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Advisor(s)
Abstract(s)
Esta dissertação propÔe-se estudar a relevùncia do influencer e do marketing de
influĂȘncia digital para o consumo de moda atual, analisando de que modo esta associação
tem vindo a consolidar-se como um dos recursos mais populares entre as marcas de
moda com presença no universo digital.
As marcas e-commerce do setor da moda tendem a colaborar com vĂĄrios influenciadores
digitais em simultùneo, escolhendo associar-se aos mesmos não só em função do seu
nĂșmero de seguidores e visualizaçÔes, mas tambĂ©m do seu alinhamento com os valores,
visão e estética da marca, estabelecendo parcerias (remuneradas ou não-remuneradas).
As marcas beneficiam com este tipo de promoção do seu produto, particularmente
refletida no aumento de vendas entre as geraçÔes de consumidores mais jovens,
nomeadamente as chamadas GeraçÔes Y (Millennials) e Z, cujo crescimento
acompanhou o surgimento e a evolução das diversas redes sociais, desde o inĂcio do
século XXI.
Foi realizado um estudo de caso assente na anĂĄlise detalhada de diversos perfis de
influenciadoras digitais associadas Ă indĂșstria da moda, complementado com trĂȘs
entrevistas destinadas a aprofundar a perspetiva obtida sobre o seu trabalho de mediação
entre marcas e consumidores.
Esta anĂĄlise confirma que o trabalho colaborativo entre influencers e marcas de moda
contribui para uma maior projeção destas Ășltimas no meio digital e, consequentemente,
para o aumento da procura dos produtos promovidos por parte dos seguidores das contas
e/ou canais dos influenciadores em causa. Concluiu-se também que, atualmente, o
pĂșblico tende a valorizar influencers de pequena a mĂ©dia dimensĂŁo, estabelecendo
relaçÔes de afinidade, identificação e confiança com pessoas com uma postura
considerada sincera.
This dissertation aims to study the relevance of influencers and digital influence marketing for current fashion consumption, analyzing how this association has come to consolidate itself as one of the most popular resources among fashion brands with a presence in the digital world. E-commerce brands in the fashion sector tend to collaborate with several digital influencers simultaneously, choosing to associate with them not only based on their number of followers and views, but also their alignment with the values, vision, and aesthetics of the brand, establishing (paid or unpaid) partnerships. Brands benefit from this type of promotion of their product, particularly reflected in the increase in sales among younger generations of consumers, namely the so-called Generations Y (Millennials) and Z, whose growth has accompanied the emergence and evolution of various social networks, since the beginning of the 21st century. A case study was carried out based on the detailed analysis of several profiles of digital influencers associated with the fashion industry, complemented with three interviews designed to deepen the perspective obtained on their mediation work between brands and consumers. This analysis confirms that collaborative work between influencers and fashion brands contributes to a greater projection of the latter in the digital environment and, consequently, to an increase in demand for the products promoted by followers of the accounts and/or channels of the influencers in question. It was also concluded that, currently, the public tends to value small to medium-sized influencers, establishing relationships of affinity, identification, and trust with people with an attitude they consider sincere.
This dissertation aims to study the relevance of influencers and digital influence marketing for current fashion consumption, analyzing how this association has come to consolidate itself as one of the most popular resources among fashion brands with a presence in the digital world. E-commerce brands in the fashion sector tend to collaborate with several digital influencers simultaneously, choosing to associate with them not only based on their number of followers and views, but also their alignment with the values, vision, and aesthetics of the brand, establishing (paid or unpaid) partnerships. Brands benefit from this type of promotion of their product, particularly reflected in the increase in sales among younger generations of consumers, namely the so-called Generations Y (Millennials) and Z, whose growth has accompanied the emergence and evolution of various social networks, since the beginning of the 21st century. A case study was carried out based on the detailed analysis of several profiles of digital influencers associated with the fashion industry, complemented with three interviews designed to deepen the perspective obtained on their mediation work between brands and consumers. This analysis confirms that collaborative work between influencers and fashion brands contributes to a greater projection of the latter in the digital environment and, consequently, to an increase in demand for the products promoted by followers of the accounts and/or channels of the influencers in question. It was also concluded that, currently, the public tends to value small to medium-sized influencers, establishing relationships of affinity, identification, and trust with people with an attitude they consider sincere.
Description
Keywords
E-Commerce Influenciador Digital Marketing de InfluĂȘncia Digital Moda Redes Sociais