| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3.28 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
De forma recorrente, tem-se assistido à crescente flutuação dos hábitos de consumo, e consequente impacto na forma como as marcas comunicam com os seus consumidores. Com o crescimento exponencial da esfera digital, surgem novas formas de diálogo e de partilha de conteúdos, dando lugar ao surgimento de novos “líderes de opinião digitais” – os influencers.
A presente dissertação pretende analisar a importância que o marketing de influência poderá trazer para as estratégias de digitalização das marcas de moda, e o consequente impacto que poderá ter nas intenções de compra dos Millennials. Terá por base um estudo de caso, centrado na insígnia El Corte Inglés Portugal, analisando as suas marcas próprias de moda (Fórmula Joven, Green Coast, Sfera, Woman El Corte Inglés e Easy Wear).
A estratégia metodológica desenhou-se sob a utilização de métodos unicamente qualitativos, com recurso a duas entrevistas e quatro focus group. Deste modo, pretende-se o cruzamento de perspetivas da insígnia em estudo, com os inputs dos consumidores Millennials.
Através dos resultados obtidos, compreendeu-se a importância de uma estratégia de marketing de influência para o alcance de novos públicos, protagonizada por influencers que espelhem os valores da marca. Assumem o papel de porta-vozes que conseguem alcançar uma proximidade interessante com os seus públicos, assim como exercer influência nos mesmos, que a posteriori impactará as suas decisões de compra.
Nowadays, there has been an increasing mutation on consumer habits, and a consequent impact on the way brand should communicate with their consumers. With the exponential growth of digital media, new forms of dialogue and content sharing are emerging, giving the spotlight to the new “digital opinion leaders” – the influencers. The current dissertation intends to analyze the importance that influence marketing can bring to digitalization strategies of fashion brands, and consequent impact on Millennials purchase intentions. It will be based on a case study, centered on El Corte Inglés Portugal, specifically on its fashion brands. The methodological strategy was designed using only qualitative methods like two interviews and four focus group. With the main purpose of crossing perspectives of the brand under study, with the inputs of Millennials consumers. Through the results obtained, it was understood the importance of an influential marketing strategy, to reach news audiences, led by influencers who communicate the brand values. They assume the role of spokespersons who manage to achieve an interesting proximity with their audiences, as well as influence them.
Nowadays, there has been an increasing mutation on consumer habits, and a consequent impact on the way brand should communicate with their consumers. With the exponential growth of digital media, new forms of dialogue and content sharing are emerging, giving the spotlight to the new “digital opinion leaders” – the influencers. The current dissertation intends to analyze the importance that influence marketing can bring to digitalization strategies of fashion brands, and consequent impact on Millennials purchase intentions. It will be based on a case study, centered on El Corte Inglés Portugal, specifically on its fashion brands. The methodological strategy was designed using only qualitative methods like two interviews and four focus group. With the main purpose of crossing perspectives of the brand under study, with the inputs of Millennials consumers. Through the results obtained, it was understood the importance of an influential marketing strategy, to reach news audiences, led by influencers who communicate the brand values. They assume the role of spokespersons who manage to achieve an interesting proximity with their audiences, as well as influence them.
Descrição
Palavras-chave
Marketing de influência Influencers Millennials Intenções de compra Influence marketing Purchase intentions