Determinantes das intenções de compra de produtos endossados por influenciadores digitais.

Abstract

This study aimed to investigate the determinants of purchase intention of products endorsed by digital influencers. The theoretical foundation addresses the concepts associated with social media, the role of digital influencers in product buying behaviour, and the TEARS model. Shimp (2009) has proposed a model, which takes into account the features of an

endorser, designed by two general attributes: credibility and attractiveness, and by sub- attributes that are more specific. While Credibility has, as components, Reliability

(Trustworthiness), and Specific Knowledge (Expertise), Attractiveness has Physical Attraction (Physical Attractiveness), Respect (Respect), and Similarity (Similarity) as components. From a quantitative study of descriptive character, through a survey with 151 respondents (followers of digital influencers) and application of correlation and regression statistical data analysis, it was evidenced that the reliability variable was the one that showed the strongest statistical significance on the intention of purchase of products advertised by digital influencers when compared to others. This research contributes to digital influencers to better understand the impact provoked by their actions on people’s behaviour. In the bureaucratic aspect, it may provide a greater understanding of the dynamics between technology and marketing strategies, as result of the progress of social media.