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Publication
A influência das redes sociais na reputação das marcas de luxo no setor da perfumaria e cosmética
| Name: | Description: | Size: | Format: | |
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| 3.98 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente estudo explora a influência do marketing digital nas
redes sociais na reputação das marcas de luxo no setor da
perfumaria e cosmética, com especial foco na perceção da
Geração Z. Com base no modelo RepTrak®, foram exploradas
quatro dimensões principais da reputação corporativa: Produtos
e Serviços, Inovação, Governança e Responsabilidade Social. A
investigação seguiu uma abordagem quantitativa, através de um
questionário aplicado a consumidores portugueses desta geração.
Os resultados da pesquisa evidenciam que a transparência, a
comunicação ética e a responsabilidade social são fatores
determinantes para a reputação percebida, enquanto a frequência
de utilização das redes sociais não tem impacto relevante na
perceção de inovação das marcas de luxo neste setor.
Adicionalmente, os resultados indicam que as opiniões
partilhadas por outros utilizadores influenciam
significativamente a perceção de qualidade dos produtos.
Este estudo contribui para uma melhor compreensão do papel
estratégico das redes sociais na reputação das marcas de luxo em
ambientes digitais, salientando a importância de uma
comunicação autêntica, ética e social de modo a fortalecer a
relação com os consumidores mais jovens.
This study explores the influence of digital marketing on social media on the reputation of luxury brands in the perfume and cosmetics sector, with a particular focus on the perception of Generation Z. Based on the RepTrak® model, four main dimensions of corporate reputation were explored: Products and Services, Innovation, Governance, and Citizenship. The research followed a quantitative approach, using a questionnaire administered to Portuguese consumers of this generation. The results of the research show that transparency, ethical communication, and social responsibility are determining factors for perceived reputation, while the frequency of social media use has no significant impact on the perception of innovation of luxury brands in this sector. In addition, the results indicated that the opinions shared by other users significantly influence the perception of product quality. This study contributes to a better understanding of the strategic role of social media in the reputation of luxury brands in digital environments, highlighting the importance of authentic, ethical, and social responsible communication to strengthen the relationship with younger consumers.
This study explores the influence of digital marketing on social media on the reputation of luxury brands in the perfume and cosmetics sector, with a particular focus on the perception of Generation Z. Based on the RepTrak® model, four main dimensions of corporate reputation were explored: Products and Services, Innovation, Governance, and Citizenship. The research followed a quantitative approach, using a questionnaire administered to Portuguese consumers of this generation. The results of the research show that transparency, ethical communication, and social responsibility are determining factors for perceived reputation, while the frequency of social media use has no significant impact on the perception of innovation of luxury brands in this sector. In addition, the results indicated that the opinions shared by other users significantly influence the perception of product quality. This study contributes to a better understanding of the strategic role of social media in the reputation of luxury brands in digital environments, highlighting the importance of authentic, ethical, and social responsible communication to strengthen the relationship with younger consumers.
Description
Keywords
Marketing digital Redes sociais Reputação corporativa Marcas de luxo Geração Z