A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.

Comunicação pública e acesso à informação: o interesse público presente nas produções da assessoria de imprensa da prefeitura de Santarém (PA)

Public communication is based on the public interest and the effective democratization of communication in publics agencies. Access to information is the base for this is materializes solidly, helping even in formation as an individual. The work of the press office is the instrument for the Public Communication and access to information is guaranteed to society , since one of the goals of the press officer is to be committed to media , providing it material quality and depth , benefiting so the citizen. The research the look exactly on reflections on the topics listed above. The purpose of this study was to analyze the news published in Fanpage and Santarem Town Hall site, in western Para, meet the demands of Public Communication and the precepts of the Access to Information Law (AIL), starting the questioning until point to Santarem Town Hall works to public communication. For this analysis, we developed a work using the techniques of bibliographic and descriptive research. Such referrals have served as a starting point for fieldwork and for exhibition on the concepts of Public Communication of Access to Information Law, Organizational Communication and Press office. The research was considered, also, because document was to identify and verify the documents with a specific purpose. This research was lifting a quantitative survey to support the qualitative analysis of the object. So considering its features is that it was monitor the Fanpage and the Town Hall site, through a specific tool and then the analysis of posts, searching to observe public communication accomplished in the Town Hall of Santarem, on the Internet, especially social media and corporate website. The methodology helped obtain indicators that allowed add knowledge about the production of the Town Hall press office, and identify if the press office productions meet AIL and Public Communication. Finally, it was suggested in this study the elaboration a strategic script of communication because it scales the actions and policies of the Santarem city, allowing citizen participation. For this, too, it suggested the training of Santarem municipal government communication team as a strategy. This training consists of speeches and wheels conversations with all the press officer of the town hall, including the secretariats.