Percepção da geração Y sobre o Marketing de influência
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Autores
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Laban Neto, Silvio Abrahão
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Trabalho de Conclusão de Curso
Data
2023
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O avanço tecnológico foi responsável por gerar diversas mudanças na forma de se
fazer marketing, o que tornou necessário o encontro de alternativas para envolver a
marca e o consumidor. Dessa forma, a relevância do marketing digital cresceu
significantemente nos últimos anos, tornando-se, às empresas, uma das principais
ferramentas para disseminar seu negócio e alcançar seus clientes com mais
facilidade. Assim, o marketing de influência, estratégia que une o consumidor e a
marca por meio dos influenciadores digitais, vem ganhando relevância, uma vez que
as agências de marketing unem esforços para incrementar a relação entre os
indivíduos e as tecnologias. Tendo em vista tal ponto, o presente estudo busca
entender quais são as percepções dos consumidores em relação a esse tipo de
marketing e quais características dos influenciadores trazem maior efetividade à
publicidade. O trabalho foi feito via pesquisa exploratória e analítica de marketing, com
o uso de um questionário já realizado por Hwang, Oh e Jang (2021), os quais
estudaram o mesmo tema na Coréia do Sul.
The technological advance was responsible for generating several changes in the way of doing marketing, which made it necessary to find alternatives to involve the brand and the consumer. In this way, the relevance of digital marketing has grown significantly in recent years, becoming, for companies, one of the main tools to disseminate their business and reach their customers more easily. Thus, influencer marketing, a strategy that unites the consumer and the brand through digital influencers, has been gaining relevance, since marketing agencies join efforts to increase the relationship between individuals and technologies. In view of this point, the present study seeks to understand what are the perceptions of consumers in relation to this type of marketing and which characteristics of influencers bring greater effectiveness to advertising. The work was done via exploratory and analytical marketing research, using a questionnaire already conducted by Hwang, Oh and Jang (2021), all of whom studied the same topic in South Korea.
The technological advance was responsible for generating several changes in the way of doing marketing, which made it necessary to find alternatives to involve the brand and the consumer. In this way, the relevance of digital marketing has grown significantly in recent years, becoming, for companies, one of the main tools to disseminate their business and reach their customers more easily. Thus, influencer marketing, a strategy that unites the consumer and the brand through digital influencers, has been gaining relevance, since marketing agencies join efforts to increase the relationship between individuals and technologies. In view of this point, the present study seeks to understand what are the perceptions of consumers in relation to this type of marketing and which characteristics of influencers bring greater effectiveness to advertising. The work was done via exploratory and analytical marketing research, using a questionnaire already conducted by Hwang, Oh and Jang (2021), all of whom studied the same topic in South Korea.
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