Marketing de influência

: o impacto da credibilidade do influencer na intenção de compra

Abstract

The growing impact of influencer marketing is reflected in the marketing strategy of brands, which increasingly use influencers in their communication strategy to favorably influence the responses of their target consumers. This investigation aims to deepen the knowledge on the characteristics an influencer should have, from the consumer's perspective, and on how these characteristics impact his/her influence on the consumer's buying behavior. More specifically, this study aims to analyze the relationship between the credibility of influencers, operationalized through expertise, trustworthiness, attractiveness, and also on the congruence between the influencer and the brand, on consumer's purchase intention of the product promoted by the influencer. In order to fulfill these aims, data were collected through an online survey, in the social network Instagram. Two real influencers were used, one male and one female (Carolina Patrocínio and António Raminhos) and a brand known for its use of influencer marketing (Prozis). The sample consists of 203 participants. Four independent variables (expertise, attractiveness, reliability and congruence between the influencer-brand image) were analyzed. Findings demonstrated a positive impact of all the variables analyzed on the dependent variable (purchase intention). Regarding Carolina Patrocínio, trustworthiness was the variable most strongly associated with the purchase intention of the product endorsed by this influencer. On the other hand, expertise was the variable that proved to have the greatest impact on consumers’ purchase intention, in the case of António Raminhos.

Date of Award	19 Jul 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor) & Joana Machado (Supervisor)