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Publication
Colaborações entre marcas de beleza e influenciadores e seu impacto na brand equity
Authors
Abstract(s)
O ser humano é um animal social e, portanto, vive em grupos ou comunidades. Por sua natureza, ele observa comportamentos consciente ou inconscientemente com finalidade de, por exemplo, buscar aprovação ou facilitar decisões. Pessoas influentes dentro de um grupo ou comunidade são chamadas líderes de opinião e são responsáveis por altos níveis de influência dentro dos grupos. Isto também é válido para o ambiente digital, onde surge o termo digital influencer. Embora o celebrity endorsement fosse mais comumente utilizado pelas marcas para gerar influência, através da web 2.0 transformou o consumidor também em um produtor de conteúdo, o que fez surgir estes novos influenciadores. As marcas de beleza, ou beauty brands se enquadram como grandes adeptas da utilização de divulgação por digital influencers. Os resultados destas parcerias vão além de um possível aumento das vendas, mas atingem também o valor de marca (brand equity). Considerando o Instagram como ambiente de pesquisa, este trabalho buscou identificar o impacto de parcerias entre beauty brands e influencers. A pesquisa foi realizada através de estudos de caso e é, portanto, qualitativa. Através da análise de três colaborações (MAC Cosmetics e Patrick Starrr, Colourpop e Bretman Rock, Anastasia Beverly Hills e Amrezy) buscou-se reconhecer e descrever o problema com a finalidade de realizar contribuições ao tema. Por meio de métricas como likes, followers e engagement rate, foi possível avaliar o impacto na brand equity.
The human being is a social animal and therefore lives in groups or communities. By its nature, it observes behaviors consciously or unconsciously with purpose of, for example, looking for approval or to facilitate decisions. Influential people within a group or community are called opinion leaders and are responsible for high levels of influence within groups. This is also true for the digital environment, where the term digital influencer arises. Although celebrity endorsement was most commonly used by brands to generate influence, through web 2.0 it has also transformed the consumer into a content producer, which has given rise to these new influencers. The beauty brands, or beauty brands are categorized as great adepts of the use of advertising by digital influencers. The results of these partnerships go beyond a possible increase in sales, but also reach brand equity. Considering Instagram as a research environment, this work sought to identify the impact of partnerships between beauty brands and influencers. The research was carried out through case studies and is therefore qualitative. Through the analysis of three collaborations (MAC Cosmetics and Patrick Starrr, Colourpop and Bretman Rock, Anastasia Beverly Hills and Amrezy), and sought to recognize and describe the problem in order to contribute to the theme. Through metrics such as likes, followers and engagement rate, it was possible to evaluate the impact on brand equity.
The human being is a social animal and therefore lives in groups or communities. By its nature, it observes behaviors consciously or unconsciously with purpose of, for example, looking for approval or to facilitate decisions. Influential people within a group or community are called opinion leaders and are responsible for high levels of influence within groups. This is also true for the digital environment, where the term digital influencer arises. Although celebrity endorsement was most commonly used by brands to generate influence, through web 2.0 it has also transformed the consumer into a content producer, which has given rise to these new influencers. The beauty brands, or beauty brands are categorized as great adepts of the use of advertising by digital influencers. The results of these partnerships go beyond a possible increase in sales, but also reach brand equity. Considering Instagram as a research environment, this work sought to identify the impact of partnerships between beauty brands and influencers. The research was carried out through case studies and is therefore qualitative. Through the analysis of three collaborations (MAC Cosmetics and Patrick Starrr, Colourpop and Bretman Rock, Anastasia Beverly Hills and Amrezy), and sought to recognize and describe the problem in order to contribute to the theme. Through metrics such as likes, followers and engagement rate, it was possible to evaluate the impact on brand equity.
Description
Keywords
Gestão do design Branding Brand equity Social media Influenciadores digitais Marcas de beleza