publication . Master thesis . 2017

Youtubers e reviews de moda e beleza : perceções e intenção de compra dos consumidores em Portugal

Ponte, Maria Soeiro da;
Open Access Portuguese
  • Published: 01 Oct 2017
  • Publisher: Instituto Superior de Economia e Gestão
  • Country: Portugal
Abstract
Mestrado em Marketing Devido à evolução da era digital e com a emergência de novas plataformas, os consumidores tornaram-se mais recetivos ao conteúdo partilhado nas redes sociais, como o YouTube, procurando informação que os auxilie na sua decisão de compra. Por seu turno, os criadores de conteúdo desta rede social ? os youtubers ? criam e partilham vídeos como reviews de produtos, demonstrações de utilização de produtos e a sua rotina diária de forma genuína e verdadeira. Esta partilha de opiniões, ideias e recomendações têm sido muito bem recebidas por parte dos utilizadores, que confiam e seguem os conselhos e dicas destes influenciadores. Desta forma, a ind...
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Subjects
free text keywords: YouTube, youtubers, reviews, perceções, intenção de compra, perceptions, purchase intention
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