Influenciadores e Causas Sociais: Como o tipo de causa interfere no sucesso da promoção das causas?

• Raquel Reis Soares ^[1] ; Márcia Maurer Herte ^[1] ; Maria do Carmo Leal ^[1] ; Diego Costa Pinto ^[2] ; Carlota Abreu ^[1]
  1. [1] Universidade Europeia

     Universidade Europeia

     Socorro, Portugal

     
  2. [2] Universidade Nova de Lisboa

     Universidade Nova de Lisboa

     Socorro, Portugal

     
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 34, 2020, págs. 514-526
• Idioma: portugués
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    O marketing de influência e de causas sociais tem vindo a ser considerado como uma ferramenta bastante interessante para os resultados de produtos e marcas. No entanto, pouco se sabe sobre a relação entre influenciadores e causas sociais como forma de alterar os comportamentos dos consumidores. O presente estudo tem como objetivo entender como a associação de influenciadores a causas sociais pode alterar as intenções de comportamento dos seguidores. Um estudo experimental com utilizadores do Instagram revela a importância da coerência entre o influenciador e o tipo de causa social para aumentar as intenções de associação às causas sociais pelos seguidores. Os resultados sugerem implicações teóricas e práticas para o marketing de influência e de causas sociais.

  • English

    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.

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