Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promoção das causas?

Raquel Reis Soares; Márcia Maurer Herter; Maria do Carmo Leal; Diego Costa Pinto; Carlota Abreu

Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promoção das causas?

Translated title of the contribution: nfluencers and social causes: How does the type of cause interfere with the success of the promotion of causes?

Raquel Reis Soares, Márcia Maurer Herter, Maria do Carmo Leal, Diego Costa Pinto, Carlota Abreu

Research output: Contribution to journal › Article › peer-review

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Abstract

Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.

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Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.

Translated title of the contribution	nfluencers and social causes: How does the type of cause interfere with the success of the promotion of causes?
Original language	Portuguese
Pages (from-to)	514-526
Number of pages	13
Journal	RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
Volume	2020
Issue number	E34
Publication status	Published - Sept 2020

Keywords

Influence marketing
Intentions of association with social causes
Social causes

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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note = "Soares, R. R., Herter, M. M., Leal, M. D. C., Pinto, D. C., & Abreu, C. (2020). Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promo{\c c}{\~a}o das causas? RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, 2020(E34), 514-526.",

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AU - Leal, Maria do Carmo

AU - Pinto, Diego Costa

AU - Abreu, Carlota

N1 - Soares, R. R., Herter, M. M., Leal, M. D. C., Pinto, D. C., & Abreu, C. (2020). Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promoção das causas? RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, 2020(E34), 514-526.

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N2 - Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.----------------------------------------------------- Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.

AB - Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.----------------------------------------------------- Influence marketing and of social causes has proven to be an interesting tool for product and brand outcomes. However, little is known about the relationship between influencers and social causes as a way to change consumer behavior. The present study aims to understand how the association of influencers with social causes can alter the behavioral intentions of followers. An experimental study with Instagram users reveals the importance of coherence between the influencer and the type of social cause to increase the intentions of association with social causes by followers. The findings suggest theoretical and practical implications for the marketing of influence and social causes.

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ER -

Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promoção das causas?

Abstract

Keywords

UN SDGs

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