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Publication
O impacto do marketing de redes sociais no brand awareness das marcas de moda em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.29 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Na última década, o uso de redes sociais por empresas e
consumidores tem aumentado. Todavia, não há uma
estrutura abrangente, nem uma definição clara, que oriente
a integração das redes sociais nas estratégias de marketing
permitindo uma compreensão rigorosa da natureza, e do
papel, destas estratégias. Este desafio, coexiste com a
necessidade central das empresas de criar relações valiosas
com os consumidores, o que requer uma análise mais
profunda das métricas de mindset. Neste contexto, o brand
awareness – lembrança de determinada marca na mente do
consumidor –, destaca-se como métrica fundamental.
Esta pesquisa investiga o impacto do marketing de redes
sociais no brand awareness de marcas de moda em
Portugal. Estas, têm aproveitado as redes sociais como
ferramenta estratégica para aumentar a sua visibilidade, e
promover o reconhecimento. Assim, é analisado como estas
estratégias afetam o brand awareness, explorando as táticas
e canais utilizados para alcançar os consumidores.
O estudo é contextualizado na evolução mais ampla do
marketing nas redes sociais, simbolizando uma contribuição
original para o campo do marketing e da gestão.
Foi utilizada uma metodologia de estudo de caso,
combinando análise qualitativa e quantitativa, através de
questionários e entrevista. É esperada a identificação de
estratégias de marketing de redes sociais que aumentem o
brand awareness, aprimorando as práticas das marcas neste
contexto.
Em suma, é explorado o impacto das estratégias de
marketing de redes sociais no reconhecimento e na presença
das marcas na mente dos consumidores, oferecendo insights
valiosos para a indústria e contribuindo para o avanço do
conhecimento em Marketing e Gestão.
Over the past decade, the use of social media by both companies and consumers has seen a significant increase. Nevertheless, a comprehensive framework and a clear definition to guide the integration of social media into marketing strategies, allowing for a rigorous understanding of the nature and role of these strategies, remain absent. This challenge is coupled with businesses' central imperative to establish valuable relationships with consumers, necessitating a more in-depth exploration of mindset metrics. In this context, brand awareness – the recollection of a specific brand in a consumer's mind – emerges as a pivotal metric. This research explores the impact of social media marketing on the brand awareness of fashion brands in Portugal. Fashion brands have leveraged social media as a strategic tool to bolster their visibility and foster recognition. Consequently, we scrutinize how these strategies influence brand awareness, exploring the tactics and channels employed to engage consumers. The study is embedded within the broader landscape of social media marketing's evolution, symbolizing an original contribution to the fields of marketing and management. We employed a case study methodology, merging qualitative and quantitative analysis through questionnaires and interviews. We anticipate identifying social media marketing strategies that enhance brand awareness, thereby refining the practices of brands in this context. In conclusion, we probe into the impact of social media marketing strategies on brand recognition and presence in the minds of consumers, proffering valuable insights into the industry and bolstering the advancement of knowledge in Marketing and Management.
Over the past decade, the use of social media by both companies and consumers has seen a significant increase. Nevertheless, a comprehensive framework and a clear definition to guide the integration of social media into marketing strategies, allowing for a rigorous understanding of the nature and role of these strategies, remain absent. This challenge is coupled with businesses' central imperative to establish valuable relationships with consumers, necessitating a more in-depth exploration of mindset metrics. In this context, brand awareness – the recollection of a specific brand in a consumer's mind – emerges as a pivotal metric. This research explores the impact of social media marketing on the brand awareness of fashion brands in Portugal. Fashion brands have leveraged social media as a strategic tool to bolster their visibility and foster recognition. Consequently, we scrutinize how these strategies influence brand awareness, exploring the tactics and channels employed to engage consumers. The study is embedded within the broader landscape of social media marketing's evolution, symbolizing an original contribution to the fields of marketing and management. We employed a case study methodology, merging qualitative and quantitative analysis through questionnaires and interviews. We anticipate identifying social media marketing strategies that enhance brand awareness, thereby refining the practices of brands in this context. In conclusion, we probe into the impact of social media marketing strategies on brand recognition and presence in the minds of consumers, proffering valuable insights into the industry and bolstering the advancement of knowledge in Marketing and Management.
Description
Keywords
Brand awareness Social media marketing Moda