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Publication
Imagem de marca no setor da moda: a influência das features do Instagram no customer brand engagement
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| 1.11 MB | Adobe PDF |
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Abstract(s)
Perante a atual era digital, os profissionais de marketing procuram novas estratégias que permitam manter uma forte ligação entre as marcas e os seus consumidores nas redes sociais. Neste contexto, o Instagram assume um papel de destaque no âmbito da comunicação das marcas de moda. É neste enquadramento que se insere a presente investigação, cujo objetivo principal é analisar a influência da imagem de marca no customer brand engagement e avaliar o efeito moderador das features do Instagram nessa relação. Para tal, adotou-se uma metodologia quantitativa, recorrendo a um questionário online dirigido a utilizadores da rede social Instagram, que seguissem pelo menos uma marca de moda. Foram recolhidas 303 respostas no total, das quais apenas 195 eram válidas. Os resultados desta dissertação confirmam que a imagem de marca exerce um impacto positivo no customer brand engagement, assim como evidenciam um efeito moderador significativo e positivo das features do Instagram nessa relação. Para além de contribuir para o enriquecimento da literatura académica, esta investigação visa ser relevante para os profissionais de marketing das marcas de moda, contribuindo para o desenvolvimento e otimização das estratégias que visam fortalecer a sua imagem de marca e aumentar o customer brand engagement.
In the current digital era, marketing professionals seek new strategies to maintain a strong connection between brands and their consumers on social media. Within this context, Instagram stands out as one of the most relevant platforms for fashion-brand communication. This study aims to examine the influence of brand image on customer brand engagement and to evaluate the moderating effect of Instagram’s features on this relationship. A quantitative methodology was adopted, using an online questionnaire administered to Instagram users who followed at least one fashion brand. A total of 303 responses were collected, of which 195 were deemed valid. The results confirm that brand image has a positive impact on customer brand engagement and reveal a significant, positive moderating effect of Instagram’s features on this relationship. In addition to enriching the academic literature, this research offers practical insights for fashion-brand marketers, contributing to the development and optimization of strategies designed to strengthen brand image and enhance customer brand engagement.
In the current digital era, marketing professionals seek new strategies to maintain a strong connection between brands and their consumers on social media. Within this context, Instagram stands out as one of the most relevant platforms for fashion-brand communication. This study aims to examine the influence of brand image on customer brand engagement and to evaluate the moderating effect of Instagram’s features on this relationship. A quantitative methodology was adopted, using an online questionnaire administered to Instagram users who followed at least one fashion brand. A total of 303 responses were collected, of which 195 were deemed valid. The results confirm that brand image has a positive impact on customer brand engagement and reveal a significant, positive moderating effect of Instagram’s features on this relationship. In addition to enriching the academic literature, this research offers practical insights for fashion-brand marketers, contributing to the development and optimization of strategies designed to strengthen brand image and enhance customer brand engagement.
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Keywords
Imagem de marca Marcas de moda Customer brand engagement Marketing de redes sociais Instagram