A carregar...
Publicação
O Impacto dos Influenciadores na compra: estudo de caso: Go Natural, Sauvage e Gardens
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.26 MB | Adobe PDF |
Orientador(es)
Resumo(s)
O crescimento das redes sociais no quotidiano fez com que o crescimento das marcas no digital também crescesse. Por essa razão, tornou-se imperativo que as marcas reinventassem a sua publicidade e como poderiam captar mais público. Desta forma, houve uma adaptação por parte das agências de comunicação digital e, para isto, estas entidades, ao invés de utilizarem os seus métodos tradicionais, começaram assim a utilizar a força das redes sociais e o impacto dos influenciadores para alcançar o público. Esta aposta por parte das marcas deve-se aos seguidores e o alcance que os influenciadores, hoje em dia, possuem no digital. Surge então a principal interrogação: são os influenciadores fulcrais para o crescimento das marcas? Para chegar a uma melhor conclusão foi também analisado o tipo de influenciador que melhor funciona no digital; qual a melhor plataforma para se trabalhar; e procura-se saber se a opinião do influenciador é mais relevante do que a informação que é fornecida pela marca. Pretende-se então, utilizando como objeto de estudo três restaurantes da zona de Lisboa, o Go Natural, o Sauvage e o Gardens, entender quão contributivas as parcerias são ao negócio. Para obter estas respostas, serão realizadas entrevistas aos gerentes dos negócios e que trabalham a sua publicidade através de influenciadores digitais, e será realizado um inquérito por questionário aos consumidores e público de influenciadores digitais. Através dos instrumentos de recolha de dados utilizados, pretende-se analisar que o consumidor atualmente procura mais a opinião de uma celebridade nas redes sociais, do que aquilo que está nos sites ou redes sociais da marca. Isto demonstra que a pergunta de partida inicial tem uma resposta afirmativa, pois um opinion leader é a forma de marketing para vantajosa no mercado atual.
The growth of social media in everyday life has meant that the growth of brands in digital has also grown. For this reason, it became imperative that brands reinvented their advertising and how they could capture more audience. Thus, there was an adaptation on the part of digital communication agencies, and for this, these entities, instead of using their traditional methods, began to use the power of social networks and the impact of influencers to reach the public. This bet by the brands is due to the followers and the reach that influencers, nowadays, have in digital. The main question then arises: are influencers central to the growth of brands? To reach a better conclusion, the type of influencer that works best in digital was also analyzed; what is the best platform to work on; and whether the influencer's opinion is more relevant than the information provided by the brand. Using three restaurants in the Lisbon area, Go Natural, Sauvage and Gardens, as the object of study, it is intended to understand how the partnerships contribute to the business. To get these answers, interviews will be conducted with the managers of the businesses and who work their advertising through digital influencers, and a questionnaire survey will be conducted with consumers and audience of digital influencers. Through the data collection tools used, it is intended to analyze that the consumer currently looks more for a celebrity's opinion on social media, than what is on the brand's websites or social media. This shows that the initial starting question has an affirmative answer, because an opinion leader is the form of marketing to advantage in today's market.
The growth of social media in everyday life has meant that the growth of brands in digital has also grown. For this reason, it became imperative that brands reinvented their advertising and how they could capture more audience. Thus, there was an adaptation on the part of digital communication agencies, and for this, these entities, instead of using their traditional methods, began to use the power of social networks and the impact of influencers to reach the public. This bet by the brands is due to the followers and the reach that influencers, nowadays, have in digital. The main question then arises: are influencers central to the growth of brands? To reach a better conclusion, the type of influencer that works best in digital was also analyzed; what is the best platform to work on; and whether the influencer's opinion is more relevant than the information provided by the brand. Using three restaurants in the Lisbon area, Go Natural, Sauvage and Gardens, as the object of study, it is intended to understand how the partnerships contribute to the business. To get these answers, interviews will be conducted with the managers of the businesses and who work their advertising through digital influencers, and a questionnaire survey will be conducted with consumers and audience of digital influencers. Through the data collection tools used, it is intended to analyze that the consumer currently looks more for a celebrity's opinion on social media, than what is on the brand's websites or social media. This shows that the initial starting question has an affirmative answer, because an opinion leader is the form of marketing to advantage in today's market.
Descrição
Palavras-chave
Marketing Digital Redes Sociais Influenciadores Digitais Compras