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Advisor(s)
Abstract(s)
Este estudo pretende clarificar as dinâmicas do marketing nos meios online e, em
particular, nos media sociais, depois de, como consequência da digitalização da
sociedade, as empresas terem registado um decréscimo da eficácia das suas mensagens
publicitárias disseminadas através dos chamados media tradicionais, como a televisão, a
rádio e a imprensa. Assim, são explorados os fundamentos que levam a que o marketing
digital seja cada vez mais preponderante nas estratégias de comunicação das marcas, e a
forma como os media sociais permitiram uma aproximação sem precedentes entre
empresas e consumidores, além de terem proporcionado, através das funcionalidades de
criação e partilha de conteúdos, o aparecimento dos influenciadores digitais, utilizadores
que ganharam notoriedade junto dos seus pares e que colaboram com as marcas atuando
como intermediários entre elas e os seus clientes. A nível empírico e tomando como
estudo de caso a Allianz Global Assistance, procedeu-se a entrevistas semi-estruturadas
com profissionais da área do marketing e com uma influenciadora digital, além de uma
análise de conteúdo aos perfis de Facebook e Instagram da empresa. Concluiu-se que os
media sociais podem ser vistos como muito mais que apenas canais comerciais e que os
consumidores preferem cada vez mais contactar com produtos e serviços através dos
influenciadores em detrimento das próprias marcas.
This study aims to clarify digital marketing dynamics in online platforms such as social media that have become very importante after the society’s digitalization and the fact that companies saw its branded messages’ effectiveness decrease when they were aired in traditional media like television, radio and press. Therefore, we explore the core fundaments that led digital marketing to be more and more preponderant in companies’ communication strategies and how these social media allowed na unprecedent closeness between brands and consumers, besides that, with its functionalities, some users began to produce and share content, becoming more notorious and reaching the status of digital influencers, and starting to work with companies acting as intermediates between them and its clients. The empirical study took Allianz Global Assistance as case study and it is composed of semi-structured interviews with marketeers and a digital influencer, alongside a content analysis to the company’s Facebook and Instagram profiles. We concluded that social media must be seen as more than just comercial channels and that consumers now prefer getting to know products and services through digital influencers than directly from brands.
This study aims to clarify digital marketing dynamics in online platforms such as social media that have become very importante after the society’s digitalization and the fact that companies saw its branded messages’ effectiveness decrease when they were aired in traditional media like television, radio and press. Therefore, we explore the core fundaments that led digital marketing to be more and more preponderant in companies’ communication strategies and how these social media allowed na unprecedent closeness between brands and consumers, besides that, with its functionalities, some users began to produce and share content, becoming more notorious and reaching the status of digital influencers, and starting to work with companies acting as intermediates between them and its clients. The empirical study took Allianz Global Assistance as case study and it is composed of semi-structured interviews with marketeers and a digital influencer, alongside a content analysis to the company’s Facebook and Instagram profiles. We concluded that social media must be seen as more than just comercial channels and that consumers now prefer getting to know products and services through digital influencers than directly from brands.
Description
Keywords
Marketing digital Media sociais Influenciadores digitais Líderes de opinião Marcas Consumidores Interação Digital marketing Social media Digital influencers Opinion leaders Brands Consumers Interaction