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Publication
A influência das redes sociais na jornada do consumidor: o setor da moda portuguesa
| Name: | Description: | Size: | Format: | |
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| 1.96 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As redes sociais acrescentaram um novo ponto digital de comunicação entre as empresas e os seus clientes. Desta forma, surgem mais oportunidades estratégicas para aumentar as vendas, tendo em conta a jornada do consumidor. Dentro do setor da moda, os utilizadores passam horas diárias a analisar as novas tendências, a interagir com outros utilizadores e a partilhar as suas experiências de compra, influenciando potenciais compradores.
Esta investigação tem como objetivo responder à seguinte questão “Como é que a presença das marcas de moda portuguesas nas redes sociais, influencia o processo de decisão de compra?”. Para responder a esta questão, foi realizada uma revisão sistemática da literatura com base na revisão de Ajiboye et al. (2019) com o objetivo de extrair os resultados relevantes dos artigos e entender quais os principais fatores que influenciam a jornada do consumidor nas redes sociais. Através dos estudos analisados, chegou-se à conclusão de que os fatores mais relevantes que influenciam a jornada do consumidor são o electronic Word-of-Mouth (eWoM), a Qualidade do Conteúdo e a Lealdade. O estudo será abordado tendo em conta os utilizadores de diferentes redes socais nomeadamente, o Facebook, Instagram e Pinterest.
Social media has added a new digital point of communication between companies and their customers. In this way, more strategic opportunities arise to increase sales, considering the consumer's journey. Within the fashion sector, users spend hours a day analysing new trends, interacting with other users and sharing their shopping experiences, influencing potential customers. This investigation aims to answer the following question “How does the presence of Portuguese fashion brands on social media influence the customer journey?”. To answer this question, a systematic literature review was performed based on the review by Ajiboye et al. (2019) in order to extract the relevant results from the articles and understand the main factors that influence the consumer journey on social networks. Through the analysed studies, it was possible to conclude that the most relevant factors are the electronic Word-of-Mouth (eWoM), Content Quality and Loyalty. The study will be approached considering users of different social networks, namely, Facebook, Instagram, and Pinterest.
Social media has added a new digital point of communication between companies and their customers. In this way, more strategic opportunities arise to increase sales, considering the consumer's journey. Within the fashion sector, users spend hours a day analysing new trends, interacting with other users and sharing their shopping experiences, influencing potential customers. This investigation aims to answer the following question “How does the presence of Portuguese fashion brands on social media influence the customer journey?”. To answer this question, a systematic literature review was performed based on the review by Ajiboye et al. (2019) in order to extract the relevant results from the articles and understand the main factors that influence the consumer journey on social networks. Through the analysed studies, it was possible to conclude that the most relevant factors are the electronic Word-of-Mouth (eWoM), Content Quality and Loyalty. The study will be approached considering users of different social networks, namely, Facebook, Instagram, and Pinterest.
Description
Keywords
Redes Sociais Jornada do Consumidor eWOM Conteúdo Lealdade Moda