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Publication
O papel do Marketing Digital no comportamento do consumidor da moda de luxo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.19 MB | Adobe PDF |
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Abstract(s)
O luxo associa-se à procura do prazer pessoal no qual o principal divulgador das marcas de luxo são os consumidores, contudo têm também a ajuda dos influenciadores que, são fundamentais pois transmitem as suas experiências, opiniões e recomendações aos seus seguidores, sendo credíveis e, possuindo de uma grande influência social. Porém, as marcas têm de acompanhar as constantes mudanças no mercado de maneira a contribuírem para o processo de decisão de compra dos seus clientes. Assim, neste tipo de mercado, os consumidores são muito mais rígidos devido ao valor que as marcas representam nas suas mentes, sendo vistas com características associadas à qualidade, exclusividade e à durabilidade. O objetivo principal desta dissertação é compreendera importância do marketing digital, e como este consegue influenciar o comportamento do consumidor.
Luxury is a associated with the pursuit of personal pleasure, wherein consumers play a key role as the main promoters of luxury brands. However, they also receive assistance from influencers who are crucial in conveying their experiences, opinions, and recommendations to their followers, being perceived as credible and possessing significant social influence. Nevertheless, brands must keep up with the constant changes in the market in order to influence their customers purchasing decisions. In this type of markek, consumers are much more discerning due to the value that brands represente in their minds, being perceived as possessing qualities such as quality, exclusivity and durability. The main objective of this dissertation is to understand the importance of digital marketing and how it contributes to the prominence of luxury fashion.
Luxury is a associated with the pursuit of personal pleasure, wherein consumers play a key role as the main promoters of luxury brands. However, they also receive assistance from influencers who are crucial in conveying their experiences, opinions, and recommendations to their followers, being perceived as credible and possessing significant social influence. Nevertheless, brands must keep up with the constant changes in the market in order to influence their customers purchasing decisions. In this type of markek, consumers are much more discerning due to the value that brands represente in their minds, being perceived as possessing qualities such as quality, exclusivity and durability. The main objective of this dissertation is to understand the importance of digital marketing and how it contributes to the prominence of luxury fashion.
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Keywords
Luxo Influenciadores Influência social Valor da marca Decisão de compra