Perfis de consumidores quanto ao nível de relação com os influenciadores virtuais
DOI:
https://doi.org/10.18568/ijbmkt.9.1.265Palavras-chave:
Satisfação Social, Intenções de Compra, Influenciadores Virtuais, ClustersResumo
Este artigo relata os resultados de uma pesquisa cujo objetivo foi buscar entender como os consumidores enfrentam questões relacionadas ao relacionamento com influenciadores virtuais. Buscou-se categorizar os perfis dos consumidores em relação ao poder que esses influenciadores têm, bem como os níveis de satisfação social e atratividade decorrentes desse relacionamento que estariam levando a mudanças nas atitudes em relação às marcas e em suas intenções de compra. Para isso, foi realizada uma pesquisa eletrônica com uma amostra de 181 consumidores. Os dados foram analisados usando o algoritmo Respond-Based Procedure for Detecting Unit Segments in PLS path modelling (REBUS-PLS). Chegou-se a três grupos de consumidores: os que apóiam, os apáticos e os resistentes aos influenciadores virtuais. Os resultados da pesquisa ajudam a entender como essa relação entre humanos e máquinas, incluindo avatares e algoritmos no contexto de consumo e atitudes em relação a marcas e intenções de compra, vem se desenvolvendo.
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Copyright (c) 2024 Marcelo de Rezende Pinto, Paula Karina Salume, Maiara Lorena Oliveira Anacleto, Rayner Theodoro de Souza
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
