confiança, Ligação Emocional e Perceção
de Popularidade desempenham um papel central na construção da Influência Social,
sendo esta um forte preditor da Intenção de Compra. Adicionalmente, verificou-se que
a Autenticidade, embora valorizada pelos consumidores, pode gerar efeitos negativos
quando excessivamente enfatizada ou repetitiva, contribuindo para uma perceção de
estratégia comercial disfarçada, o que aumenta o ceticismo e reduz a eficácia da
mensagem.
Conclui-se, assim, que o marketing de influência se assume como uma estratégia
particularmente eficaz na orientação das decisões de compra, desde que seja
desenvolvido de forma autêntica, emocionalmente cativante e estrategicamente bem
estruturada. Em termos académicos, os resultados desta investigação oferecem um
contributo relevante, servindo como base para futuros estudos que pretendam
aprofundar a compreensão do impacto e da evolução do marketing de influência no
comportamento de compra dos consumidores.
Since the beginning of humanity, individuals have been influenced by others, as there have always been leaders capable of guiding and impacting opinions, decisions, and ways of thinking in different social contexts. Over time, this ability to influence has evolved, adapting to social and technological changes. As consumers have become increasingly skeptical of traditional advertising, influencer marketing has established itself as one of the most effective strategies today. Instead of impersonal campaigns, brands began to invest in digital influencers who share genuine experiences, creating a bond of trust with their audience. This shift reflects a new paradigm, in which it is not only about communicating to people, but through them. In this context, the present research aims to analyze the impact of influencer marketing on consumer purchasing behavior, through the analysis of fundamental constructs such as Trust, Credibility, Authenticity, Relevance, Perceived Popularity, and Emotional Connection, assessing how these elements affect the dynamics of Social Influence and, consequently, lead to Purchase Intention. To achieve this goal, a quantitative methodology was adopted, using a questionnaire survey distributed online to the target audience. The data analysis made it possible to identify the main attributes of digital influencers that shape purchasing behavior. The results revealed that factors such as Trust, Emotional Connection, and Perceived Popularity play a central role in the construction of Social Influence, which is a strong predictor of Purchase Intention. Additionally, it was found that Authenticity, although valued by consumers, can generate negative effects when overly emphasized or repetitive, contributing to a perception of disguised commercial strategy, which increases skepticism and reduces the effectiveness of the message. In conclusion, influencer marketing is affirmed as a particularly effective strategy for shaping consumer purchasing decisions, provided it is executed in an authentic, emotionally resonant, and strategically coherent manner. From an academic standpoint, the findings of this research offer a meaningful contribution to the literature, serving as a foundation for future studies aiming to deepen the understanding of the impact and ongoing evolution of influencer marketing on consumer behavior.
Since the beginning of humanity, individuals have been influenced by others, as there have always been leaders capable of guiding and impacting opinions, decisions, and ways of thinking in different social contexts. Over time, this ability to influence has evolved, adapting to social and technological changes. As consumers have become increasingly skeptical of traditional advertising, influencer marketing has established itself as one of the most effective strategies today. Instead of impersonal campaigns, brands began to invest in digital influencers who share genuine experiences, creating a bond of trust with their audience. This shift reflects a new paradigm, in which it is not only about communicating to people, but through them. In this context, the present research aims to analyze the impact of influencer marketing on consumer purchasing behavior, through the analysis of fundamental constructs such as Trust, Credibility, Authenticity, Relevance, Perceived Popularity, and Emotional Connection, assessing how these elements affect the dynamics of Social Influence and, consequently, lead to Purchase Intention. To achieve this goal, a quantitative methodology was adopted, using a questionnaire survey distributed online to the target audience. The data analysis made it possible to identify the main attributes of digital influencers that shape purchasing behavior. The results revealed that factors such as Trust, Emotional Connection, and Perceived Popularity play a central role in the construction of Social Influence, which is a strong predictor of Purchase Intention. Additionally, it was found that Authenticity, although valued by consumers, can generate negative effects when overly emphasized or repetitive, contributing to a perception of disguised commercial strategy, which increases skepticism and reduces the effectiveness of the message. In conclusion, influencer marketing is affirmed as a particularly effective strategy for shaping consumer purchasing decisions, provided it is executed in an authentic, emotionally resonant, and strategically coherent manner. From an academic standpoint, the findings of this research offer a meaningful contribution to the literature, serving as a foundation for future studies aiming to deepen the understanding of the impact and ongoing evolution of influencer marketing on consumer behavior.
Description
Keywords
Marketing de influência Influenciadores digitais Influência social Comportamento de compra Intenção de compra influencer marketing digital influencers social influence purchasing behavior purchase intention