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Authors
Abstract(s)
O mercado da moda está cada vez mais competitivo, existindo uma grande necessidade das marcas se diferenciarem para atrair o seu target. Hoje o consumidor já não é passivo e a sua opinião passa a ter um papel crucial para as marcas. Para além de aceder a todas as informações que precisa, também partilha as suas opiniões com outras pessoas que acedem à Internet e aos sites de redes sociais. O consumidor apresenta-se completamente informado, mantém-se socialmente conectado com o mundo, e confia na opinião de outros utilizadores presentes nos sites de redes sociais (TEIXEIRA, 2017).
Devido a toda a evolução do consumidor e ao desenvolvimento da Internet e dos sites de redes sociais, o marketing também teve de se adaptar e desenvolver. Deste modo, existiu uma imensa necessidade de adaptar todas as questões de marketing à realidade que se vive na atualidade, utilizando o marketing digital, onde as marcas de moda se devem posicionar de forma a comunicarem com os consumidores a partir da Internet e de outros meios digitais, como os sites de redes sociais (SELMAN, 2017). Nesta era digital em que vivemos, também o Influencer Marketing tem uma grande relevância. O recurso a digital influencers é cada vez mais comum e importante para as marcas de moda (POPHAL, 2016). Para além disso, os sites de redes sociais estão em constante evolução, oferecendo cada vez mais características que impulsionem todas estas novas estratégias de marketing.
Deste modo, existe a necessidade de se conhecer as caraterísticas técnicas que cada site de rede social possui e que permitem que as marcas de moda possam obter resultados satisfatórios junto do consumidor. Para além disso, devido a toda a evolução do consumidor, existe a necessidade de conhecer a sua perspetiva relativamente às marcas de moda e digital influencers nos sites de redes sociais. Devido ao rápido crescimento do Instagram (ROBERTSON, 2018), pretende-se também analisar, através de um questionário online ao consumidor, se este será o site de rede social a apostar no futuro tendo em conta o estudo realizado e a perspetiva do consumidor.
The fashion market is becoming more competitive, where fashion brands need to differentiate themselves in order to attract their target. The consumer isn’t passive anymore and his opinion has a crucial role for brands. In addition to accessing all the information that consumer need, he also shares his opinions with other people that access the Internet and social networking. The consumer is fully informed, he stays socially connected with the world, and relies on the opinions of other users present on social networking (TEIXEIRA, 2017). Because of the evolution of the consumer and the development of the Internet and social networking, marketing has also had to adapt and develop all marketing issues to the reality that we live today using digital marketing. Fashion brands should position themselves in a way that communicates with consumers from the Internet and other digital media such as social networking (SELMAN, 2017). In this digital era that we live, Influencer Marketing is also relevant. The use of digital influencers is more and more common and it’s important for fashion brands (POPHAL, 2016). In addition, social networking are constantly evolving, offering more and more features that drive all these new marketing strategies. In this way there is a need to study the technical characteristics of each social network that allows fashion brands to obtain satisfatory results from the consumer. In addition, with all the evolution of the consumer, there is a need to know their perspective with the fashion brands and digital influencers on social networking. With the fast growth of Instagram (ROBERTSON, 2018), it is also important to analyze, through na online questionnaire to the consumer, if Instagram will be the site of social network to bet on the future according to the study carried out and the perspective of the consumer.
The fashion market is becoming more competitive, where fashion brands need to differentiate themselves in order to attract their target. The consumer isn’t passive anymore and his opinion has a crucial role for brands. In addition to accessing all the information that consumer need, he also shares his opinions with other people that access the Internet and social networking. The consumer is fully informed, he stays socially connected with the world, and relies on the opinions of other users present on social networking (TEIXEIRA, 2017). Because of the evolution of the consumer and the development of the Internet and social networking, marketing has also had to adapt and develop all marketing issues to the reality that we live today using digital marketing. Fashion brands should position themselves in a way that communicates with consumers from the Internet and other digital media such as social networking (SELMAN, 2017). In this digital era that we live, Influencer Marketing is also relevant. The use of digital influencers is more and more common and it’s important for fashion brands (POPHAL, 2016). In addition, social networking are constantly evolving, offering more and more features that drive all these new marketing strategies. In this way there is a need to study the technical characteristics of each social network that allows fashion brands to obtain satisfatory results from the consumer. In addition, with all the evolution of the consumer, there is a need to know their perspective with the fashion brands and digital influencers on social networking. With the fast growth of Instagram (ROBERTSON, 2018), it is also important to analyze, through na online questionnaire to the consumer, if Instagram will be the site of social network to bet on the future according to the study carried out and the perspective of the consumer.
Description
Keywords
Consumidor Consumo Digital Influencer Influencer Marketing Instagram Marcas de Moda Marketing Digital Moda Sites de Redes Sociais