Palavras-chave
Confiança na marca
Atribuição do consumidor
Skincare
Marketing digital
Consciência do consumidor
Como Citar
Resumo
Objetivo: Analisar como a consciência do consumidor sobre fraudes em publicidade digital de produtos de skincare influencia a confiança na marca, a confiança nas plataformas digitais e os processos de atribuição de responsabilidade, à luz da Teoria da Atribuição, no contexto do mercado do Norte da Índia.
Método: A pesquisa adota abordagem quantitativa, de corte transversal. Os dados foram coletados por meio de questionário estruturado aplicado a consumidores regulares de produtos de skincare que realizaram compras online nos últimos seis meses. A amostra final compreendeu 250 respondentes válidos, selecionados por conveniência e técnica de bola de neve. As variáveis analisadas incluíram consciência sobre fraudes publicitárias, confiança na marca, confiança na plataforma digital e atribuição do consumidor. Os dados foram examinados por meio de estatística descritiva, análise de confiabilidade (Alfa de Cronbach), correlação de Pearson, regressão linear e teste de mediação.
Resultados: Os resultados indicam que a consciência sobre fraudes em publicidade digital exerce influência positiva e estatisticamente significativa sobre a confiança na marca, a confiança nas plataformas digitais e os processos de atribuição do consumidor. Verificou-se, ainda, que a confiança na marca atua como mediadora parcial na relação entre consciência sobre fraude publicitária e atribuição do consumidor. Os achados sugerem que consumidores mais informados tendem a diferenciar marcas e plataformas éticas daquelas envolvidas em práticas enganosas, fortalecendo a confiança quando há transparência e responsabilização.
Conclusão: Conclui-se que a consciência do consumidor sobre fraudes em publicidade digital não necessariamente reduz a confiança, podendo, ao contrário, fortalecê-la quando associada a práticas éticas. O estudo contribui teoricamente ao aplicar a Teoria da Atribuição ao contexto da fraude publicitária digital e oferece implicações gerenciais e regulatórias para marcas e plataformas no setor de skincare.
Referências
Abu-Rahme, M. O., Abu-Loghod, N. A., Omeish, F., Alharthi, S., Joudeh, K. J., & Joudeh, J. M. (2025). Investigating the Impact of Misleading Information via Social Media Platforms on the Trust and Image of Beauty and Skincare Companies, as Perceived by Customers. Journal of Posthumanism, 5(1), 569–584. https://doi.org/10.63332/joph.v5i1.593
Ahmed, M. A. A., & Othman, A. K. B. (2024). False advertising and consumer online purchase behaviour. Journal of Emerging Economies and Islamic Research, 12(2), 1521. : https://doi.org/10.24191/jeeir.v12i2.1521
Bomi, Lee & Michelle, Childs. (2021). Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin. International Journal of Marketing Studies. 13. 12-12. http://dx.doi.org/10.5539/ijms.v13n2p12
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Darke, P. R., & Ritchie, R. J. B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114-127. https://doi.org/10.1509/jmkr.44.1.114
Friedman, N. (2024). Selling beauty: Ethical implications of skincare advertising. Journal of Business Ethics, 177(3), 1–15
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with ournal of Consumer Research, Volume 21, Issue 1, June 1994, https://doi.org/10.1086/209380
Fulgoni, G. M. (2016). Fraud in digital advertising: A multibillion-dollar black hole. Journal of Advertising Research https://doi.org/10.2501/JAR-2016-024
Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
George, D., & Mallery, P. (2010). SPSS for Windows step by step: A simple guide and reference (10th ed.). Pearson.
Ghanbarpour, T., Sahabeh, E., & Gustafsson, A. (2022). Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity. Psychology & Marketing, 39(10), 1853–1870. https://doi.org/10.1002/mar.21703
Heider, F. (1958). The psychology of interpersonal relations. John Wiley & Sons. https://doi.org/10.1037/10628-000
Kaur, G., Gujrati, R., & Uygun, H. (2023). How does AI fit into the management of human resources?. Review of Artificial Intelligence in Education, 4(00), e4. https://doi.org/10.37497/rev.artif.intell.education.v4i00.4
Kelley, H. H., & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457–501. https://doi.org/10.1146/annurev.ps.31.020180.002325
Khan, S. K., Sheeraz, F., & Siddiqui, M. (2024). Effect of deceptive advertisements on consumer buying behaviour in personal care products. International Journal of Advanced Research in Marketing and Management, 10(2), 45–56 https://doi.org/10.48112/bms.v1i4.979
Luca, M., & Zervas, G. (2016). Fake it till you make it: Reputation, competition, and Yelp review fraud. Management Science, 62(12), 3412-3427. https://doi.org/10.1287/mnsc.2015.2304
Mai, N. Q., Nguyen, L. T. V., Thuan, N. H., & Ngo, L. V. (2025). Decoding influencer authenticity: The CueSphere model of extrinsic cues. Journal of Services Marketing, 39(10), 32–51. https://doi.org/10.1108/JSM-05-2024-0223
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359. https://doi.org/10.1287/isre.13.3.334.81
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Akash Kumar and Ms. Shagun Kakkar (2025). UNIVERSAL HUMAN VALUES (UHV) OF FMCG COMPANIES IN SHAPING BRAND EQUITY: A QUANTITATIVE STUDY OF TOOTHPASTE BRANDS, International Journal of Research in Commerce and Management Studies (IJRCMS) 7 (3): 475-495 Article No. 423 Sub Id 779 http://dx.doi.org/10.38193/IJRCMS.2025.7337
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Prendergast, G., Liu, P., & Poon, D. T. Y. (2009). A Hong Kong study of advertising credibility. Journal of Consumer Marketing, 26(5), 320–329. https://doi.org/10.1108/07363760910976574
Prokhorova, Y., Gujrati, R., & Uygun, H. (2024). The use of AI Chatbots in higher education: the problem of plagiarism. Review of Artificial Intelligence in Education, 5(00), e031. https://doi.org/10.37497/rev.artif.intell.educ.v5i00.31
Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects. International Journal of Research in Marketing, 29(1), 55-67. https://doi.org/10.1016/j.ijresmar.2011.07.001
Sadeghpour, S., & Vlajic, N. (2021). Ads and fraud: A comprehensive survey of fraud in online advertising. Journal of Cybersecurity and Privacy, 1(4), 804–832. https://doi.org/10.3390/jcp1040039
Sari, Soediro, and Rochman's (2018) . Effect of deceptive advertisements on consumer buying behaviour in personal care products. International Journal of Academic Research in Business and Social Sciences, 8(6), 255–265. https://doi.org/10.48112/bms.v1i4.979
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson Education.
Waltenrath, A. (2024). Consumers’ ambiguous perceptions of advertising disclosures in influencer marketing: Disentangling the effects on current and future social media engagement. Electronic Markets, 34(1), 8. https://doi.org/10.1007/s12525-023-00679-8
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological Review, 92(4), 548–573. https://doi.org/10.1037/0033-295X.92.4.548
Zard, L. (2023). Consumer manipulation via online behavioral advertising https://doi.org/10.48550/arXiv.2401.00205
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
Copyright (c) 2025 Journal of Interdisciplinary Knowledge