Loading...
Publication
Estratégia de marketing de conteúdo nas redes sociais: estudo de marcas de joalharia portuguesas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 16.89 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O marketing ao longo dos tempos acompanhou a evolução da tecnologia, bem como o
desenvolvimento progressivo dos métodos de comunicação da informação. Transitou de
uma comunicação em massa para um tipo de comunicação segmentada. As marcas agora
verificam a importância de estar no mesmo nível dos consumidores, promovendo uma
comunicação mais direcionada. Por meio das plataformas digitais, as marcas
disponibilizam conteúdo, através de um ambiente mais recetivo e interativo para os
consumidores compartilharem opiniões sobre as suas marcas e produtos. Considerando o
fenómeno descrito acima, esta investigação procura analisar o setor de joalharia em
Portugal. Esse tipo de análise é relevante, devido à forte componente histórica de
produção manual e artesãos de joias. Este estudo procura entender o impacto da evolução
dos métodos de comunicação neste setor. Esta investigação tem como objetivo responder
à seguinte pergunta: Quais são as estratégias de marketing de conteúdo adotadas pelas
marcas de joias em Portugal? Além da pergunta acima, esta investigação procura entender
de que forma o marketing de conteúdo é criado, preparado e entregue às plataformas
digitais, como Facebook e Instagram, para três marcas de joalharia em Portugal. Os
resultados mostraram que as marcas ainda valorizam a existência de lojas físicas, no
entanto, reconhecem que as redes sociais oferecem um suporte sustentável para as marcas
através da exposição e notoriedade. A utilização do marketing de conteúdo em Portugal
ainda está em fase embrionária, uma vez que não compreendem claramente qual é o
objetivo a que a marca se propõe e quem é o seu público-alvo. Contudo, as tendências
atuais mostram que as marcas estão a adotar progressivamente ferramentas modernas de
comunicação com os consumidores, como é o exemplo do WhatsApp. Nesta dissertação,
foi realizada uma investigação qualitativa descritiva, que procura relatar um fenómeno
por meio de entrevistas semiestruturadas, onde a aquisição dos dados foi baseada na
análise de conteúdo.
Marketing throughout times has followed the evolution of technology, as well the progressive development of methods of information communication. Transitioned from a mass media to a custom-tailored type of communication. Brands now acknowledge the value of being at the same level of the consumers by promoting a more targeted communication. Through the digital platforms brands make content available, creating a more receptive and interactive atmosphere for consumers to share opinions about their brands and products. Considering the described above phenomenon, this investigation attempts to analyze the jewelry sector in Portugal. This type of analysis is relevant, because of the rich history of craftsmen and jewelry manual production in the region. This study attempts to understand the impact of the evolution of communication methods in this sector. This investigation attempts to answer the following question: what are the content marketing strategies adopted by jewelry brands in Portugal? In addition to the above question, this investigation attempts to understand in what way content marketing is created, prepared and delivered to the digital platforms such as Facebook and Instagram for three jewelry brands in Portugal. Results have shown that brands still value the existence of a physical shops however, they still acknowledge that social networking provides a sustainable support for the brands through the exposure and notoriety it provides. The usage of content marketing in Portugal is still in an embryonic phase as they lack a clear understanding of what their brand objective and who their target audience is. On the contrary, current trends show that brands are slowly adopting modern tools of communication with the consumers such has WhatsApp. In this dissertation, a qualitative and descriptive investigation was carried out, which seeks to report a phenomenon by conducting semi-structured interviews, where data acquisition was based on content analysis.
Marketing throughout times has followed the evolution of technology, as well the progressive development of methods of information communication. Transitioned from a mass media to a custom-tailored type of communication. Brands now acknowledge the value of being at the same level of the consumers by promoting a more targeted communication. Through the digital platforms brands make content available, creating a more receptive and interactive atmosphere for consumers to share opinions about their brands and products. Considering the described above phenomenon, this investigation attempts to analyze the jewelry sector in Portugal. This type of analysis is relevant, because of the rich history of craftsmen and jewelry manual production in the region. This study attempts to understand the impact of the evolution of communication methods in this sector. This investigation attempts to answer the following question: what are the content marketing strategies adopted by jewelry brands in Portugal? In addition to the above question, this investigation attempts to understand in what way content marketing is created, prepared and delivered to the digital platforms such as Facebook and Instagram for three jewelry brands in Portugal. Results have shown that brands still value the existence of a physical shops however, they still acknowledge that social networking provides a sustainable support for the brands through the exposure and notoriety it provides. The usage of content marketing in Portugal is still in an embryonic phase as they lack a clear understanding of what their brand objective and who their target audience is. On the contrary, current trends show that brands are slowly adopting modern tools of communication with the consumers such has WhatsApp. In this dissertation, a qualitative and descriptive investigation was carried out, which seeks to report a phenomenon by conducting semi-structured interviews, where data acquisition was based on content analysis.
Description
Keywords
Marketing Digital Valor Percecionado Notoriedade da Marca Estratégia de Marketing de Conteúdos