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Digital influencers and follower behavior: an exploratory study

2020Book part Restricted access
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dc.contributor.authorLopes, Isabel Maria
dc.contributor.authorRibeiro, Maria Isabel
dc.contributor.authorFernandes, António
dc.contributor.authorGuarda, Teresa
dc.date.accessioned2020-04-27T11:10:39Z
dc.date.available2020-04-27T11:10:39Z
dc.date.issued2020
dc.description.abstractThe advent of new technologies, the massification of internet access, the availability of personal computers in the market, and the entrance of smartphones into citizens’ daily lives all have constituted a revolution that has led to a change in consumer behavior. There is no need for an empirical study, since it is enough to enter some social networks to observe that companies are using these networks as a marketing vehicle. Digital marketing constitutes a great tool to attract new clients and customers, be it by means of content or paid advertisements in browsers, blogs, videos, Instagram, etc. Hence, the aim of this study is to understand the role and importance of digital influencers in consumers’ daily lives. For this, the authors developed an exploratory, quantitative, observational, and transversal study based on a non-probabilistic sample, composed of 161 individuals who integrated or interacted with someone who integrated the academic community of a higher education institution.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationLopes, Isabel Maria; Ribeiro, Maria Isabel; Fernandes, António; Guarda, T. (2020). Digital influencers and follower behavior: an exploratory study. In Pinto, Filipe Mota; Guarda, Teresa, Digital Marketing Strategies and Models for Competitive Business. IGI Global. 2, p. 30-51pt_PT
dc.identifier.doi10.4018/978-1-7998-2963-8.ch002pt_PT
dc.identifier.urihttp://hdl.handle.net/10198/21836
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIGI Globalpt_PT
dc.relation.publisherversionhttps://www.igi-global.com/book/digital-marketing-strategies-models-competitive/239390pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectSocial networkspt_PT
dc.subjectTechnologypt_PT
dc.subjectDigital marketingpt_PT
dc.titleDigital influencers and follower behavior: an exploratory studypt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage51pt_PT
oaire.citation.startPage30pt_PT
oaire.citation.titleDigital Marketing Strategies and Models for Competitive Businesspt_PT
oaire.citation.volume2pt_PT
person.familyNameLopes
person.familyNameRibeiro
person.familyNameFernandes
person.givenNameIsabel Maria
person.givenNameMaria Isabel
person.givenNameAntónio
person.identifier2474707
person.identifier.ciencia-id8812-AE1C-A316
person.identifier.ciencia-id8D1B-9409-7921
person.identifier.ciencia-id831E-7E0E-DFC1
person.identifier.orcid0000-0002-5614-3516
person.identifier.orcid0000-0002-5425-006X
person.identifier.orcid0000-0002-9971-4796
person.identifier.ridA-1728-2014
person.identifier.scopus-author-id55211017300
person.identifier.scopus-author-id58492545800
person.identifier.scopus-author-id55815966700
rcaap.rightsrestrictedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication111716db-94a0-4c24-b739-330dc2ae79fc
relation.isAuthorOfPublicationcff96812-d440-40dc-b44f-998d48894fd0
relation.isAuthorOfPublication57537474-8c6d-4d45-99cc-5510c93e59cc
relation.isAuthorOfPublication.latestForDiscovery111716db-94a0-4c24-b739-330dc2ae79fc

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