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Abstract(s)
O advento da Internet tem vindo a provocar alteraçÔes no comportamento de compra dos
consumidores, uma vez que veio facilitar a pesquisa de informação antes da compra. Muito do
conteĂșdo disponĂvel online Ă© proveniente da comunicação eWOM, ou seja, da partilha de
opiniĂ”es, experiĂȘncias e conselhos entre consumidores. Este tipo de comunicação pode
ocorrer em diversas plataformas. Neste estudo, Ă© analisado o caso dos blogs que, atualmente,
assumem um papel crucial, tanto na partilha e consumo de informação pelos consumidores,
como nas åreas do marketing e da comunicação.
Em Portugal, nos Ășltimos anos, o fenĂłmeno dos blogs de moda e beleza tornou-se muito
popular entre os consumidores e as empresas de moda e beleza. Consequentemente,
começou a falar-se em marketing de influĂȘncia focando-se este, essencialmente, em
estratĂ©gias para persuadir os consumidores, atravĂ©s da partilha de conteĂșdos pelos
influenciadores, que tĂȘm uma grande capacidade para atribuir valor adicional aos produtos.
Os blogs tornam-se, assim, um meio relevante para as marcas, na medida em que lhes Ă©
possĂvel transmitir informaçÔes verdadeiras acerca dos produtos, atravĂ©s de indivĂduos - os
bloggers - capazes de influenciar e alterar hĂĄbitos de consumo.
O presente estudo tem como objetivo principal identificar a importĂąncia que o marketing de
influĂȘncia assume nos blogs de moda e beleza, isto Ă©, perceber se os blogs influenciam o
comportamento/atitudes do consumidor/seguidor e quais os fatores relacionados com esse
impacto.
De acordo com a literatura e com os resultados obtidos na investigação, concluiu-se que a
atitude e opiniĂŁo do consumidor face aos blogs e aos bloggers, nĂŁo sĂł Ă© genericamente
positiva, como também assume elevada importùncia na intenção e no comportamento de
compra. Também as informaçÔes provenientes de outros consumidores (reviews) influenciam
bastante na decisão de compra. Verificou-se, ainda, que a motivação para a procura de
opinião estå relacionada com a necessidade de afirmação de um estilo próprio e, por fim, que
não existem diferenças significativas entre as faixas etårias em relação ao acesso e opiniÔes
relativas aos blogs de moda e beleza.
The Internet has, over time, caused changes in the buying behaviour of the consumers, since it makes obtaining information about the products easier before acquiring them. A great quota of the content available online originates from the eWOM communication, which is the sharing of personal opinion, past experiences and consumers giving each other advices. This kind of communication may occur over a broad number of platforms. The one analyzed in this study is blogs which, very recently, have had major influence, be it in the sharing and acknowledgement of information by the consumers, or in the topics of marketing and communication. In Portugal, over the last few years, the fashion and beauty blogs phenomenon has become very popular among consumers and fashion and beauty enterprises. Therefore, the concept of influence marketing arose, consisting essentially in a group of strategies meant to persuade consumers, throught the sharing of the persuaders content, which have great ability to atribute additional value to the products. That way, blogs have grown to be a relevant means for the brands, as they find it possible to transmit truthfull information about their products, by means of certain individuals - bloggers - who are able to influence and alter consumer habits. The present studyâs objetive is identifying how much importance influence marketing has in the fashion and beauty blogs, that is, understanding if blogs have any impact in the behaviour/attitudes of the consumer/follower and what are the causes related with that change. According to the papers and the results of the investigation, it has been concluded that the consumers attitude and opinion towards blogs and bloggers, is not only overwhelmingly positive, as it also greatly influences the desire and buying behavior. Also, the information provinient from other consumers (reviews) also have a part on the buying decision-making. It was verified that the motivation towards the search of opinion is related to the need for asserting their own and unique style, and to conclude, that there are no significative changes between the several age ranges over what relates to acessing the views on fashion and beauty on blogs.
The Internet has, over time, caused changes in the buying behaviour of the consumers, since it makes obtaining information about the products easier before acquiring them. A great quota of the content available online originates from the eWOM communication, which is the sharing of personal opinion, past experiences and consumers giving each other advices. This kind of communication may occur over a broad number of platforms. The one analyzed in this study is blogs which, very recently, have had major influence, be it in the sharing and acknowledgement of information by the consumers, or in the topics of marketing and communication. In Portugal, over the last few years, the fashion and beauty blogs phenomenon has become very popular among consumers and fashion and beauty enterprises. Therefore, the concept of influence marketing arose, consisting essentially in a group of strategies meant to persuade consumers, throught the sharing of the persuaders content, which have great ability to atribute additional value to the products. That way, blogs have grown to be a relevant means for the brands, as they find it possible to transmit truthfull information about their products, by means of certain individuals - bloggers - who are able to influence and alter consumer habits. The present studyâs objetive is identifying how much importance influence marketing has in the fashion and beauty blogs, that is, understanding if blogs have any impact in the behaviour/attitudes of the consumer/follower and what are the causes related with that change. According to the papers and the results of the investigation, it has been concluded that the consumers attitude and opinion towards blogs and bloggers, is not only overwhelmingly positive, as it also greatly influences the desire and buying behavior. Also, the information provinient from other consumers (reviews) also have a part on the buying decision-making. It was verified that the motivation towards the search of opinion is related to the need for asserting their own and unique style, and to conclude, that there are no significative changes between the several age ranges over what relates to acessing the views on fashion and beauty on blogs.
Description
Keywords
Bloggers Blogs Consumidor Marketing de InfluĂȘncia Moda