Influenciadoras de estilo de vida na mídia social
quais conteúdos e perfis atraem e retêm seguidores?
DOI:
https://doi.org/10.5585/remark.v22i5.22837Palavras-chave:
Comportamento do consumidor; Influenciador digital; Seguidor; Mídia social; Experimento; Web celebridadeResumo
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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