Marketing de influência e intenção de compra em consumidores de marcas de moda de luxo
Data
2022-02-25
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Resumo
As marcas de moda de luxo são associadas, na mente dos consumidores, a um elevado nível de preço, qualidade, estética, raridade e especialização, sendo o luxo fortemente caracterizado pelo hedonismo e exclusividade. O marketing de influência nas redes sociais tem como foco influenciadores, isto é, pessoas que construíram uma vasta rede de seguidores, sendo vistos como criadores de tendências confiáveis, tidos em consideração por parte do consumidor. As marcas têm vindo a reconhecer, cada vez mais, o longo alcance e o potencial de crescimento viral, quando aliadas a influenciadores, com vista à promoção dos seus produtos, estimando-se que a indústria do marketing de influência represente, a nível global, 16.4 biliões de dólares, em 2022. O Instagram é a plataforma com maior presença de marcas de moda de luxo, tendo, por isso, sido a rede social em foco, nesta investigação. Esta dissertação tem por objetivo entender o impacto do marketing de influência, através dos fatores precedentes do influenciador de redes socais, nas atitudes e emoções antecipadas de consumidores de marcas de moda de luxo e, consequentemente, no desencadeamento de intenção de compra. O estudo quantitativo e transversal foi realizado, com recurso a um questionário, implementado em consumidores de marcas de moda de luxo, em Portugal. A recolha de dados foi efetuada, através da divulgação por correio eletrónico, WhatsApp e mensagem de texto, de consumidores de luxo, presentes na base de dados de duas lojas portuguesas (Trigas store e Cucca), tendo sido obtido um total de 155 respondentes. Para a recolha de dados, os instrumentos utilizados foram um questionário sociodemográfico da população e a adaptação das escalas de fantasia, valor emocional do luxo, prestígio e atratividade, liderança de gosto, admiração e afiliação, atitude perante o ato, emoções positivas antecipadas, normas subjetivas, desejo, controlo comportamental percebido e intenção de comportamento. De forma a avaliar a predição do modelo, foi utilizado um modelo de equações estruturais, através do método dos mínimos quadrados parciais (PLS-SEM). No que diz respeito aos resultados, o modelo foi comprovado, mostrando-se que, perante a exposição ao conteúdo de um influenciador, visto como um líder de gosto, são desencadeadas emoções antecipadas e atitudes no consumidor, que levam ao desejo e, consequentemente, a uma intenção de compra. V Este estudo comprova, de forma prática, a eficácia e importância da adoção do emergente marketing de influência, enquanto estratégia, pelas marcas de moda de luxo, por forma a acompanhar as necessidades deste consumidor específico, desenvolver o seu desejo e, consequente intenção de compra.
Luxury fashion brands are usually associated, in consumers’ minds, to a high level of price, quality, aesthetics, rarity and specialization, being luxury strongly characterized by hedonism and exclusivity. Influencer marketing focus on Social Media Influencers (SMI), namely, people who built a wide network of followers, being seen as credible trend setters, considered by the consumer. Brands are increasingly recognizing the high reach and potential for viral growth when paired with influencers to promote their products, being the influencer marketing industry estimated to value approximately 16.4 billion dollars, in 2022. Instagram is the platform with the greatest presence of luxury fashion brands, and, therefore, it was the social network in focus in this investigation. This dissertation aims to understand the impact of influencer marketing, through the antecedent factors of the social media influencer, on the attitudes and emotions of luxury fashion brands consumers and, consequently, on triggering purchase intention. The quantitative and crosssectional study was carried out, using a questionnaire, implemented with consumers of luxury fashion brands, in Portugal. Data collection was carried out through the disclosure by email, WhatsApp and text message, of luxury consumers, present in the database of two Portuguese stores (Trigas store and Cucca). A total of 155 respondents were obtained. For data collection, the instruments used were a sociodemographic questionnaire of the population and the adaptation of fantasy scales, emotional value of luxury, prestige and attractiveness, taste leadership, admiration and affiliation, attitude toward the act, positive anticipated emotions, descriptive social norms, desire, perceived behavioral control and behavioral intention. In order to evaluate the prediction of the model, a structural equation model was used, through the partial least squares method (PLS-SEM). Regarding the results, the model was proven, showing that when a consumer is exposed to the content of an influencer, seen as a taste leader, anticipated emotions and attitudes are triggered that lead to desire and, consequently, to a purchase intention. This study proves, in a practical way, the efficiency and importance of adopting the emerging influence marketing, as a strategy, by luxury fashion brands, to keep up with the needs of this specific consumer, developing their desire and, consequently, the purchase intention.
Luxury fashion brands are usually associated, in consumers’ minds, to a high level of price, quality, aesthetics, rarity and specialization, being luxury strongly characterized by hedonism and exclusivity. Influencer marketing focus on Social Media Influencers (SMI), namely, people who built a wide network of followers, being seen as credible trend setters, considered by the consumer. Brands are increasingly recognizing the high reach and potential for viral growth when paired with influencers to promote their products, being the influencer marketing industry estimated to value approximately 16.4 billion dollars, in 2022. Instagram is the platform with the greatest presence of luxury fashion brands, and, therefore, it was the social network in focus in this investigation. This dissertation aims to understand the impact of influencer marketing, through the antecedent factors of the social media influencer, on the attitudes and emotions of luxury fashion brands consumers and, consequently, on triggering purchase intention. The quantitative and crosssectional study was carried out, using a questionnaire, implemented with consumers of luxury fashion brands, in Portugal. Data collection was carried out through the disclosure by email, WhatsApp and text message, of luxury consumers, present in the database of two Portuguese stores (Trigas store and Cucca). A total of 155 respondents were obtained. For data collection, the instruments used were a sociodemographic questionnaire of the population and the adaptation of fantasy scales, emotional value of luxury, prestige and attractiveness, taste leadership, admiration and affiliation, attitude toward the act, positive anticipated emotions, descriptive social norms, desire, perceived behavioral control and behavioral intention. In order to evaluate the prediction of the model, a structural equation model was used, through the partial least squares method (PLS-SEM). Regarding the results, the model was proven, showing that when a consumer is exposed to the content of an influencer, seen as a taste leader, anticipated emotions and attitudes are triggered that lead to desire and, consequently, to a purchase intention. This study proves, in a practical way, the efficiency and importance of adopting the emerging influence marketing, as a strategy, by luxury fashion brands, to keep up with the needs of this specific consumer, developing their desire and, consequently, the purchase intention.
Descrição
Este trabalho foi expressamente elaborado como dissertação original, para efeito de obtenção do grau de Mestre em Gestão, sendo apresentado na Universidade de Trás-os-Montes e Alto Douro.
Palavras-chave
Marca de moda de luxo , Consumidor de luxo