| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.39 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
As plataformas de redes sociais na Internet transformaram-se no ponto de encontro entre os consumidores e as empresas, tornando-se essencial a adoção de estratégias de marketing digital que correspondam às elevadas expectativas que o consumidor nutre em relação às marcas e aos seus produtos, criando relações estreitas e diálogos enriquecedores entre todos. A evolução das práticas de marketing, aliadas à conectividade possibilitada por todos os dispositivos digitais que hoje nos rodeiam, criaram um novo consumidor, jovem e mais exigente, com necessidade de respostas eficientes e rápidas por parte das marcas. Agora, o processo de decisão de compra tornou-se mais rápido e impulsivo, fortemente influenciado pelas pessoas que os consumidores seguem nas suas redes sociais e pela vontade que os mesmos demonstram em se assemelhar a elas. Enquanto o Facebook e Youtube continuam a liderar como plataformas de redes sociais mais populares a nível mundial, surge outra que rapidamente se popularizou entre as comunidades digitais: o TikTok. Este, popular graças à sua capacidade de viralizar o seu conteúdo através de curtos vídeos, verificou o seu maior crescimento ao atingir 850 milhões de downloads em 2020. Tendo em consideração que, tal como noutras plataformas, muitas marcas assinalam a sua presença com o intuito de chegar aos seus púbicos de forma mais rápida e interativa, esta investigação pretende demonstrar a importância da influência da viralidade e das tendências presentes na rede social TikTok, nas decisões e comportamentos de compra dos consumidores de marcas de moda e beleza. Para que este e outros objetivos possam ser cumpridos, adotou-se um método hipotético-dedutivo, com a formação de hipóteses que foram testadas através da análise dos resultados de um questionário, respondido por 503 utilizadores do TikTok que demonstraram participar de forma ativa na rede social e que posteriormente confirmaram a influência que os vídeos virais e trends tiveram no seu comportamento de compra, principalmente quanto à aquisição de produtos das categorias “Cosméticos” e “Vestuário e Acessórios de Moda”.
Internet' social media platforms have become the meeting point between consumers and companies, making it essential to adopt digital marketing strategies that meet the high expectations that consumers have for brands and their products, creating close relationships and rich dialogues between them. The evolution of marketing practices, combined with the connectivity provided by all the digital devices that surround us today, has created a new consumer, young and more demanding, in need of efficient and quick answers from brands. Now, the purchase decision process has become faster and impulsive, strongly influenced by the people they follow on their social networks and by their desire to look like them. While Facebook and Youtube continue to lead as the world's most popular social networking platforms, there is another that has quickly become popular among digital communities: TikTok. The latter, popular thanks to its ability to viralize its content through short videos, has seen its biggest growth, reaching 850 million downloads in 2020. Taking into consideration that, like in other platforms, many brands signal their presence to reach their audiences faster and more interactively, this research intends to demonstrate the importance of the influence played by virality and trends present in the social network TikTok, on the decisions and purchase behaviors of consumers of fashion and beauty brands. For this and other goals to be met, it was adopted a hypothetical-deductive method, with the formation of hypotheses that were tested through the analysis of the results of a survey, answered by 503 TikTok users who demonstrated active participation in the social network and who subsequently confirmed the influence that viral videos and trends had on their buying behavior, especially regarding the purchase of products from the categories "Cosmetics" and "Clothing and Fashion Accessories".
Internet' social media platforms have become the meeting point between consumers and companies, making it essential to adopt digital marketing strategies that meet the high expectations that consumers have for brands and their products, creating close relationships and rich dialogues between them. The evolution of marketing practices, combined with the connectivity provided by all the digital devices that surround us today, has created a new consumer, young and more demanding, in need of efficient and quick answers from brands. Now, the purchase decision process has become faster and impulsive, strongly influenced by the people they follow on their social networks and by their desire to look like them. While Facebook and Youtube continue to lead as the world's most popular social networking platforms, there is another that has quickly become popular among digital communities: TikTok. The latter, popular thanks to its ability to viralize its content through short videos, has seen its biggest growth, reaching 850 million downloads in 2020. Taking into consideration that, like in other platforms, many brands signal their presence to reach their audiences faster and more interactively, this research intends to demonstrate the importance of the influence played by virality and trends present in the social network TikTok, on the decisions and purchase behaviors of consumers of fashion and beauty brands. For this and other goals to be met, it was adopted a hypothetical-deductive method, with the formation of hypotheses that were tested through the analysis of the results of a survey, answered by 503 TikTok users who demonstrated active participation in the social network and who subsequently confirmed the influence that viral videos and trends had on their buying behavior, especially regarding the purchase of products from the categories "Cosmetics" and "Clothing and Fashion Accessories".
Description
Keywords
Beleza Comportamento de Compra Conteúdo Viral Marketing de Influência Moda Redes Sociais Tiktok