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Publication
Caso PROZIS: como uma marca foi alavancada através do digital
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| 2.18 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Nos últimos anos, o Marketing Tradicional deu origem ao
Marketing Digital, presenciando-se uma era em que a decisão de
compra dos consumidores reflete-se através do conteúdo que
estes consomem. O consumo está cada vez mais afetado pelas
partilhas online, sobretudo, pelas redes sociais como é o caso do
Instagram. É através deste que o Marketing de Influência e o
Marketing de Conteúdo têm vindo a sobressair-se no mercado
como estratégia de vendas de forma a que as marcas ganhem uma
maior notoriedade.
A presente investigação tem como intuito explorar como é que o
mercado se comporta face a estratégias como o Marketing de
Influência e o Marketing de Conteúdo, exemplificando com o
caso da marca Prozis. De um modo mais específico, pretende
investigar se efetivamente é possível uma marca construir-se
através do meio online e como a rede social Instagram pode
influenciar esse percurso. De modo a responder a tal desafio,
adotou-se um método qualitativo de colecta de dados apoiado em
entrevistas semi-estruturadas, tendo estas sido analisadas com
base no método Análise Temática.
Percebeu-se, portanto, que existe uma predominância online da
marca no Instagram paralelamente ao word of mouth como
veículo de comunicação; há uma complementaridade entre a
compra online e a compra tradicional (supermercado), onde um
canal não substitui o outro, vincando a necessidade de estratégias
omnichannel; e que subsiste uma decisão de compra apoiada em
nomes como @ruiunas e @carolinapatrocínio.
In recent years, Traditional Marketing was replaced by Digital Marketing, witnessing an era in which consumers' purchase decisions are reflected through the content they consume. Consumption is increasingly affected by online sharing, especially by social networks such as Instagram. It is through this that Influence Marketing and Content Marketing have been standing out in the market as a sales strategy, so that brands gain greater notoriety. This research aims to explore how the market behaves in relation to Influence Marketing and Content Marketing, exemplifying with the case of the Prozis brand. More specifically, it intends to investigate whether it is possible for a brand to be built through the online world and how the social network Instagram can take this path. In order to respond to this challenge, a qualitative method of data collection based on semi-structured recomposition was adopted, which were analyzed using the Thematic Analysis method. It was noticed, therefore, that there is an online predominance of the brand on Instagram, alongside the word of mouth as a communication vehicle; that there is a different balance and weighting between online purchase and traditional purchase (supermarket); and that a purchase decision remains supported by names such as @ruiunas and @carolinapatrocínio.
In recent years, Traditional Marketing was replaced by Digital Marketing, witnessing an era in which consumers' purchase decisions are reflected through the content they consume. Consumption is increasingly affected by online sharing, especially by social networks such as Instagram. It is through this that Influence Marketing and Content Marketing have been standing out in the market as a sales strategy, so that brands gain greater notoriety. This research aims to explore how the market behaves in relation to Influence Marketing and Content Marketing, exemplifying with the case of the Prozis brand. More specifically, it intends to investigate whether it is possible for a brand to be built through the online world and how the social network Instagram can take this path. In order to respond to this challenge, a qualitative method of data collection based on semi-structured recomposition was adopted, which were analyzed using the Thematic Analysis method. It was noticed, therefore, that there is an online predominance of the brand on Instagram, alongside the word of mouth as a communication vehicle; that there is a different balance and weighting between online purchase and traditional purchase (supermarket); and that a purchase decision remains supported by names such as @ruiunas and @carolinapatrocínio.
Description
Keywords
Marketing de influência Marketing de Conteúdo Instagram Influenciadores Digitais Prozis Análise Temática