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Abstract(s)
Com a evolução do mundo digital, o aparecimento de novas plataformas de interação social,
surgiram novas formas de comunicação. As redes sociais estão a ser, cada vez mais utilizadas
pelos consumidores, não só para se conectarem uns com os outros, mas também com as marcas,
e vice-versa. Esta comunicação, realizada através dos canais digitais, tem demonstrado ser
mais eficaz, quando comparada com a publicidade tradicional, exercendo uma grande
influência nas decisões de compra dos milenares, representando portanto uma oportunidade
para as empresas.
Os líderes de opinião nestas redes, constituem os influenciadores digitais, os quais acumulam
um grande número de seguidores e se envolvem com a sua comunidade, monetizando-a com
publicidade nas suas publicações. Esta dissertação foca-se no marketing de influência,
especificamente na área da moda em Portugal, com o objetivo de entender de que forma
funcionam estas campanhas com os influenciadores digitais, para potenciar os resultados das
marcas.
Após definido o problema de investigação, procedeu-se à recolha de dados. Dada a atualidade
do tema em estudo, foi necessária uma metodologia intervencionista, sendo o presente estudo
considerado um estudo de caso. Para a recolha dos dados optou-se por uma abordagem mista:
primeiramente, quantitativa, através de questionários, e posteriormente qualitativa, através
de entrevistas estruturadas ou semiestruturadas, de modo a atingir os objetivos pretendidos.
Foi observado um pequeno número de casos no seu contexto real, os quais foram
posteriormente analisados de forma qualitativa, utilizando um modelo circular.
As conclusões permitiram um conhecimento mais aprofundado desta temática, fornecendo
informações importantes sobre a estrutura destas campanhas, nas quais os marketers e gestores
de marcas de moda, podem suportar as suas decisões de adaptação e revisão estratégicas,
investindo em conteúdo criado por influenciadores digitais.
With the evolution of the digital world and the emergence of new social media platforms, new forms of communication have been developed. Social networks are increasingly being used by consumers to connect with each other, but also with brands and vice versa. This communication through digital channels has proven to be more effective when compared to traditional advertising, being a great influence for millennial buying decisions, and thus representing an opportunity for companies. The opinion leaders in these networks are digital influencers, who accumulate a large number of followers and engage with their community monetizing it with advertising on their posts. This dissertation focuses on influencer marketing, specifically in the fashion sector in Portugal, with the aim of understanding how these campaigns with digital influencers work, to improve the brand’s results. After the research problem was defined, the data was collected. Given the current subject of the study, an interventionist methodology was needed. The present study is considered a case study. To collect the data, a mixed approach was chosen: at first, quantitative data was collected through questionnaires, and later on, qualitative information was collected through structured or semi-structured interviews, in order to reach the desired objectives. A small number of cases were observed in their real context, which were later analyzed in a qualitative methodology. Due the complexity and novelty of the processes, a circular model was used in this research. The conclusions allowed a more in-depth knowledge of this subject, providing important information on the structure of these campaigns, in which marketers and fashion brand managers, can support their decisions to adapt and rethink their strategies, investing in content created by digital influencers.
With the evolution of the digital world and the emergence of new social media platforms, new forms of communication have been developed. Social networks are increasingly being used by consumers to connect with each other, but also with brands and vice versa. This communication through digital channels has proven to be more effective when compared to traditional advertising, being a great influence for millennial buying decisions, and thus representing an opportunity for companies. The opinion leaders in these networks are digital influencers, who accumulate a large number of followers and engage with their community monetizing it with advertising on their posts. This dissertation focuses on influencer marketing, specifically in the fashion sector in Portugal, with the aim of understanding how these campaigns with digital influencers work, to improve the brand’s results. After the research problem was defined, the data was collected. Given the current subject of the study, an interventionist methodology was needed. The present study is considered a case study. To collect the data, a mixed approach was chosen: at first, quantitative data was collected through questionnaires, and later on, qualitative information was collected through structured or semi-structured interviews, in order to reach the desired objectives. A small number of cases were observed in their real context, which were later analyzed in a qualitative methodology. Due the complexity and novelty of the processes, a circular model was used in this research. The conclusions allowed a more in-depth knowledge of this subject, providing important information on the structure of these campaigns, in which marketers and fashion brand managers, can support their decisions to adapt and rethink their strategies, investing in content created by digital influencers.
Description
Keywords
Criação de Conteúdo Influenciadores Digitais Marcas de Moda Marketing de Influência Redes Sociais