Influenciadoras de estilo de vida na mídia social

quais conteúdos e perfis atraem e retêm seguidores?

Autores/as

DOI:

https://doi.org/10.5585/remark.v22i5.22837

Palabras clave:

Comportamento do consumidor; Influenciador digital; Seguidor; Mídia social; Experimento; Web celebridade

Resumen

Objetivo: O estudo examinou como os perfis de influenciadoras de estilo de vida e o conteúdo de vídeo impactam a probabilidade de seguidores atuais e potenciais as seguirem nas mídias sociais.

Método: Realizamos um experimento dentre e entre-sujeitos com variáveis manipuladas de perfis de influenciadoras e conteúdo de vídeo, medindo a probabilidade de seguir ou continuar seguindo a influenciadora de mídia social.

Principais resultados: Os resultados mostram que postagens com conteúdo informativo, como tutoriais, dicas e ensinamentos, são melhores do que aquelas com conteúdo lúdico para que potenciais consumidores passem a seguir influenciadoras. Quem tem perfil de especialista se sai melhor quando o conteúdo é informativo, e quem tem perfil atrativo se sai melhor quando o conteúdo é lúdico. A de perfil conhecida é imediatamente melhor em reter seguidores, e a especialista a alcança no instante seguinte.

Contribuição teórica/metodológica/prática: As influenciadoras de estilo de vida desejam atrair e reter muitos seguidores nas mídias sociais. O seu sucesso se deve a uma combinação de fatores, incluindo a sua expertise, fama e atratividade, bem como o conteúdo que publicam. O estudo orienta influenciadoras estabelecidas e aspirantes que buscam ter sucesso em marketing no mundo competitivo de web celebridades.

Relevância/Originalidade: As descobertas esclarecem os principais elementos que tornam o conteúdo da influenciadora atraente para os seguidores, otimizando as estratégias de mídia social para aumentar o número de seguidores e expandir seu alcance. Esta pesquisa oferece insights para influenciadoras profissionais que buscam promover suas próprias marcas humanas na mídia.

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Biografía del autor/a

Marcella Turon Baran, Universidade de Brasília - UnB

Graduada em Administração

Rafael Barreiros Porto, Universidade de Brasília - UnB

Professor e pesquisador no PPGA/UnB

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Publicado

2023-12-29

Cómo citar

Baran, M. T., & Porto, R. B. (2023). Influenciadoras de estilo de vida na mídia social: quais conteúdos e perfis atraem e retêm seguidores?. ReMark - Revista Brasileira De Marketing, 22(5), 2133–2183. https://doi.org/10.5585/remark.v22i5.22837

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