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Human and virtual influencer marketing in tourism. The impact of different types of influencers (human influencers and virtual influencers) on travelers' decision-making: exploratory study
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Num mundo que se tornou totalmente globalizado e tecnológico nos últimos anos,
considerou-se essencial compreender uma das ferramentas fundamentais da comunicação:
as redes sociais. Estas são um meio amplamente utilizado pelos indivíduos para a conexão,
interação e partilha de conteúdos
O principal objetivo desta dissertação consistiu em compreender a influência
exercida pelos influenciadores digitais humanos, bem como pelos recentemente criados
influenciadores virtuais, na tomada de decisão dos consumidores nas redes sociais. Este
trabalho apresentou um foco sobre a forma como as empresas do setor turístico podem
beneficiar deste tipo de estratégia de marketing.
Para uma melhor compreensão dos principais conceitos abordados na temática do
estudo, procedeu-se à realização de uma revisão de literatura. Adicionalmente, recorreu-se a
uma metodologia quantitativa com o intuito de investigar se existia, efetivamente, influência
na tomada de decisão dos consumidores por parte dos influenciadores digitais.
Os resultados do estudo corroboraram a relevância dos influenciadores digitais,
humanos e virtuais, na perceção da imagem de marca e dos destinos turísticos, bem como na
intenção de compra dos consumidores. Os influenciadores virtuais destacaram-se na
construção da imagem do destino e na persuasão visual, enquanto os humanos evidenciaram
um maior impacto na credibilidade e influência sobre a marca. O presente estudo também
destacou os papéis distintos e estratégicos que cada tipo de influenciador exerce na promoção
de produtos e serviços do setor do turismo, demonstrando o potencial dos mesmos para
reforçar campanhas de marketing.
In a world that became increasingly globalised and technological in recent years, it was considered essential to understand how to make use of one of the tools that has emerged as a cornerstone of communication: social media, which proved to be a widely used medium for connection, interaction, and content sharing among individuals. The main objective of this dissertation was to examine the influence exerted by human digital influencers, as well as the recently created technologically-based virtual influencers, on consumers' decision-making processes on social media. This research placed particular emphasis on how companies within the tourism sector could benefit from this type of marketing strategy. To gain a better understanding of the key concepts addressed in the study’s theme, a literature review was conducted. Additionally, a quantitative methodology was employed to investigate whether digital influencers genuinely had an impact on consumers’ decision making. The study’s results corroborated the relevance of digital influencers, both human and virtual in shaping brand and destination image, as well as influencing consumers’ purchase intentions. Virtual influencers stood out in terms of destination image building and visual persuasion, whereas human influencers showed greater impact on credibility and brand influence. The study also highlighted the distinct and strategic roles each type of influencer played in promoting tourism products and services, demonstrating their potential to reinforce marketing campaigns.
In a world that became increasingly globalised and technological in recent years, it was considered essential to understand how to make use of one of the tools that has emerged as a cornerstone of communication: social media, which proved to be a widely used medium for connection, interaction, and content sharing among individuals. The main objective of this dissertation was to examine the influence exerted by human digital influencers, as well as the recently created technologically-based virtual influencers, on consumers' decision-making processes on social media. This research placed particular emphasis on how companies within the tourism sector could benefit from this type of marketing strategy. To gain a better understanding of the key concepts addressed in the study’s theme, a literature review was conducted. Additionally, a quantitative methodology was employed to investigate whether digital influencers genuinely had an impact on consumers’ decision making. The study’s results corroborated the relevance of digital influencers, both human and virtual in shaping brand and destination image, as well as influencing consumers’ purchase intentions. Virtual influencers stood out in terms of destination image building and visual persuasion, whereas human influencers showed greater impact on credibility and brand influence. The study also highlighted the distinct and strategic roles each type of influencer played in promoting tourism products and services, demonstrating their potential to reinforce marketing campaigns.
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Hospitality Human influencers Virtual influencers Influencer marketing Decision-making Tourism Hospitalidade Influenciadores humanos Influenciadores virtuais Marketing de influência Tomada de decisão Turismo International Hotel Management . Escola Superior de Tecnologias e Gestão