Um Modelo Integrativo do Engajamento do Consumidor com a Marca nas Mídias Sociais

Maria Martins Rebouças Nery, Larissa Alves Sincorá, Marcelo Moll Brandão, Teresa Cristina Janes Carneiro

Resumo


Objetivo: O objetivo desta pesquisa foi propor um modelo integrativo do engajamento do consumidor com a marca nas mídias sociais, com seus antecedentes e consequentes, analisando como o engajamento, juntamente com o boca a boca online positivo, afetam a intenção de compra dos consumidores nesses ambientes.

Método: Foi desenvolvida uma pesquisa do tipo survey com usuários de mídias sociais. Para a execução dos testes de validação dos modelos de mensuração e do modelo estrutural proposto utilizou-se o software Smart PLS-SEM 3.0.

Originalidade/Relevância: A investigação lançou foco sobre as motivações mais recorrentes na literatura sobre o engajamento do consumidor com a marca nas mídias sociais – expressão pessoal, socialização e obtenção de informação –, além de examinar o papel do boca a boca online positivo, enquanto um resultado e um colaborador do engajamento com a marca para a intenção de compra dos consumidores nesses ambientes.

Resultados: Foram confirmadas as hipóteses teóricas propostas de que as motivações expressão pessoal, socialização e obtenção de informação impactam positivamente o engajamento do consumidor com a marca, além deste influenciar o boca a boca online positivo e a intenção de compra. Ademais, os resultados apontam que o engajamento com a marca e o boca a boca online positivo do consumidor podem exercer um efeito mediador na relação entre as motivações e a intenção de compra.

Contribuições teóricas/metodológicas: Este trabalho contribui para o desenvolvimento teórico do engajamento do consumidor com a marca nas mídias sociais, ao testar empiricamente um modelo integrativo que proporciona um melhor entendimento do seu processo.

Contribuições gerenciais/sociais: Gerencialmente, a pesquisa fornece orientações para a construção de estratégias que levem ao aumento do engajamento dos consumidores com a marca nas mídias sociais, assim como da recomendação online e intenção de compra da marca. Socialmente, o estudo evidencia as novas formas de relacionamento dos indivíduos com a marca, em razão da necessidade de se socializarem com seus pares, expressarem sua personalidade e obterem informações por meio das mídias sociais.


Palavras-chave


Mídias Sociais; Engajamento do Consumidor com a Marca; Motivações; Intenção de Compra; Boca a Boca Online Positivo

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DOI: https://doi.org/10.5585/remark.v19i1.11345

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