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O papel dos influenciadores digitais na construção de associações únicas à marca : o caso Pandora
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O presente relatório de estágio desenvolve-se no âmbito de um estudo exploratório, que visa compreender de que forma os influenciadores digitais contribuem para a construção de uma imagem única e desejável para marcas no setor da joalheria, ajudando na construção daidentidade da marca e no envolvimento com os consumidores. Para a realização do estudo,foram utilizados métodos de recolha de dados qualitativos, como analise de conteúdo e entrevistas de carácter semiestruturado.Atualmente vivemos numa era cada vez mais digital, onde a tecnologia alcança cada vez mais poder e onde a comunicação das marcas com os consumidores tem sofrido alterações.De facto, as marcas privilegiam cada vez mais a importância de se aproximarem do seu público-alvo, considerando a vasta diversificação de escolhas que existe no mercado. Assim,é neste contexto que o marketing digital surge, no qual o marketing de influência tem vindo a ganhar destaque e onde os influenciadores digitais têm um papel fundamental. Estes profissionais tornaram-se num ponto de referência significativo para as gerações.A revisão de literatura, que sustenta os conceitos de marketing digital, brand equity, e-marketing de influência, bem como o impacto destas práticas na construção de valor para as marcas, evidencia a importância crescente da presença online como um fator diferenciador no posicionamento de mercado. No caso específico da utilização de influenciadores digitais,verificou-se que, quando integrados de forma estratégica e alinhada com os valores da marca,estes desempenham um papel central na criação de associações únicas, capazes de reforçar a identidade da marca e promover uma ligação emocional com os consumidores. A análise de conteúdo e as entrevistas realizadas sustentam ainda que as estratégias de marketing digital 4 e, em particular, a colaboração com influenciadores 4 são determinantes para o crescimento das marcas, facilitando a construção de relações de confiança, autenticidade ecredibilidade, como se observa no caso da Pandora.
This internship report is part of an exploratory study that aims to understand how digital influencers contribute to building a unique and desirable image for brands in the jewellery sector, helping to build brand identity and engage with consumers. Qualitative data collection methods were used to conduct the study, such as content analysis and semi-structured interviews. We currently live in an increasingly digital age, where technology is becoming more and more powerful and where brand communication with consumers has undergone changes. In fact, brands are beginning to understand the importance of getting closer to their target audience, considering the vast diversification of choices that exist in the market. However, traditional marketing techniques, although important, are beginning to be insufficient to attract consumers. So it is in this context that digital marketing emerges, in which influencer marketing has been gaining prominence and where digital influencers play a key role. These figures have become a significant point of reference for generations. The literature review, which supports the concepts of digital marketing, brand equity, and influencer marketing, as well as the impact of these practices on building value for brands, shows the growing importance of online presence as a differentiating factor in market positioning. In the specific case of using digital influencers, it was found that when integrated strategically and aligned with brand values, they play a central role in creating unique associations that reinforce brand identity and promote an emotional connection with consumers. Content analysis and interviews also support the view that digital marketing strategies 4 and, in particular, collaboration with influencers 4 are key to brand growth, facilitating the building of trust, authenticity, and credibility, as seen in the case of Pandora.
This internship report is part of an exploratory study that aims to understand how digital influencers contribute to building a unique and desirable image for brands in the jewellery sector, helping to build brand identity and engage with consumers. Qualitative data collection methods were used to conduct the study, such as content analysis and semi-structured interviews. We currently live in an increasingly digital age, where technology is becoming more and more powerful and where brand communication with consumers has undergone changes. In fact, brands are beginning to understand the importance of getting closer to their target audience, considering the vast diversification of choices that exist in the market. However, traditional marketing techniques, although important, are beginning to be insufficient to attract consumers. So it is in this context that digital marketing emerges, in which influencer marketing has been gaining prominence and where digital influencers play a key role. These figures have become a significant point of reference for generations. The literature review, which supports the concepts of digital marketing, brand equity, and influencer marketing, as well as the impact of these practices on building value for brands, shows the growing importance of online presence as a differentiating factor in market positioning. In the specific case of using digital influencers, it was found that when integrated strategically and aligned with brand values, they play a central role in creating unique associations that reinforce brand identity and promote an emotional connection with consumers. Content analysis and interviews also support the view that digital marketing strategies 4 and, in particular, collaboration with influencers 4 are key to brand growth, facilitating the building of trust, authenticity, and credibility, as seen in the case of Pandora.
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Influenciadores digitais Marketing de influência Brand equity Associações à marca Pandora Digital influencers Influencer marketing Brand associations
Contexto Educativo
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Licença CC
Sem licença CC