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Abstract(s)
Na sociedade contemporĆ¢nea os media sociais configuram-se como uma das
ferramentas de marketing mais importantes, sendo utilizados por praticamente todas as
organizaƧƵes em todas as Ɣreas de atividade. Neste trabalho interessa-nos estudar em
particular a forma como essas plataformas de sociabilidade tĆŖm sido utilizadas pelas empresas
da indĆŗstria da moda e com que objetivos. Os media sociais detĆŖm hoje um poder inigualĆ”vel
em termos de divulgaĆ§Ć£o, mas sĆ£o tambĆ©m importantes plataformas de contacto com um
pĆŗblico que pode ser selecionado em funĆ§Ć£o de gostos e preferĆŖncias. Ć neste contexto que
nesta dissertaĆ§Ć£o analisamos os media sociais, nĆ£o apenas enquanto ferramenta de
disseminaĆ§Ć£o de produtos de moda, mas enquanto meios capazes de transmitir valores e
mensagens para pĆŗblicos cada vez mais segmentados. A partir de uma revisĆ£o da literatura
sobre a origem e o desenvolvimento histĆ³rico das redes e dos media sociais, analisamos o forma
como foram criados sites que promovem as relaƧƵes sociais, mas tambƩm a que forma como as
empresas da indĆŗstria da moda podem tirar partido dessas redes.
Em termos metodolĆ³gicos, a investigaĆ§Ć£o teve dois momentos: o primeiro, mais
exploratĆ³rio e numa dimensĆ£o quantitativa, com a recolha de dados atravĆ©s de um inquĆ©rito
por questionƔrio online a uma amostra de consumidores de produtos de moda e utilizadores de
media sociais em Portugal e no Brasil; o segundo, mais qualitativo, e que se configurou como
um estudo de caso mĆŗltiplo, na medida em que foram selecionadas trĆŖs marcas, Burberry,
Chanel e Missguided, e analisada a sua presenƧa nos diferentes media sociais.
Entre os principais resultados do trabalho, destaca-se o facto de os media sociais,
nomeadamente os sites de redes sociais, serem importantes ferramentas de partilha de
informaƧƵes, mas funcionarem ao mesmo tempo como espaƧos que promovem uma
sociabilidade superficial e onde as marcas comunicam valores e lĆ³gicas de consumo rĆ”pido e
fƔcil. Numa sociedade ainda muito pautada pelo consumo, parece-nos importante estudar a
forma como os media sociais podem estar a ser utilizados para promover comportamentos mais
consumistas e, pelo contrĆ”rio, nĆ£o esteja a ser promovida uma consciĆŖncia em relaĆ§Ć£o ao
desperdĆcio e Ć necessidade de sustentabilidade na indĆŗstria da moda.
In our contemporary society, social media is one of the most important marketing tools used by practically all organizations in all areas of activity. In this work we are interested in studying in particular the way in which these platforms of sociability have been used by the companies of the fashion industry and with what objectives. Social media today has unparalleled power in terms of disclosure but are also important contact platforms with an audience that can be selected based on tastes and preferences. It is in this context that in this dissertation we analyse social media, not only as a tool for disseminating fashion products, but as a means capable of transmitting values and messages to increasingly segmented audiences. Based on a review of the literature on the origin and historical development of networks and social media, we analyse the way social networking sites were created, but also how fashion companies can take advantage of these networks. In terms of methodology, the research had two moments: the first, more exploratory and in a quantitative dimension, with the collection of data through an online questionnaire survey of a sample of consumers of fashion products and users of social media in Portugal and in the Brazil; the second, more qualitative, and which was configured as a multiple case study, in that three brands, Burberry, Chanel and Missguided were selected, and their presence in the different social media analyzed. Among the main results of the study, we highlight the fact that social media, especially social networking sites, are important tools for information sharing, but at the same time act as spaces that promote superficial sociability and where brands communicate values and logics of fast and easy consumption. In a society that is still heavily consumer-oriented, it seems to us important to study how social media can be used to promote more consumer behavior and, on the contrary, not being promoted an awareness of waste and the need for sustainability in the fashion industry.
In our contemporary society, social media is one of the most important marketing tools used by practically all organizations in all areas of activity. In this work we are interested in studying in particular the way in which these platforms of sociability have been used by the companies of the fashion industry and with what objectives. Social media today has unparalleled power in terms of disclosure but are also important contact platforms with an audience that can be selected based on tastes and preferences. It is in this context that in this dissertation we analyse social media, not only as a tool for disseminating fashion products, but as a means capable of transmitting values and messages to increasingly segmented audiences. Based on a review of the literature on the origin and historical development of networks and social media, we analyse the way social networking sites were created, but also how fashion companies can take advantage of these networks. In terms of methodology, the research had two moments: the first, more exploratory and in a quantitative dimension, with the collection of data through an online questionnaire survey of a sample of consumers of fashion products and users of social media in Portugal and in the Brazil; the second, more qualitative, and which was configured as a multiple case study, in that three brands, Burberry, Chanel and Missguided were selected, and their presence in the different social media analyzed. Among the main results of the study, we highlight the fact that social media, especially social networking sites, are important tools for information sharing, but at the same time act as spaces that promote superficial sociability and where brands communicate values and logics of fast and easy consumption. In a society that is still heavily consumer-oriented, it seems to us important to study how social media can be used to promote more consumer behavior and, on the contrary, not being promoted an awareness of waste and the need for sustainability in the fashion industry.
Description
Keywords
DisseminaĆ§Ć£o Estrutura MediĆ”tica IndĆŗstria da Moda Produtos de Moda Redes Sociais