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Publication
Estratégias de marketing digital na indústria da moda: um estudo de caso da Balenciaga e das suas colaborações
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 12.57 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No contexto da transformação digital, que é sentida
atualmente, são múltiplas as alterações observadas, tanto a
nível do consumidor, como das marcas. Para estas últimas,
independentemente do setor em que estão inseridas, é
necessária a utilização adequada das estratégias
disponíveis de modo a, não só influenciar as decisões dos
consumidores, mas também para conseguir conquistar a
sua confiança e, consequentemente, a sua fidelização. O
consumidor neste contexto, é informado, tem um
comportamento de compra responsável, e consegue obter
mais poder de compra em relação à marca, podendo, por
vezes, ter uma participação ativa ao longo do processo de
negócio. Este trabalho de investigação pretende estudar as
estratégias de marketing digital que existem e como as
mesmas são utilizadas na indústria da moda. No
documento, é adotada uma abordagem mista, usufruindo
de métodos qualitativos como a entrevista e o estudo de
caso, e de métodos quantitativos, como o questionário
online.
In the context of digital transformation, which is currently felt, there are many changes observed, both at the consumer level and at the brand level. For the latter, regardless of the sector in which they are inserted, it is necessary the appropriate use of available strategies in order to not only influence the consumers' decisions, but also to win their trust and, consequently, their loyalty. The consumer in this context is informed, has a social and responsible buying behavior, is able to obtain more purchasing power in relation to the brand, and may sometimes have an active participation throughout the business process. This research paper aims to study the digital marketing strategies that exist and how they are used in the fashion industry. In the paper, a mixed approach is adopted, using qualitative methods, such as the interview and the case study, and quantitative methods, such as the online questionnaire.
In the context of digital transformation, which is currently felt, there are many changes observed, both at the consumer level and at the brand level. For the latter, regardless of the sector in which they are inserted, it is necessary the appropriate use of available strategies in order to not only influence the consumers' decisions, but also to win their trust and, consequently, their loyalty. The consumer in this context is informed, has a social and responsible buying behavior, is able to obtain more purchasing power in relation to the brand, and may sometimes have an active participation throughout the business process. This research paper aims to study the digital marketing strategies that exist and how they are used in the fashion industry. In the paper, a mixed approach is adopted, using qualitative methods, such as the interview and the case study, and quantitative methods, such as the online questionnaire.
Description
Keywords
Marketing digital Indústria da moda Setor de luxo Colaborações Balenciaga