Conclusões da Investigação: Discussão e contributos

Como forma de conclusão do estudo e de acordo com os objetivos traçados para a investigação, pode-se concluir que os influenciadores tendem a ser reconhecidos, mas que isso vai depender bastante do seu poder de alcance. Existem milhares de influenciadores em Portugal e qualquer estudo do género pode ser enviesado por diversas componentes como a localidade, idade e sexo dos inquiridos.

De acordo com os dados, o Instagram, o Youtube e o Facebook são as redes sociais mais utilizadas pelos inquiridos, independentemente da faixa-etária.

Em geral, uma grande percentagem dos inquiridos afirma estar familiarizado com o conceito de influenciador social (79,4%), contudo apenas uma pequena parte desses diz seguir influenciadores nas redes sociais (38,7%).

Tal como se comprovou na literatura, no escalão etário dos 19-25 a proporção de sujeitos que segue os influenciadores sociais é significativamente mais elevada do que nos outros escalões.

Para seguir os influenciadores sociais nas redes sociais, os inquiridos afirmam utilizar, principalmente, o Youtube e o Instagram.

Os produtos promovidos pelos influenciadores que os inquiridos já costumam seguir que registaram um grau de confiabilidade maior foram os produtos de moda e os menos confiáveis foram os produtos alimentares.

Dos influenciadores escolhidos para o estudo, as influenciadoras Mariana Cabral (Bumba na Fofinha) (56.7%) e a Mafalda Sampaio (a Maria Vaidosa) (46.3%) foram as mais reconhecidas, contudo só a influenciadora Mariana Cabral é que apresentou mais de 50% da população a afirmar conhecer. Todos os influenciadores escolhidos apresentam um grau de consistência interna de pelo menos nível “bom”.

Depois foram escolhidos produtos que os influenciadores já promovem nas suas redes sociais e perguntado aos inquiridos se confiariam se os influenciadores fizessem promoção fora do digital. De forma geral, as respostas afirmam confiabilidade, sendo a Mariana Cabral a

influenciadora com uma média mais reduzida 2.58 e o Bernardo Almeida o influenciador com uma média mais elevada 3.66.

A televisão foi a plataforma, no geral, mais escolhida para existir promoção dos produtos por parte de quem conhecia os influenciadores escolhidos do estudo.

O estudo, por ser exploratório, pode abrir aqui o mote para investigações mais complexas. Perceber se com um número de influenciadores maior, falando de 300-500 influenciadores, se as respostas sobre a confiabilidade dos produtos se mantinham, fazer comparações entre influenciadores mais conhecidos e menos conhecidos para testar se confiabilidade na promoção dos produtos realmente é diferente consoante se tem mais seguidores. Perceber se o facto de ser um influenciador por nicho de região ou se já consegue ter um público-alvo a nível nacional influenciará as respostas dos inquiridos.

5.2. Limitações e investigação futura

O estudo apresenta diversas limitações e o autor gostaria de propor algumas sugestões para desenvolver o assunto em questão. Em primeiro lugar, a principal limitação do estudo é a escolha dos influenciadores. Por muitos seguidores que tenham nas suas redes sociais, a percentagem de pessoas que os conhecem vai depender bastante da sua área de influência, região geográfica que se encontrem e a idade dos inquiridos. A segunda limitação foi a faixa etária que mais respondeu ao inquérito (19-25), o que levou às respostas não serem tão conclusivas, para a realidade que se pretende visto que, hoje em dia, as pessoas que mais assistem à televisão, rádio e revistas etc., será um público mais velho.

Para o futuro, é importante escolher influenciadores cuja a faixa-etária seja mais velha para perceber se, realmente, a população mais velha da amostra reconhece ou não os influenciadores. Era também interessante que os influenciadores escolhidos para o estudo já tivessem feito algum tipo de promoção noutras plataformas fora do digital, de forma a entender, em caso real se o público considera credível.

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