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Publicação
Influenciadores e causas sociais
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Orientador(es)
Resumo(s)
Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes. ----------------------------------------------------- Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.
Descrição
Soares, R. R., Herter, M. M., Leal, M. D. C., Pinto, D. C., & Abreu, C. (2020). Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promoção das causas? RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, 2020(E34), 514-526.
Palavras-chave
Influence marketing Intentions of association with social causes Social causes General Computer Science SDG 10 - Reduced Inequalities SDG 12 - Responsible Consumption and Production