A carregar...
Publicação
O impacto dos influenciadores digitais no setor da restauração: A expansão do marketing de influência
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 835.2 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A internet possui um grande impacto na vida dos consumidores, uma vez que é o principal
motor de pesquisa que os indivíduos têm ao seu alcance, permitindo-lhes, também, fazer
compras, criar conteúdos e avaliar experiências, produtos e serviços. Este novo paradigma
mudou a estrutura do próprio consumo, uma vez que as opiniões dos outros acerca de
produtos e marcas são cada vez mais valorizadas, sobretudo nas redes sociais. Como resposta
a este fenómeno, as marcas optam, cada vez mais, por investir em estratégias de marketing
de influência, em detrimento do marketing tradicional. As marcas recorrem a influenciadores,
que partilham as suas opiniões e, por conseguinte, aumentam a brand engagement e brand
awareness e, em muitos casos, despertam uma ligação emocional e exponenciam a intenção
de compra em relação aos produtos e serviços divulgados. As redes sociais têm conhecido
uma evolução progressiva e tornaram-se, então, canais de comunicação privilegiados entre as
marcas e os consumidores, sobretudo através destes influenciadores digitais – indivíduos que
partilham as suas ideias, opiniões, experiências e recomendações, de uma forma mais pessoal
e interativa do que os meios tradicionais. Estes são responsáveis pela criação de conteúdos
relevantes e promovem uma interação contínua com aqueles que os seguem, sendo que os
seus valores devem estar alinhados com as marcas que publicitam, de modo a serem
considerados credíveis e autênticos, despertando interesse nos seus seguidores. Nas últimas
décadas, o setor da restauração tem conhecido uma constante evolução, mais acentuada nos
últimos anos, uma vez que deixou de satisfazer apenas a necessidade básica de alimentação,
posicionando-se, também, como uma experiência. Com estes avanços tecnológicos e evolução
das redes sociais, os restaurantes conheceram a necessidade de adotar novas estratégias de
posicionamento e comunicação com os clientes. Deste modo, começaram a procurar
conhecer melhor as expectativas, hábitos, rotinas, preferências e perceções dos seus clientes
e potenciais clientes, de modo a proporcionar-lhes a melhor experiência possível. Por outras
palavras, reinventaram a sua forma de comunicar e investiram no marketing de influência,
recorrendo a influenciadores digitais, como forma de aprofundar o conhecimento acerca de
clientes e potenciais clientes, estreitando a relação com os mesmos e aperfeiçoando o seu
método de comunicação. Efetivamente, esta dissertação visa aprofundar o estudo e
conhecimento acerca do impacto que os influenciadores digitais têm no processo de tomada
de decisão dos clientes no setor da restauração, refletindo e abordando a importância que
estes assumem para o crescimento e dinamização deste setor. Em primeiro lugar, a revisão de
iv
literatura permitiu abordar e consolidar os conceitos de redes sociais, marketing de influência,
influenciadores digitais e a evolução do setor da restauração. Posteriormente, para avaliar se
a atividade dos influenciadores é um elemento-chave na estratégia de crescimento no setor
da restauração, elaborou-se uma análise quantitativa, sob a forma de questionário, que
obteve 206 respostas. Estas respostas foram submetidas a técnicas de estatística e análise de
dados, através da ferramenta AMOS da plataforma SPSS (Statistical Analysis Software), com o
intuito de aprofundar o conhecimento acerca desta temática e chegar a conclusões, validando
as hipóteses definidas a priori.
