As aparências (não) enganam: compra de serviços hoteleiros endossados por influenciadores digitais do Instagram

Adrielly Souza Silva, Marconi Freitas da Costa

Resumo


Objetivo: O estudo objetivou averiguar como a credibilidade da fonte (CF), a relação parassocial (RP) e o uso das mídias sociais (UMS) relacionam-se com a intenção de comprar serviços hoteleiros endossados por influenciadores digitais do Instagram.

Método: Baseado em uma amostra de 660 respondentes, realizou-se a Regressão Linear Múltipla e o Teste de Moderação pela Macro PROCESS de Hayes.

Originalidade/Relevância: Apesar dos construtos já terem sido estudados sob outras óticas, especialmente a CF e a RP, não haviam sido averiguados em conjunto, tampouco tratando da compra de serviços hoteleiros. Além disso, a pesquisa dá ênfase à solidificação conceitual do UMS.

Resultados: Os resultados indicaram que os influenciadores são mais persuasivos quando avaliados enquanto fontes confiáveis e fisicamente atraentes. O mesmo ocorre quando há uma relação unilateral de afeto entre endossante e espectador. Entretanto, o uso mais assíduo das mídias sociais atenua e negativa estas inferências.

Contribuições teóricas: Acredita-se que a atratividade pode não ser uma dimensão da credibilidade da fonte em se tratando dos influenciadores digitais. Além disso, em um contexto de comunicação online o sentimento de afinidade da relação parassocial pode não ser suficiente para tornar os endossantes persuasivos. Finalmente, apresenta discussões adjacentes ao uso das mídias sociais que contribuem para o seu amadurecimento teórico.

Contribuições para a gestão: A principal revelação gerencial deste estudo está na constatação de que os indivíduos com maior utilização das mídias sociais podem aparentar mais ceticismo, criticidade e indiferença quanto aos anúncios dos influenciadores.


Palavras-chave


Endosso; Influenciadores digitais; Credibilidade da fonte; Relação parassocial; Uso das mídias sociais.

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Referências


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DOI: https://doi.org/10.5585/remark.v20i1.17309

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