O impacto dos influenciadores digitais no processo de decisão de compra dos consumidores no setor de beleza

Abstract

In an increasingly digital and technological age, brand communication with consumers has been undergoing some changes. On the one hand, brands are beginning to understand the need to get closer and closer to their target audience, as there is a huge diversity of options in the market and, as such, they should try to differentiate themselves as much as possible and stand out in the minds of consumers. On the other hand, traditional marketing techniques such as advertising and traditional advertising are no longer sufficient on their own to win over and affiliate consumers. While these techniques still play an important role in the current strategies outlined by beauty brands, the introduction of digital influences has restructured their relationship with consumers.In this context, digital influencers make a significant contribution to brands communication and, above all, are a means of interaction with their consumers. Influencers prove to be an important bridge between consumers and brands, not only to awaken the desire in consumers' minds, but also to convey their opinions and considerations regarding the experience with the brands concerned.This dissertation aims at understanding the impact of influences on consumers during the process of purchasing beauty products. More precisely, to identify and analyze the factors that demonstrate a greater preponderance in the various moments of consumers' decision making in this sector.The main results of this dissertation indicate that, among the seven factors methodologically sustained as potential impact generators in the purchasing decision process of consumers of beauty products, the credibility, reliability, articulation and knowledge granted by the influencers, were the ones that demonstrated to have the greatest impact.

Date of Award	13 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)