A influência dos bloggers no target feminino

Abstract

We are living in a marketing context where the creation of engagement between brands and consumers is fundamental. Within the framework of Marketing, bloggers have been becoming an effective tool to disseminate information regarding brands, seeking to influence consumers’ attitudes and behaviors.
This master thesis aimed to understand the role played by bloggers in brands, having in consideration consumers’ perspective, namely the female audience. It was also sought to understand whether the recommendations of these digital influencers affect consumers' purchasing decisions and whether they encourage consumer engagement with brands. This research addressed, as major themes of literature review, the activity of blogging, word-of-mouth, the credibility of bloggers and the influencer marketing.
Through a study based on an epistemological continuum, which implies the use of quantitative and qualitative studies, it was concluded that consumers see the transmission of information and the promotion of new brands and new products or services as the main functions of bloggers. In addition, the recommendations provided by bloggers have proved to be influential during consumer decision-making. Bloggers also help create consumer-brand engagement when they are perceived as credible and when the brand has meaning for the consumer. Finally, the perceived credibility, the proximity between blogger and follower and the credibility associated with a high number of followers were shown as items that allow to measure the influence of bloggers in consumer behaviors.

Date of Award	17 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)