O papel de mães influencers na atitude, boca a boca eletrônico e intenção de compra de mães consumidoras de produtos infantis

Abstract

Influencer marketing has become a relevant strategy in the digital environment, especially in the children’s products segment, in which mothers’ purchase decisions are influenced by informational and social factors. In this context, the present study aimed to investigate the influence of maternal digital influencers on attitude, electronic word of mouth (eWOM), and purchase intention regarding children’s products among mothers who are social media users. To achieve this objective, a quantitative and descriptive research approach was adopted through the application of a structured questionnaire to mothers who use Instagram. The collected data were analyzed descriptively, considering means, standard deviations, and scale reliability, in order to identify patterns of perception and behavior related to the investigated constructs. The results indicate that mothers present predominantly positive attitudes toward maternal digital influencers and the content they produce. It was also found that electronic word of mouth plays a relevant role in the purchase decision process, being widely used by consumers both to seek information and to share experiences. In addition, the findings reveal a favorable predisposition toward purchase and repurchase intentions of children’s products promoted by maternal influencers, especially when recommendations meet mothers’ expectations. It is concluded that maternal influencer marketing constitutes a relevant strategy in the digital environment, influencing attitude formation, the dissemination of electronic word of mouth, and purchase intention among mothers, contributing to the understanding of maternal consumer behavior on social media.