Follow-me: Análise dos Construtos que Influenciam na Tomada de Decisão de Seguidores Ligados a Influenciadores Digitais no Contexto Virtual Outros Idiomas

ID:
57621
Resumo:
'Objetivo': O presente estudo tem como objetivo analisar a relação existente entre os construtos Confiança, Boca-a-Boca Eletrônico (E-WOM) e Engajamento com a Tomada de Decisão de consumo dos indivíduos que seguem os Influenciadores Digitais no contexto virtual. 'Método': O estudo foi desenvolvido a partir de uma abordagem quantitativa exploratória utilizando o Survey com 147 respondentes, onde foi utilizada a técnica da análise fatorial exploratória (AFE), seguido de regressão linear multivariada. 'Principais Resultados': Os resultados apontam que os construtos Confiança e Engajamento influenciam na Tomada de Decisão de consumo dos seguidores de influenciadores digitais, enquanto Boca-a-Boca Eletrônico (E-WOM) não apresentou significância na relação com a Tomada de Decisão dos indivíduos que seguem os influenciadores digitais. 'Relevância/Originalidade': Embora confiança, engajamento e Boca-Boca sejam, construtos amplamente testados no marketing quanto ao comportamento de consumo, ainda não se tem evidências de como esses construtos efetivamente são percebidos e se relacionam no contexto dos influenciadores digitais. Portanto, busca-se contribuir com a literatura quanto aos efeitos desses construtos em um ambiente específico do marketing digital, significativamente novo que pode ter efeito no processo de tomada de decisão dos consumidores. 'Contribuições teóricas/metodológicas': Destaca-se a utilização da AFE como necessário à verificação da existência dos construtos em um novo ambiente de geração de consumo e sua associação com a técnica de regressão multivariada para determinação dos efeitos quanto a tomada de decisão dos consumidores.
Citação ABNT:
GAMMARANO, I. J. L. P.; COSTA, E. M. S.; GOMES, S. C.; ARRUDA FILHO, E. J. M. Follow-me: Análise dos Construtos que Influenciam na Tomada de Decisão de Seguidores Ligados a Influenciadores Digitais no Contexto Virtual. InternexT - Revista Eletrônica de Negócios Internacionais da ESPM, v. 15, n. 2, p. 90-106, 2020.
Citação APA:
Gammarano, I. J. L. P., Costa, E. M. S., Gomes, S. C., & Arruda Filho, E. J. M. (2020). Follow-me: Análise dos Construtos que Influenciam na Tomada de Decisão de Seguidores Ligados a Influenciadores Digitais no Contexto Virtual. InternexT - Revista Eletrônica de Negócios Internacionais da ESPM, 15(2), 90-106.
DOI:
http://dx.doi.org/10.18568/internext.v15i2.582
Link Permanente:
http://www.spell.org.br/documentos/ver/57621/follow-me--analise-dos-construtos-que-influenciam-na-tomada-de-decisao-de-seguidores-ligados-a-influenciadores-digitais-no-contexto-virtual/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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