The internet has a major impact on consumers' lives, as it is the main search engine that individuals have at their fingertips, allowing them to shop, create content and evaluate experiences, products, and services. This new paradigm has changed the structure of consumption itself, since the opinions of others about products and brands are increasingly valued, especially on social networks. In response to this phenomenon, brands are increasingly opting to invest in influencer marketing strategies, to the detriment of traditional marketing. Brands use influencers who share their opinions and, as a result, increase brand engagement and brand awareness and, in many cases, arouse an emotional connection and increase the intention to buy the products and services they promote. Social networks have evolved progressively and have become privileged communication channels between brands and consumers, especially through these digital influencers - individuals who share their ideas, opinions, experiences, and recommendations in a more personal and interactive way than traditional media. These influencers are responsible for creating relevant content and promoting continuous interaction with those who follow them, and their values must be aligned with the brands they advertise to be considered credible and authentic, arousing interest in their followers. Over the last few decades, the restaurant sector has undergone a constant evolution, which has been more pronounced in recent years since it no longer just satisfies the basic need for food but has also positioned itself as an experience. With these technological advances and the evolution of social media, restaurants have seen the need to adopt new strategies for positioning and communicating with customers. In this way, they began to seek to better understand the expectations, habits, routines, preferences and perceptions of their customers and potential customers, to provide them with the best possible experience. In other words, they reinvented their way of communicating and invested in influencer marketing, using digital influencers as a way of deepening their knowledge of customers and potential customers, strengthening their relationship with them, and perfecting their communication methods. In fact, this dissertation aims to deepen the study and knowledge about the impact that digital influencers have on the decision-making process of customers in the restaurant sector, reflecting on and addressing the importance they assume for the growth and dynamism of this sector. Firstly, the literature review allowed us to address and consolidate the concepts of social networks, influencer marketing, digital vi influencers, and the evolution of the restaurant sector. Subsequently, to assess whether the activity of influencers is a key element in the restaurant sector's growth strategy, a quantitative analysis was carried out in the form of a questionnaire, which obtained 206 responses. These responses were subjected to statistical techniques and data analysis, using AMOS tool, from the SPSS (Statistical Analysis Software) platform, to deepen our knowledge of this subject and reach conclusions, validating the hypotheses defined a priori.
The internet has a major impact on consumers' lives, as it is the main search engine that individuals have at their fingertips, allowing them to shop, create content and evaluate experiences, products, and services. This new paradigm has changed the structure of consumption itself, since the opinions of others about products and brands are increasingly valued, especially on social networks. In response to this phenomenon, brands are increasingly opting to invest in influencer marketing strategies, to the detriment of traditional marketing. Brands use influencers who share their opinions and, as a result, increase brand engagement and brand awareness and, in many cases, arouse an emotional connection and increase the intention to buy the products and services they promote. Social networks have evolved progressively and have become privileged communication channels between brands and consumers, especially through these digital influencers - individuals who share their ideas, opinions, experiences, and recommendations in a more personal and interactive way than traditional media. These influencers are responsible for creating relevant content and promoting continuous interaction with those who follow them, and their values must be aligned with the brands they advertise to be considered credible and authentic, arousing interest in their followers. Over the last few decades, the restaurant sector has undergone a constant evolution, which has been more pronounced in recent years since it no longer just satisfies the basic need for food but has also positioned itself as an experience. With these technological advances and the evolution of social media, restaurants have seen the need to adopt new strategies for positioning and communicating with customers. In this way, they began to seek to better understand the expectations, habits, routines, preferences and perceptions of their customers and potential customers, to provide them with the best possible experience. In other words, they reinvented their way of communicating and invested in influencer marketing, using digital influencers as a way of deepening their knowledge of customers and potential customers, strengthening their relationship with them, and perfecting their communication methods. In fact, this dissertation aims to deepen the study and knowledge about the impact that digital influencers have on the decision-making process of customers in the restaurant sector, reflecting on and addressing the importance they assume for the growth and dynamism of this sector. Firstly, the literature review allowed us to address and consolidate the concepts of social networks, influencer marketing, digital vi influencers, and the evolution of the restaurant sector. Subsequently, to assess whether the activity of influencers is a key element in the restaurant sector's growth strategy, a quantitative analysis was carried out in the form of a questionnaire, which obtained 206 responses. These responses were subjected to statistical techniques and data analysis, using AMOS tool, from the SPSS (Statistical Analysis Software) platform, to deepen our knowledge of this subject and reach conclusions, validating the hypotheses defined a priori.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Redes Sociais Marketing de Influência Influenciadores Digitais Restauração Marca Intenção de Compra Comunicação Restaurante Credibilidade Influência Percebida SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure