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Publication
A marca e o consumidor no Instagram: a estratégia de comunicação de dois projetos no universo português
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 21.71 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Numa era em constante mudança, na qual a experiência do consumidor tende a constituir-se enquanto prioridade e, elemento definidor da elaboração de estratégias de comunicação, as marcas sentem-se pressionadas a manterem-se atualizadas relativamente às tendências digitais. Nesse contexto tendem a procurar estabelecer uma comunicação que pareça transparente e clara, dada a exigência e
tendência interventiva do consumidor.
O objetivo deste estudo é o de entender de que forma é que as marcas,
inseridas no contexto português, poderão adaptar a sua estratégia de
comunicação no Instagram, de forma a criar uma comunidade de
marca em que o consumidor se sinta inserido. O enfoque recai sobre
marcas com um caráter sustentável, e uma preocupação visível com
o design das peças de comunicação, motivo pelo qual foram
escolhidas a Oiôba e a Ivory como casos de estudo.
A metodologia utilizada procura contribuir para entender não só o
ponto de vista das marcas, mas também do consumidor. Após uma
fase inicial de pesquisa e coleta de dados referentes às marcas, seguiu-se a de análise dos conteúdos nos media sociais, e entrevistas a representantes das marcas, e concluiu-se com um inquérito por
questionário ao consumidor.
Com base nos resultados obtidos, é possível compreender que a
estratégia de comunicação de uma marca no Instagram, para
transmitir ao consumidor um sentimento de pertença, deve mostrar-se alinhada com a essência da marca, com o interesse do seu público-alvo, e assentar na transparência.
In an era in constant change, in which the consumer experience tends to become a priority and a defining element in the elaboration of communication strategies, brands feel pressured to keep up to date with regard to digital trends. In this context, they tend to seek to establish communication that seems transparent and clear, given the demand and intervention tendencies of the consumer. This study aims to understand how brands, inserted in the Portuguese context, can adapt their communication strategy on Instagram to create a brand community in which the consumer feels included. The focus is on brands with a sustainable character, and a visible concern with the design of communication pieces, which is why Oiôba and Ivory were chosen as case studies. The methodology used seeks to contribute to understanding not only the point of view of the brands but also the consumer perspective. After an initial phase of research and data collection regarding the brands, there was an analysis of the contents on the social media stage and interviews with representatives of the brands, and it ended with a consumer questionnaire survey. Based on the results obtained, it’s possible to understand that the communication strategy of a brand on Instagram, in order to convey to the consumer a sense of belonging, must be aligned with the essence of the brand, with the interest of its target audience, and establish transparency.
In an era in constant change, in which the consumer experience tends to become a priority and a defining element in the elaboration of communication strategies, brands feel pressured to keep up to date with regard to digital trends. In this context, they tend to seek to establish communication that seems transparent and clear, given the demand and intervention tendencies of the consumer. This study aims to understand how brands, inserted in the Portuguese context, can adapt their communication strategy on Instagram to create a brand community in which the consumer feels included. The focus is on brands with a sustainable character, and a visible concern with the design of communication pieces, which is why Oiôba and Ivory were chosen as case studies. The methodology used seeks to contribute to understanding not only the point of view of the brands but also the consumer perspective. After an initial phase of research and data collection regarding the brands, there was an analysis of the contents on the social media stage and interviews with representatives of the brands, and it ended with a consumer questionnaire survey. Based on the results obtained, it’s possible to understand that the communication strategy of a brand on Instagram, in order to convey to the consumer a sense of belonging, must be aligned with the essence of the brand, with the interest of its target audience, and establish transparency.
Description
Keywords
Instagram Marcas Consumidor Estratégia de comunicação Marketing social Design de comunicação