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Publication
Determinantes do papel do Manager no êxito de um influencer
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.33 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O desenvolvimento das plataformas digitais, especialmente o das
redes sociais, permitiu dar voz às marcas através da ação dos
influencers. A par da relevância crescente dos influencers
surgem os influencers managers, profissionais competentes,
com a capacidade de organizar e proporcionar respostas face às
solicitações das marcas e dos influencers. As marcas, por sua
vez, assumem-se como o elo de ligação com o influencer,
garantindo o cumprimento contratualizado. No desempenho da
sua atividade profissional, os influencer managers podem atuar
como coaches e mentores em relação aos influencers. A
dualidade de funções inerentes de influencer managers assegura
o sucesso das campanhas. Optou-se por uma metodologia
qualitativa interpretativa, baseada na experiência profissional da
investigadora enquanto influencer manager. Participaram, neste
estudo, três influencer managers com percursos profissionais
diferenciados e uma das influencers de referência em Portugal,
que junta com êxito a venda online de produtos de lifestyle. Os
dados foram recolhidos através de entrevistas semiestruturadas,
observação participada e direta, sendo sujeitas a uma análise de
conteúdo. Os resultados obtidos apontam para o papel
determinante do influencer manager no sucesso do influencer,
pois, se o ponto de partida são as qualidades do influencer, este
será melhor sucedido se tiver o suporte de um manager com
competências adequadas, que o represente junto das marcas, que
invista nos seus projetos e que implemente um plano adequado à
ambição da sua carreira.
The development of digital platforms, especially social networks, allowed brands to be offered a voice through the action of influencers. Alongside the growing relevance of influencers, influencer managers emerge as competent professionals with the ability to organize and provide answers to the requests of both brands and influencers. Brands in turn act as the link with the influencer, ensuring contractual compliance. In carrying out their professional activity, influencer managers can act as coaches and mentors with influencers. This duality of roles of influencer managers ensures the success of campaigns. An interpretive qualitative methodology was chosen, in which the author, as an influencer manager herself, integrates the context she investigates. For this study three influencer managers with different professional backgrounds were asked to participate, one of which is a reference in the field in Portugal and successfully joining the online sale of lifestyle products. Data was collected through semi-structured interviews, participatory and direct observation, being subjected to content analysis. The results obtained point to the determinant role of the influencer manager in the influencer's success, because if the starting point is the influencer's qualities, influencers will be more successful if the support of a manager with adequate skills is available, who represents them with the brands, to invest in their projects and to implement a plan suited to their career ambitions.
The development of digital platforms, especially social networks, allowed brands to be offered a voice through the action of influencers. Alongside the growing relevance of influencers, influencer managers emerge as competent professionals with the ability to organize and provide answers to the requests of both brands and influencers. Brands in turn act as the link with the influencer, ensuring contractual compliance. In carrying out their professional activity, influencer managers can act as coaches and mentors with influencers. This duality of roles of influencer managers ensures the success of campaigns. An interpretive qualitative methodology was chosen, in which the author, as an influencer manager herself, integrates the context she investigates. For this study three influencer managers with different professional backgrounds were asked to participate, one of which is a reference in the field in Portugal and successfully joining the online sale of lifestyle products. Data was collected through semi-structured interviews, participatory and direct observation, being subjected to content analysis. The results obtained point to the determinant role of the influencer manager in the influencer's success, because if the starting point is the influencer's qualities, influencers will be more successful if the support of a manager with adequate skills is available, who represents them with the brands, to invest in their projects and to implement a plan suited to their career ambitions.
Description
Keywords
Ecommerce Redes Sociais Influencer Manager Influencer