Digital Influencers and Congruent Content Generates Opportunities for Gifts: A Study on parent's Purchase Decisions
This article aims to better understand the relationship between the digital influence of users and peer evaluation as variables favorable to product consumption. Therefore, experimental research focused on analyzing how the relationship between these constructs occurs. From a non-probabilistic sampl...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | Brasil |
| Institución: | Pontifícia Universidade Católica de São Paulo (PUC-SP) |
| Repositorio: | Revista Administração em Diálogo |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/57519 |
| Acceso en línea: | https://revistas.pucsp.br/index.php/rad/article/view/57519 |
| Access Level: | acceso abierto |
| Palabra clave: | marketing digital digital influencer decisão de compra produtos infantis digital marketing purchase decision children's products |
| Sumario: | This article aims to better understand the relationship between the digital influence of users and peer evaluation as variables favorable to product consumption. Therefore, experimental research focused on analyzing how the relationship between these constructs occurs. From a non-probabilistic sample for convenience, 89 parents from all over Brazil participated in this research using the snowball technique. The study contributes to the literature by understanding that digital influencers may positively appeal to purchase intent but did not detect a compelling correlation for practical purchase. However, the validation of these users has been and will be increasingly crucial for buyers' decision-making processes. |
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