Kei te kaha tonu te awe o ngā kaihanga ihirangi ki ngā whakatau hoko a ngā kaihoko o Brazil. E ai ki te rangahau "The Effect of Influence on Consumption 2026," i whakahaerehia e YouPix i te taha o Nielsen, 81% o ngā kaihoko kua hoko kē i tētahi hua i tūtohutia e tētahi kaiwhakatairanga, he nui ake tēnei i te 80% i tuhia i te tau o mua.
Ka kitea tonutia te whanonga i roto i ngā momo hunga whakarongo rerekē: 83% o ngā wāhine, 77% o ngā tāne, 82% o ngā kaiwhakautu i waenga i te 18 ki te 34 tau te pakeke, me te 79% o ngā tāngata neke atu i te 35 tau te pakeke e kī ana kua hokona kētia e rātou he mea nā te awe. E whakaatu ana hoki te rangahau e 7 i roto i te 10 o ngā kaihoko e kī ana kua pāngia tā rātou whakatau hoko e te kaiwhakaawe. I runga i te tauine mai i te 0 ki te 10, 40% i hoatu ngā kaute i waenga i te 7 me te 8 mō tēnei pānga, ko te 33% i hoatu ngā kaute i waenga i te 9 me te 10, e kiia ana ko te pānga katoa ki te whakatau.
E ai ki a Fabio Gonçalves, kua neke atu i te tekau tau ia e mahi ana i te mākete hokohoko kaiwhakatairanga, ā, ko ia hoki te kaiwhakahaere taranata i Viral Nation, e whakaatu ana ngā raraunga kua neke atu ngā kaiwhakatairanga i tua atu i te whakarato noa i ngā ihirangi mōhiohio i roto i ngā kaupapa whakatairanga.
"Mō te wā roa, i kitea ngā kaiwhakatairanga hei hunga i āwhina i ngā waitohu kia kitea whānuitia. Ko tā tēnei rangahau e whakaatu ana, kei tētahi wā tino whakatau rātou o te haerenga. Ina kī te 81% o ngā kaihoko kua hokona kētia e rātou tētahi mea i tūtohutia e te kaihanga, kei te kōrero tātou mō te mana hei whanonga whakakotahi, ehara i te mea he ia auaha, he petipeti mākete rānei," tana kī.
E ai ki te kaiwhakahaere matua, e whakaū ana hoki ngā raraunga i tētahi panonitanga nui ki te whakamahere rautaki a ngā waitohu. Ahakoa i mua ko te hokohoko whakaaweawe he tautoko pāpāho, he tāpiritanga kaupapa rānei, ināianei he pānga tika ki te hanga i te hiahia me te tahuritanga.
"Kāore te kaihanga e whakanui noa i tētahi karere kua oti kē te hanga. Ka whakamāorihia e ia te hua ki roto i ngā mahi o ia rā a te hunga mātakitaki, ka whakaatu i te whakamahinga o te ao tūturu, ka whakaputa i te tuakiri, ka whakaiti i te tawhiti i waenga i te waitohu me te kaihoko. Koinei te mana tūturu o te awe, nā te mea ka puta i roto i tētahi whanaungatanga whakawhirinaki kua noho kē i waenga i te kaihanga me te hapori," tana whakamārama.
E ai ki a Gonçalves, ko te pakeketanga o te rāngai e hiahia ana kia mutu te aromatawai a ngā waitohu i ngā kaiwhakatairanga i runga i te maha o ngā kaiwhaiwhai, i te whai wāhi rānei. I te mea e hono haere ana te mana ki ngā whakataunga hoko, kei te nui haere te hiranga o ngā paearu pēnei i te pono, te motuhake, te horopaki, te ingoa pai, me te hononga i waenga i te kaihanga me te hua.
E ai ki te tohunga, me kaha ake te whiriwhiri i ngā tāngata whai pūkenga: "Kāore he painga o te titiro noa ki te toro atu mēnā kāore taua tangata i te whai hononga tūturu ki te hua, ki te hapori rānei e hiahia ana te waitohu ki te toro atu. Ko te awe tino whai hua ko te mea e whai tikanga ana ki te hunga e whai ana i te kaihanga. Ā, ka nui ake hoki te kawenga o ngā tāngata whai pūkenga, me āta whiriwhiri i ngā waitohu ka mahi tahi rātou," tana aromatawai.
Ka whakarerekētia hoki te tūranga o ngā tari me ngā kaihoko e tēnei ia tipu haere. Ehara i te mea he whiriwhiringa arumoni noa iho te takawaenga i waenga i ngā waitohu me ngā kaihanga, engari ko te whiriwhiri, te tātari i te hunga whakarongo, te tātari i te ingoa pai, me te hanga hononga pumau ake.
"Kei te uru te mākete ki tētahi wā e tika ana kia whakaaroarohia te awe mā te tikanga. I Viral Nation, ka titiro mātou ki tēnei kaupapa me te arotahi ki te ngaiotanga: raraunga, haumaru waitohu, whiriwhiri āta i ngā taranata, me ngā hononga mahi tahi e pai ana mō ngā waitohu, ngā kaihanga, me ngā kaihoko. Ina tīmata te taunakitanga a te kaiwhakaawe ki te pā tika ki tētahi hoko, me whakahaere te pūnaha katoa me te rautaki me te kawenga nui ake," tana whakatau.
