Perfil dos utilizadores da plataforma digital : Instagram
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Data
2021
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Resumo
Atualmente, as plataformas de comunicação, como as redes sociais,
caraterizam-se como meios determinantes na construção de ligações entre as
marcas e o público. Estas estão muito presentes no dia-a-dia das pessoas,
além de que, dominam em grande parte as diversas formas de contacto entre
as marcas e os seus seguidores. Tendo em conta, que os influenciadores
digitais são também formadores de opinião digitais é necessário perceber
que estes têm o poder de influenciar comportamentos.
O presente trabalho de investigação tem como objetivo analisar a
intervenção dos influenciadores digitais sobre os seus seguidores, a sua
importância e a influência no seu comportamento, nomeadamente na
plataforma digital, Instagram, de forma a ser possível assim estabelecer um
perfil de utilizador da plataforma. Neste sentido, este trabalho baseia-se
numa revisão bibliográfica sobre a evolução digital (internet, marketing
digital, etc.); sobre a plataforma Instagram e os influenciadores digitais;
seguido de uma metodologia de característica quantitativa, através de
inquéritos por questionários online, distribuídos maioritariamente através
das redes sociais.
Desta forma, é possível constatar que tipo de influência é exercida nos
seguidores, como por exemplo, o estímulo da necessidade de compra,
quando o seguidor revela interesse por uma marca/produto; o perfil padrão
do utilizador desta plataforma; o facto dos influenciadores digitais serem
considerados como embaixadores de algumas marcas, entre outros factos.
Currently, communication platforms, like social networks, are characterized as decisive means in building links between brands and the public. These are increasingly present in people's day-to-day lives, besides that, they allow and dominate the various forms of contact between brands and their followers. In consideration of, that digital influencers are also digital opinion leaders, it’s necessary to realize that they have the power to persuade and influence behaviors. This research work aims to analyze the intervention of digital influencers on their followers, their importance and influence on their behavior, namely on the digital platform, Instagram, in order to set a user profile for the platform. In this sense, this work is based on a bibliographic review about digital evolution (internet, digital marketing, etc.); on the Instagram platform and digital influencers; followed by a quantitative methodology, through surveys by online questionnaires, mostly distributed through social networks. In this way, it’s possible to see what kind of influence is exercised on followers at different levels, such as, for example, stimulating the need of buying, when the follower reveals interest in a brand/product; the standard user profile of this platform that recognizes and follows according to the information exposed by influencers; the fact that digital influencers are considered as ambassadors for some brands, among other facts.
Currently, communication platforms, like social networks, are characterized as decisive means in building links between brands and the public. These are increasingly present in people's day-to-day lives, besides that, they allow and dominate the various forms of contact between brands and their followers. In consideration of, that digital influencers are also digital opinion leaders, it’s necessary to realize that they have the power to persuade and influence behaviors. This research work aims to analyze the intervention of digital influencers on their followers, their importance and influence on their behavior, namely on the digital platform, Instagram, in order to set a user profile for the platform. In this sense, this work is based on a bibliographic review about digital evolution (internet, digital marketing, etc.); on the Instagram platform and digital influencers; followed by a quantitative methodology, through surveys by online questionnaires, mostly distributed through social networks. In this way, it’s possible to see what kind of influence is exercised on followers at different levels, such as, for example, stimulating the need of buying, when the follower reveals interest in a brand/product; the standard user profile of this platform that recognizes and follows according to the information exposed by influencers; the fact that digital influencers are considered as ambassadors for some brands, among other facts.
Descrição
Orientação: Eduardo Moraes Sarmento
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING DIGITAL, REDES SOCIAIS, MARKETING, ESTRATÉGIAS DE MARKETING, INSTAGRAM, INFLUENCERS, COMMUNICATION, DIGITAL MARKETING, SOCIAL NETWORKS, MARKETING, MARKETING STRATEGIES, INSTAGRAM, INFLUENCERS