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Publication
Do TEARS ao TEADI: atributos importantes de blogueiras de moda para seguidores
| Name: | Description: | Size: | Format: | |
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| 859.57 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Os blogs de moda têm se destacado pelo poder de influenciar os seguidores e por
modificar o estilo de vida e de consumo das pessoas. O objetivo deste estudo é
verificar quais são os atributos importantes das blogueiras de moda que
contribuem para a intenção das pessoas de continuarem seguindo os blogs. Nesse
sentido, este estudo propõe um modelo teórico no intuito de avaliar a relação entre
os atributos importantes de blogueiras de moda e a intenção das pessoas de
continuarem seguindo os blogs. A partir da análise fatorial exploratória, foram
identificados cinco fatores relevantes: Confiabilidade, Expertise, Atração Física,
Similaridade e Difusão da Informação e Ideias. A análise de modelagem de
equações estruturais revelou que as variáveis independentes “Difusão de
Informação e Ideias, Similaridade e Atração Física” têm relação positiva direta
com a intenção de continuar seguindo, enquanto a Confiabilidade, a Expertise e o
Respeito não foram hipóteses suportadas no estudo.
Fashion blogs have stood out for the power to influence followers and for changing people's lifestyle and consumption habits. The objective of this study is to verify the important attributes of fashion bloggers that contribute to the intention of people to continue following the blogs. In this sense, this study proposes a theoretical model in order to evaluate the relationship between the important attributes of fashion bloggers and the people's intention to continue following the blogs. From the exploratory factorial analysis, five relevant factors were identified: Reliability, Expertise, Physical Attraction, Similarity and Diffusion of Information and Ideas. The modeling analysis of structural equations revealed that the independent variables Diffusion of Information and Ideas, Similarity and Physical Attraction have a direct positive relation with the intention to continue following, while Reliability, Expertise and Respect were not hypotheses supported in the study.
Fashion blogs have stood out for the power to influence followers and for changing people's lifestyle and consumption habits. The objective of this study is to verify the important attributes of fashion bloggers that contribute to the intention of people to continue following the blogs. In this sense, this study proposes a theoretical model in order to evaluate the relationship between the important attributes of fashion bloggers and the people's intention to continue following the blogs. From the exploratory factorial analysis, five relevant factors were identified: Reliability, Expertise, Physical Attraction, Similarity and Diffusion of Information and Ideas. The modeling analysis of structural equations revealed that the independent variables Diffusion of Information and Ideas, Similarity and Physical Attraction have a direct positive relation with the intention to continue following, while Reliability, Expertise and Respect were not hypotheses supported in the study.
Description
Keywords
Fashion blogs TEARS Model Brand Endorsers
Citation
Publisher
SINSESP - Sindicato das Secretárias do Estado de São Paulo