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Publication
O impacto do design no TikTok nas vendas da Zara para a Geração Z
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| 1.54 MB | Adobe PDF | |||
| 199.94 KB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente investigação tem como objetivo perceber se, através
do Design, o TikTok é um canal ideal para vendas através do
Social Commerce, junto da geração Z. Segundo artigos da
Mckinsey & Company, na pandemia Covid-19, muitos
utilizadores das redes sociais sentiram a necessidade de fazer
compras online, por via das mesmas. Esta abordagem pretende
analisar se, após a pandemia, os utilizadores continuam a
adquirir os bens online e, paralelamente, se se continua a
observar potencial no Social Commerce. O TikTok foi lançado
em 2017 verificando-se, através dos dados do We Are Social,
uma evolução positiva em termos de utilizadores. Porém, sendo
esta plataforma uma ferramenta crucial para as empresas, é
necessário analisar os seus conteúdos de publicidade, o impacto
da sua visibilidade, os níveis de notoriedade conseguidos e os
resultados obtidos, para perceber se o Social Commerce
representa valor acrescentado para as organizações de âmbito
comercial. Nesta investigação serão utilizados dados
secundários suportados por via da revisão de literatura, no
sentido de perceber se existe potencial de negócio para a marca
Zara através do Social Commerce e, simultaneamente através
da obtenção de dados primários por via das respostas
conseguidas junto de um Focus Group, além de um inquérito
por questionário realizado junto dos utilizadores do TikTok da
geração Z, por forma a analisar as suas necessidades e futura
utilização desta mesma plataforma. As conclusões finais desta
investigação pretendem refletir as respostas à seguinte questão
de partida: “Será o TikTok um canal ideal de vendas para a
Zara, junto da geração Z?”.
The present approach aims to understand whether, through Design, TikTok is an ideal channel for sales through Social Commerce, to the generation Z. According to articles by Mckinsey & Company, in the Covid-19 pandemic, many users of sociais networks had the opportunity and the need to shop online, through them. This approach intends to analyze whether, after the pandemic, users continue to purchase goods online and at the same time, whether Social Commerce continues to have potential. TikTok was launched in 2017 and, through data from We Are Social, there is a positive evolution in terms of users in the social media networks. However, as this platform is a fundamental tool for companies, it is necessary to analyze its content publicity, visibility impact, notoriety levels and its results to understand whether Social Commerce represents added value for them. In this approach, secondary data will be used via a literature review, in order to understand the potential business for Zara, through Social Commerce and, simultaneously, through primary data via a Focus Group answers, and a survey of tiktok users in the generation Z, in order to analyze their needs and future use of this same platform. The future conclusions of this study intend to reflect by answering the following starting question: “Will TikTok be an ideal channel for Zara’s sales, with generation Z?”.
The present approach aims to understand whether, through Design, TikTok is an ideal channel for sales through Social Commerce, to the generation Z. According to articles by Mckinsey & Company, in the Covid-19 pandemic, many users of sociais networks had the opportunity and the need to shop online, through them. This approach intends to analyze whether, after the pandemic, users continue to purchase goods online and at the same time, whether Social Commerce continues to have potential. TikTok was launched in 2017 and, through data from We Are Social, there is a positive evolution in terms of users in the social media networks. However, as this platform is a fundamental tool for companies, it is necessary to analyze its content publicity, visibility impact, notoriety levels and its results to understand whether Social Commerce represents added value for them. In this approach, secondary data will be used via a literature review, in order to understand the potential business for Zara, through Social Commerce and, simultaneously, through primary data via a Focus Group answers, and a survey of tiktok users in the generation Z, in order to analyze their needs and future use of this same platform. The future conclusions of this study intend to reflect by answering the following starting question: “Will TikTok be an ideal channel for Zara’s sales, with generation Z?”.
Description
Keywords
Social commerce TtikTok Geração Z Fashion business