Loading...
Publication
Blogs de Moda - os novos social media influencers e o impacto que estes criam na estratégia de comunicação das marcas
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 16.3 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Sempre foi conhecido que o boca-a-boca entre os consumidores, é percebido pelos mesmos como uma
opinião ou publicidade mais credível. Com a emergência da internet e das redes sociais as opiniões que
os consumidores partilham sobre marcas, produtos e serviços alcançou uma escala diferente.
Potenciadora e mais impactante para as marcas e para os consumidores. O boca-a-boca, Buzz Marketing
ou Marketing de Influência são ferramentas de marketing extremamente poderosas, quando bem
direcionadas. A internet e os influenciadores digitais ampliaram a velocidade com que as mensagens são
difundidas e ofereceu às marcas a possibilidade de alcançarem melhor o seu público e de se
transformarem numa marca mais “confiável” uma vez, que a mensagem é transmitida de consumidor
para consumidor, pois o impacto da recomendação de um consumidor é mais eficaz e forte do que as
mensagens que são transmitidas pelas marcas.
Neste sentido, e mantendo o foco sobre os blogs de moda, como influenciadores digitais, a investigação
tem como finalidade perceber como é que os novos social media influencers impactam com a estratégia
de comunicação das marcas.
Para este fim, realizou-se um estudo de caso à marca de cosméticos The Body Shop, pertencente à
L'Oréal Group. A nível metodológico este estudo é composto por métodos qualitativos (foram realizadas
três entrevistas semiestruturadas aos players que atuam nesta área do mercado, Joana Silva, responsável
de RP e Marketing Digital da marca Body Shop, Roberto Gomes, fundador da We Can Fly e Joana
Carreira, autora do blog Sketchooksix) e quantitativos, através de um inquérito por questionário dividido
em sete grupos, direcionado a todas as pessoas com interesse em moda. O cruzamento da informação e a
análise dos resultados, permitiu concluir que: (i) os blogs de moda influenciam a decisão de compra do
consumidor; (ii) perceber que quando a informação de um blog é especializada e de qualidade, influência
a decisão de compra do consumidor; (iii) concluir que a presença das marcas em blogs de moda
influência a opinião do consumidor sobre as marcas; (iv) confirmar que as marcas de moda beneficiam
estrategicamente com a sua presença em blogs de moda.
It was always known that word-of-mouth among consumers, is perceived by them as an opinion or more credible advertising. With the emergence of the Internet and social networks the opinions that consumers sharing about brands, products and services reached a different scale. Enhancer and more impactful for brands and consumers. The Word-of-Mouth, Buzz Marketing or Influence Marketing are extremely powerful marketing tools, when properly directed. The internet and digital influencers increased the speed with which messages are broadcast and offered to brands the ability to best reach your audience and of becoming a brand more "reliable" once, the message is passed from consumer to consumer. Because the impact of the recommendation of a consumer is more effective and stronger than the messages that are transmitted by the brands. In this sense and keeping the focus on fashion blogs such as digital influencers. The research aims to understand how the new social media influencers affects the communication strategy of the brands. To this end was made a case study to cosmetics brand The Body Shop, belonging to the L'Oréal Group. Methodologically this study consists of qualitative methods (there were three semi-structured interviews with players operating in this market area. Joana Silva, PR and Digital Marketing Manager for The Body Shop brand, Roberto Gomes, founder of We Can Fly and Joanna Carreira, Sketchooksix blog author) and quantitative through a questionnaire divided into seven groups, directed to all people with an interest in fashion. The intersection of information and analysis of the results, concluded that: (i) the fashion blogs influence the consumer's purchasing decision; (ii) realize that when information of a blog is specialized and quality, influence consumer purchasing decisions; (iii) conclude that the presence of brands in fashion blogs influence consumer opinion about brands; (iv) confirm that fashion brands strategically benefiting from its presence in fashion blogs.
It was always known that word-of-mouth among consumers, is perceived by them as an opinion or more credible advertising. With the emergence of the Internet and social networks the opinions that consumers sharing about brands, products and services reached a different scale. Enhancer and more impactful for brands and consumers. The Word-of-Mouth, Buzz Marketing or Influence Marketing are extremely powerful marketing tools, when properly directed. The internet and digital influencers increased the speed with which messages are broadcast and offered to brands the ability to best reach your audience and of becoming a brand more "reliable" once, the message is passed from consumer to consumer. Because the impact of the recommendation of a consumer is more effective and stronger than the messages that are transmitted by the brands. In this sense and keeping the focus on fashion blogs such as digital influencers. The research aims to understand how the new social media influencers affects the communication strategy of the brands. To this end was made a case study to cosmetics brand The Body Shop, belonging to the L'Oréal Group. Methodologically this study consists of qualitative methods (there were three semi-structured interviews with players operating in this market area. Joana Silva, PR and Digital Marketing Manager for The Body Shop brand, Roberto Gomes, founder of We Can Fly and Joanna Carreira, Sketchooksix blog author) and quantitative through a questionnaire divided into seven groups, directed to all people with an interest in fashion. The intersection of information and analysis of the results, concluded that: (i) the fashion blogs influence the consumer's purchasing decision; (ii) realize that when information of a blog is specialized and quality, influence consumer purchasing decisions; (iii) conclude that the presence of brands in fashion blogs influence consumer opinion about brands; (iv) confirm that fashion brands strategically benefiting from its presence in fashion blogs.
Description
Keywords
Moda Web Cibercultura Social media influencer Electronic word-of-mouth Blog Marca Estratégia de comunicação