Influência do Marketing e-Word-of-Mouth versus Marketing de Influenciadores Digitais nas decisões de compra de turismo pelos Millennials
DOI:
https://doi.org/10.34629/cpublica816Palavras-chave:
Word-of-Mouth, Marketing de Influenciadores Digitais, Marketing de e-Word-of-Mouth, turismo, Geração MillennialResumo
Conquistar os millennials tornou-se uma tarefa difícil, não bastando ter presença online para os converter. Este artigo procura conhecer a influência do marketing word-of-mouth e do marketing por influenciadores digitais na intenção de compra de serviços de turismo pelos millennials. Para este objetivo foi disponibilizado um questionário online para obtenção de uma amostra de conveniência de 136 millenials. Os resultados obtidos confirmaram três das cinco hipóteses de pesquisa: que o consumidor millennial gosta de partilhar opiniões e conteúdos por e-word-of-mouth e que a sua decisão de compra de turismo poderá ser influenciada por estratégias de marketing e-word-of-mouth através de desconhecidos e conhecidos. Não ficou confirmado que os influenciadores digitais influenciam os millennials ou que o marketing por influenciadores digitais influencia o seu processo de compra de turismo.
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