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Authors
Advisor(s)
Abstract(s)
Atualmente vivemos numa era digital em que as empresas utilizam cada vez mais as
plataformas de redes sociais online para comunicarem e estarem próximas dos seus
consumidores. Fruto da evolução tecnológica, assiste-se à mudança dos hábitos de consumo
e do comportamento de compra dos consumidores, pelo que as empresas e as marcas
presentes no mercado deverão procurar acompanhar esta evolução. Em particular, a indústria
de cosmética tem privilegiado destas transformações, recorrendo a serviços que assentam no
uso da realidade aumentada, com o intuito de melhorar a experiência de compra digital,
tornando-a mais dinâmica, interativa e personalizada.
A presente dissertação procurou compreender a perceção das consumidoras portuguesas
acerca do valor da marca L’Oréal Paris, a partir da sua comunicação digital de marketing
através das plataformas de redes sociais online Instagram e Facebook, tendo como objetivo
identificar os valores que as consumidoras mais valorizam numa marca da indústria de
cosmética.
Em termos metodológicos seguiu-se uma investigação mista, compreendendo em termos
exploratórios a aplicação do método qualitativo, através de análise documental ao website e
documentos institucionais da organização, bem como entrevistas exploratórias a dois
profissionais de marketing e da marca, em Portugal. E, o método quantitativo em termos do
apuramento de dados primários, através da aplicação de um inquérito por questionário às
consumidoras portuguesas da marca L’Oréal Paris, em que se registou uma amostra
significativa de 409 inquiridas. O estudo foi norteado pela seguinte questão de investigação
— Qual a perceção das consumidoras portuguesas acerca do valor da marca L’Oréal Paris a
partir da sua comunicação digital de marketing?
Os principais resultados apurados revelaram que das sete variáveis em análise, cinco foram
positivamente avaliadas pelas consumidoras — Inovação, Qualidade Percebida, Confiança,
Word-of-Mouth/eWOM e Lealdade, e, duas foram menos evidenciadas — Transparência e
Conhecimento/Associações. Contudo, de forma geral, as variáveis selecionadas indicam que
a marca L´Oréal Paris tem uma prospeção muito positiva pelas consumidoras portuguesas.
We live in a digital era today where social media platforms are paramount for companies to communicate and build closer relations with their clients. Powered by technological evolution, we are witnessing consumers change their purchasing habits and behaviours, which companies must try to level. In particular, the cosmetics industry has been a centre stage for this transformation – companies are utilizing new resources such as augmented reality to try and elevate the online shopping experience, making it dynamic, interactive and tailored to each client. This dissertation aimed at understanding the L’Oréal Paris’ perception amongst Portuguese female consumers, from marketing digital communication through social media platforms Instagram and Facebook. The main objective was to identify which values consumers weigh the most in the cosmetics industry. The methodology chosen is as follows – a mixed investigation, in which the qualitative method was applied through the analysis of the organization’s website and institutional documents; exploratory interviews with two brand and marketing professionals in Portugal; and lastly, a quantitative approach through a questionnaire to L’Oréal Paris’ Portuguese consumers, with a total sample of 409. The study was guided by its centre question – What perception do Portuguese female consumers have about L’Oréal Paris’ marketing digital communication? The main findings from this show that five out of seven variables in analysis are positively evaluated by consumers – Innovation, Perceived Quality, Trust, Word-of-Mouth/eWOM and Loyalty, as opposed to two less present variables – Transparency and Knowledge/Associations. Nevertheless, from a broad standpoint, the selected variables indicate that L’Oréal Paris’s brand has a positive perception by Portuguese female consumers.
We live in a digital era today where social media platforms are paramount for companies to communicate and build closer relations with their clients. Powered by technological evolution, we are witnessing consumers change their purchasing habits and behaviours, which companies must try to level. In particular, the cosmetics industry has been a centre stage for this transformation – companies are utilizing new resources such as augmented reality to try and elevate the online shopping experience, making it dynamic, interactive and tailored to each client. This dissertation aimed at understanding the L’Oréal Paris’ perception amongst Portuguese female consumers, from marketing digital communication through social media platforms Instagram and Facebook. The main objective was to identify which values consumers weigh the most in the cosmetics industry. The methodology chosen is as follows – a mixed investigation, in which the qualitative method was applied through the analysis of the organization’s website and institutional documents; exploratory interviews with two brand and marketing professionals in Portugal; and lastly, a quantitative approach through a questionnaire to L’Oréal Paris’ Portuguese consumers, with a total sample of 409. The study was guided by its centre question – What perception do Portuguese female consumers have about L’Oréal Paris’ marketing digital communication? The main findings from this show that five out of seven variables in analysis are positively evaluated by consumers – Innovation, Perceived Quality, Trust, Word-of-Mouth/eWOM and Loyalty, as opposed to two less present variables – Transparency and Knowledge/Associations. Nevertheless, from a broad standpoint, the selected variables indicate that L’Oréal Paris’s brand has a positive perception by Portuguese female consumers.
Description
Keywords
Valor da marca Comportamento do consumidor Indústria de cosmética Maquilhagem Plataformas de redes sociais online Brand equity Consumer behavior Cosmetics industry Makeup Social media platforms