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Authors
Abstract(s)
Num mundo cada vez mais digitalizado, não só as relações humanas têm vindo a sofrer
alterações, como também as organizações. O marketing digital passou a ser uma área de
relevante destaque que permite potenciar o crescimento e desenvolvimento das mais
diversas áreas de negócios. Atualmente, todas as empresas ambicionam marcar presença
no online e delineiam estratégias de comunicação que lhes permitem ser reconhecidas de
forma mais imediata naquela que passou a ser uma aldeia global.
Nesse sentido, outras áreas como o marketing de influência têm vindo a crescer e
estabelecer-se enquanto parte da estratégia de comunicação de diversas marcas. Assim, a
presente dissertação tem como objetivo analisar e compreender a relação entre as
campanhas de marketing de influência no Instagram e o modo como os consumidores
portugueses as percecionam e atuam.
Esta investigação centrou-se no caso específico da marca A Vaca que ri e, através da
realização de uma entrevista exploratória à Brand Manager, a aplicação de inquéritos por
questionário a consumidores, e a análise de campanhas de marketing de influência
realizadas em 2022, foi possível verificar que a importância atribuída pelos consumidores
a esta área é relevante, tal como o papel de destaque que atribuem ao trabalho dos
influencers digitais que, através de parcerias e conteúdos publicitários, geram brand
awareness e contribuem para o sucesso desta marca centenária e desejo de compra dos
produtos na mente dos consumidores.
In an increasingly digitalized world, not only human relationships have been undergoing changes, but also organizations. Digital marketing has become an important area that allows the growth and development of the most diverse business areas. Currently, all companies aim to mark their presence online and outline communication strategies that allow them to be recognized in a more immediate way in what has become a global village. In this sense, other areas such as influencer marketing have been growing and establishing themselves as part of the strategic communication of several brands. Thus, this dissertation aims to analyze and understand the relationship between influencer marketing campaigns on Instagram and how Portuguese consumers perceive and act on them. This research focused on the specific case of the brand A Vaca que ri and, through an exploratory interview to the Brand Manager, the application of questionnaire surveys to consumers, and the analysis of influencer marketing campaigns carried out in 2022, it was possible to verify that the importance attributed by consumers to this area is relevant, as well as the prominent role they attribute to the work of digital influencers who, through partnerships and advertising content, generate brand awareness and contribute to the success of this century-old brand and the desire to buy the products in the consumers' minds.
In an increasingly digitalized world, not only human relationships have been undergoing changes, but also organizations. Digital marketing has become an important area that allows the growth and development of the most diverse business areas. Currently, all companies aim to mark their presence online and outline communication strategies that allow them to be recognized in a more immediate way in what has become a global village. In this sense, other areas such as influencer marketing have been growing and establishing themselves as part of the strategic communication of several brands. Thus, this dissertation aims to analyze and understand the relationship between influencer marketing campaigns on Instagram and how Portuguese consumers perceive and act on them. This research focused on the specific case of the brand A Vaca que ri and, through an exploratory interview to the Brand Manager, the application of questionnaire surveys to consumers, and the analysis of influencer marketing campaigns carried out in 2022, it was possible to verify that the importance attributed by consumers to this area is relevant, as well as the prominent role they attribute to the work of digital influencers who, through partnerships and advertising content, generate brand awareness and contribute to the success of this century-old brand and the desire to buy the products in the consumers' minds.
Description
Keywords
Comunicação estratégica Marketing digital Marketing de influência Influencers Comportamento do consumidor Strategic communication Digital marketing Influencer marketing Consumer behaviour