SALES, E. C.; http://lattes.cnpq.br/2124645900686782; SALES, Erika Camelo.
Resumo:
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.
