Do TEARS ao TEADI: Atributos importantes de blogueiras de moda para seguidores
DOI:
https://doi.org/10.7769/gesec.v9i3.738Palavras-chave:
Gestão de Marketing, Blogs de moda, Modelo TEARS, Endossantes de marcaResumo
Os blogs de moda têm se destacado pelo poder de influenciar os leitores e por modificar o estilo de vida das pessoas. Este estudo propõe um modelo de atributos importantes de blogueiras de moda e avalia os impactos das dimensões encontradas na intenção de pessoas continuarem seguindo os blogs. Conforme a análise dos dados coletados, produziu-se 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.Downloads
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