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

UN SDGs

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

SDG 10 Reduced Inequalities
SDG 12 Responsible Consumption and Production

Keywords

Influence marketing
Intentions of association with social causes
Social causes

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Influenciadores e Causas SociaisFinal published version, 381 KBLicence: CC BY-NC-ND

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title = "Influenciadores e causas sociais: Como o tipo de causa interfere no sucesso da promo{\c c}{\~a}o das causas?",

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.----------------------------------------------------- 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.",

keywords = "Influence marketing, Intentions of association with social causes, Social causes",

author = "Soares, \{Raquel Reis\} and Herter, \{M{\'a}rcia Maurer\} and Leal, \{Maria do Carmo\} and Pinto, \{Diego Costa\} and Carlota Abreu",

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.",

year = "2020",

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T1 - Influenciadores e causas sociais

T2 - Como o tipo de causa interfere no sucesso da promoção das causas?

AU - Soares, Raquel Reis

AU - Herter, Márcia Maurer

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.

PY - 2020/9

Y1 - 2020/9

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.

KW - Influence marketing

KW - Intentions of association with social causes

KW - Social causes

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M3 - Article

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VL - 2020

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EP - 526

JO - RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao

JF - RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao

IS - E34

ER -

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

Abstract

UN SDGs

Keywords

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