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Publication
O papel dos Social Media Influencers na ativação de marca: Caso Mini
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 23.84 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O objetivo deste relatório é analisar o papel dos Social Media Influencers na
ativação de marca, com especial incidência no caso da Mini, onde durante o
estágio na JD Young & Associates– Agência de Comunicação e Marketing, do
grupo YoungNetwork assumi diversas responsabilidades.
Estamos perante uma nova vaga em que os social media são como a refeição
quotidiana de quase todos. Levamos os nossos telefones a todos os lugares que
vamos e mesmo que estejamos a fazer algo, tendemos a verificar os nossos
telemóveis frequentemente.
É por este motivo que as organizações hoje em dia usam esse meio para
promover os seus produtos ou serviços e ganhar a confiança das pessoas,
sobretudo através do social media influencers.
Face ao referido, desenvolve-se uma revisão da literatura onde são abordados
conceitos-chave ao relatório: marca; ativação de marca; comunicação digital;
social media; influence marketing; social media influencers.
A natureza do projeto envolve uma metodologia assente nos dados quantitativos,
recolhidos no estágio.
Foi desenvolvido um Roadshow, com várias viaturas da marca Mini, presente em
5 cidades. Analisam-se, no presente trabalho, os resultados provenientes da
publicidade feita pelos social media influencers de cada cidade.
O trabalho termina com uma conclusão sobre as implicações do trabalho, bem
como recomendações futuras.
The purpose of this report is to analyze the role of Social Media Influencers in brand activation, with special focus on the case of Mini, where during the internship at YoungNetwork Group I took several responsibilities. We are facing a new wave where the social media is like the daily meal of almost everyone. We take our phones everywhere we go and even though we're doing something, we often tend to check our phones. It is for this reason that organizations nowadays use this way to promote their products or services and gain the trust of people, especially through social media influencers. Therefore, a literature review is developed where key concepts are broach to the report: brand; brand activation; digital communication; social media; influence marketing; social media influencers. The nature of the project involves a methodology based on the quantitative data collected at the internship. It was developed a Roadshow, with several cars of the brand Mini, present in 5 cities. The results of the publicity, made by the social media influencers, of each city, are analyzed in the present study. The paper ends with a conclusion about the implications of the paper as well as future recommendations.
The purpose of this report is to analyze the role of Social Media Influencers in brand activation, with special focus on the case of Mini, where during the internship at YoungNetwork Group I took several responsibilities. We are facing a new wave where the social media is like the daily meal of almost everyone. We take our phones everywhere we go and even though we're doing something, we often tend to check our phones. It is for this reason that organizations nowadays use this way to promote their products or services and gain the trust of people, especially through social media influencers. Therefore, a literature review is developed where key concepts are broach to the report: brand; brand activation; digital communication; social media; influence marketing; social media influencers. The nature of the project involves a methodology based on the quantitative data collected at the internship. It was developed a Roadshow, with several cars of the brand Mini, present in 5 cities. The results of the publicity, made by the social media influencers, of each city, are analyzed in the present study. The paper ends with a conclusion about the implications of the paper as well as future recommendations.
Description
Keywords
Marca Ativação de Marca Comunicação Digital Social Media Influence Marketing Social Media Influencers