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Publication
A relação comercial a longo prazo entre marcas e influenciadores digitais
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| 18.91 MB | Adobe PDF |
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Abstract(s)
O mercado do influencer marketing é demasiado competitivo e cria, por isso uma necessidade por parte das marcas de mudar a sua estratégia, de modo a conseguirem tirar partido do poder dos influenciadores digitais e, consequentemente, conquistar os seguidores dos influenciadores enquanto consumidores.
A presente investigação tem como objetivo identificar as implicações da abordagem de uma marca trabalhar uma relação comercial com um influenciador digital a longo prazo, e conseguir identificar mais valias para casos semelhantes.
Com o objetivo de perceber o ponto de vista de cada um dos intervenientes - a marca, o influenciador e os seguidores -, foi utilizada uma metodologia mista, com recolha de dados qualitativos e quantitativos. Foram realizadas entrevistas às marcas Sumol e Clinique, e à influenciadora digital Bárbara Inês. Cumulativamente, foi realizado um inquérito por questionário a estudantes universitários. Através do cruzamento da informação e da análise de dados, é possíve concluir que para o desenvolvimento da relação de uma marca com os seguidores de um determinado influenciador digital implica o estabelecimento de uma relação comercial a longo prazo.
The market of influencer marketing is too competitive and therefore, creates a need for brands to change their strategy so that they can take advantage of the power of digital influencers and consequently conquer the influencers’ followers as consumers. The present research aims to identify the implications of the approach of a brand to work a commercial relationship with a long-term digital influencer and to be able to identify added value for similar cases. In order to perceive the point of view of each one of the intervenients - the brand, the influencer and the followers - a mixed methodology was used with qualitative and quantitative data collection. Interviews were conducted with the brands Sumol and Clinique, and with the digital influencer, Bárbara Inês. Cumulatively, a survey was conducted to university students. By crossing information and data analysis it’s possible to conclude that for the development of the relation of a brand with the followers of a certain digital influencer implies the establishment of a long-term commercial relationship.
The market of influencer marketing is too competitive and therefore, creates a need for brands to change their strategy so that they can take advantage of the power of digital influencers and consequently conquer the influencers’ followers as consumers. The present research aims to identify the implications of the approach of a brand to work a commercial relationship with a long-term digital influencer and to be able to identify added value for similar cases. In order to perceive the point of view of each one of the intervenients - the brand, the influencer and the followers - a mixed methodology was used with qualitative and quantitative data collection. Interviews were conducted with the brands Sumol and Clinique, and with the digital influencer, Bárbara Inês. Cumulatively, a survey was conducted to university students. By crossing information and data analysis it’s possible to conclude that for the development of the relation of a brand with the followers of a certain digital influencer implies the establishment of a long-term commercial relationship.
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Keywords
Marca Influenciadores digitais Seguidores Relação comercial a longo prazo