Engajamento do consumidor nas redes sociais: os mecanismos pelos quais o conteúdo visual gerado pela marca afeta a intenção de uso do consumidor no mercado cultural
DOI:
https://doi.org/10.5585/remark.v22i3.21544Palavras-chave:
Engajamento do consumidor, Sites de redes sociais, Comportamento onlineResumo
Objetivo do estudo: Esse estudo examinou mecanismos capazes de influenciar a relação entre o conteúdo gerado por espaços culturais e a intenção de uso dos consumidores, com objetivo de identificar os mecanismos que melhor se adequam ao contexto de comunidades de marcas online.
Metodologia/Abordagem: Foi desenvolvida uma pesquisa do tipo survey com usuários de mídias sociais. Para os testes. utilizou-se os softwares Smart PLS-SEM 3.0 e a Macro Process, no SPSS. A hipótese teórica proposta de que o conteúdo gerado por espaços culturais nas redes sociais impacta positivamente a intenção de uso do consumidor. por meio de uma relação seriada de envolvimento. engajamento. compromisso, confiança e conexão pessoal.
Principais resultados: Os resultados sugerem uma mediação seriada paralela parcial na relação entre conteúdo informativo, de entretenimento ou de incentivo e a intenção de uso do consumidor.
Contribuições teóricas/metodológicas: Sua contribuição teórica reside no exame de uma mediação paralela de engajamento e compromisso com a conexão pessoal com a marca, contribuindo para a validação da rede nomológica em torno do engajamento.
Relevância/Originalidade: O estudo complementa resultados de estudos anteriores (e.g Santini et al.. 2020) que contrariam a sabedoria gerencial convencional, que sugerem que o efeito direto do compromisso como antecedente do engajamento não era significativo. Porém, em um contexto cultural, é a confiança que não é significativa. Já o compromisso. é capaz de. junto com o engajamento, mediar o conteúdo gerado pelo espaço cultural e a intenção de uso do perfil desse espaço.
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