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Social customer relationship management (SCRM) e lealdade à marca : uma análise das marcas de skincare no Instagram
| Name: | Description: | Size: | Format: | |
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| 3.4 MB | Adobe PDF |
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Abstract(s)
O presente estudo investiga o impacto das estratégias de Social Customer Relationship Management (SCRM) utilizadas pelas marcas de skincare no Instagram nos níveis de lealdade dos consumidores. Com o objetivo de compreender o papel do Instagram como uma plataforma capaz de fortalecer a relação entre as marcas e os seus seguidores, foi conduzido um estudo quantitativo com uma amostra de 200 seguidores portugueses de marcas de skincare no Instagram. Os resultados destacam a autenticidade das comunicações das marcas como o principal fator a influenciar positivamente a lealdade dos consumidores. Em contrapartida, as interações personalizadas, o conteúdo educativo e o atendimento ao cliente não demonstraram um impacto estatisticamente significativo na lealdade à marca, embora tenham sido percebidos como positivos pelos participantes. O estudo conclui que, de forma a maximizar a lealdade à marca, as marcas de skincare devem priorizar uma comunicação autêntica no Instagram, explorando simultaneamente formas de otimizar as restantes estratégias. Estes resultados reforçam a importância de uma presença digital autêntica e estratégica na construção de relações duradouras entre marcas e consumidores.
This study investigates the impact of Social Customer Relationship Management (SCRM) strategies employed by skincare brands on Instagram on brand loyalty levels. Aiming to understand Instagram's role as a platform capable of strengthening the relationship between brands and their followers, a quantitative study was conducted with a sample of 200 Portuguese followers of skincare brands on Instagram. The results highlight the authenticity of brand communications as the main factor positively influencing consumer brand loyalty. In contrast, personalized interactions, educational content, and customer service did not show a statistically significant impact on brand loyalty, although they were perceived positively by participants. The study concludes that, in order to maximize brand loyalty, skincare brands should prioritize authentic communication on Instagram while simultaneously exploring ways to optimize other strategies. These findings reinforce the importance of an authentic and strategic digital presence in building lasting relationships between brands and consumers.
This study investigates the impact of Social Customer Relationship Management (SCRM) strategies employed by skincare brands on Instagram on brand loyalty levels. Aiming to understand Instagram's role as a platform capable of strengthening the relationship between brands and their followers, a quantitative study was conducted with a sample of 200 Portuguese followers of skincare brands on Instagram. The results highlight the authenticity of brand communications as the main factor positively influencing consumer brand loyalty. In contrast, personalized interactions, educational content, and customer service did not show a statistically significant impact on brand loyalty, although they were perceived positively by participants. The study concludes that, in order to maximize brand loyalty, skincare brands should prioritize authentic communication on Instagram while simultaneously exploring ways to optimize other strategies. These findings reinforce the importance of an authentic and strategic digital presence in building lasting relationships between brands and consumers.
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Social customer relationship management (SCRM) Lealdade à marca Instagram Skincare Marketing digital Brand loyalty Digital marketing
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CC License
Without CC licence