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Publication
O impacto dos influenciadores digitais no consumo de serviços bancários de fintechs entre consumidores da geração Y no Brasil
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 39261 | 5.29 MB | Adobe PDF |
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Abstract(s)
O perfil do consumidor vem sofrendo evoluções e transformações ao longo dos anos devido ao advento das novas gerações de indivíduos, como a geração Y. As mídias sociais revolucionaram a forma como os consumidores podem pesquisar e encontrar informações sobre produtos em geral, o que vem impactando o modo como os consumidores mantém relação com as marcas. Um exemplo são os influenciadores digitais, que estão a inspirar as decisões de compras de consumidores em redes online, como o Facebook, Instagram, TikTok, Twitter, YouTube. O fato é que a ascensão da Web 2.0 consolida as plataformas digitais como um poderoso canal de venda e influência da consumo, elevando os influenciadores à condição de líderes de opinião. Nesse contexto, o problema que move este estudo é "Como os influenciadores digitais estão a ser utilizados para influenciar a geração Y no consumo de serviços bancários de fintechs no Brasil?”. Através de pesquisa bibliográfica, a investigação tem como objetivo geral explorar como os clientes da geração Y que consomem serviços bancários de fintechs no Brasil estão a ser influenciados pelos influenciadores digitais nas plataformas de mídias sociais. Os objetivos específicos incluiram traçar o perfil desse consumidor, identificar os influenciadores mais relevantes e mensurar o impacto do marketing de influência. Os resultados apontaram para a preferência da geração Y por aplicativos móveis e recomendações pessoais nas decisões de compra de produtos financeiros. As fintechs se destacaram pela agilidade e autonomia oferecidas. O estudo concluiu que os influenciadores digitais desempenham função crucial na fase de conscientização, mas fatores adicionais influenciam as decisões de consumo da geração Y, destacando a complexidade do processo de decisão.
The consumer profile has undergone evolutions and transformations over the years due to the advent of new generations of individuals, such as generation Y. Social media has revolutionized the way consumers can search and find information about products in general, which has had an impact the way consumers maintain relationships with brands. One example is digital influencers, who are inspiring consumers' purchasing decisions on online networks, such as Facebook, Instagram, TikTok, Twitter, YouTube. The fact is that the rise of Web 2.0 consolidates digital platforms as a powerful sales and consumer influence channel, elevating influencers to the status of opinion leaders. In this context, the problem that drives this study is "How are digital influencers being used to influence generation Y in the consumption of fintech banking services in Brazil?". Through bibliographical research, the investigation has the general objective of exploring how Generation Y customers who consume banking services from fintechs in Brazil are being influenced by digital influencers on social media platforms. The specific objectives included profiling this consumer, identifying the most relevant influencers and measuring the impact of influencer marketing. results pointed to generation Y's preference for mobile applications and personal recommendations in financial product purchasing decisions. Fintechs stood out for the agility and autonomy they offered. The study concluded that digital influencers play a crucial role in the awareness phase, but additional factors influence the consumption decisions of generation Y, highlighting the complexity of the decision process.
The consumer profile has undergone evolutions and transformations over the years due to the advent of new generations of individuals, such as generation Y. Social media has revolutionized the way consumers can search and find information about products in general, which has had an impact the way consumers maintain relationships with brands. One example is digital influencers, who are inspiring consumers' purchasing decisions on online networks, such as Facebook, Instagram, TikTok, Twitter, YouTube. The fact is that the rise of Web 2.0 consolidates digital platforms as a powerful sales and consumer influence channel, elevating influencers to the status of opinion leaders. In this context, the problem that drives this study is "How are digital influencers being used to influence generation Y in the consumption of fintech banking services in Brazil?". Through bibliographical research, the investigation has the general objective of exploring how Generation Y customers who consume banking services from fintechs in Brazil are being influenced by digital influencers on social media platforms. The specific objectives included profiling this consumer, identifying the most relevant influencers and measuring the impact of influencer marketing. results pointed to generation Y's preference for mobile applications and personal recommendations in financial product purchasing decisions. Fintechs stood out for the agility and autonomy they offered. The study concluded that digital influencers play a crucial role in the awareness phase, but additional factors influence the consumption decisions of generation Y, highlighting the complexity of the decision process.
Description
Keywords
Influenciadores digitais Mídia social Serviços bancários Fintechs Geração Y Comportamento do consumidor Marketing de influência Digital influencers Social media Bank services Y generation Consumer behavior Influencer marketing