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Publication
Interações na blogosfera : sobre seguidores de blogues de moda
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.61 MB | Adobe PDF |
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Abstract(s)
A internet tem transformado o comportamento de compra dos seus utilizadores pois permite pesquisar informação pré-compra. As informações disponíveis online são provenientes da electronic word of mouth (eWOM) ou, por outras palavras, das experiências e opiniões partilhadas entre consumidores. Esta comunicação ocorre em diversas plataformas, por exemplo os blogues, que assumem nos dias de hoje um papel fulcral na partilha e no consumo de informação pelos consumidores. As influências sociais também são importantes no processo de decisão de compra, pois os indivíduos dão importância à opinião de terceiros. Os bloggers partilham as suas experiências e opiniões e acabam por criar uma relação de afetividade com os seus seguidores, podendo assim ter capacidade de os influenciar. O presente estudo analisa a influência dos blogues de moda no comportamento de compra dos seus seguidores. Com base nos questionários realizados a seguidores deste tipo de blogues, foi possível perceber que os conteúdos partilhados nestas plataformas são importantes na pesquisa de informação sobre produtos e serviços. Os seguidores ao consultarem os blogues conseguem ter acesso a informações pormenorizadas sobre os produtos de moda e às opiniões dos autores dos blogues sobre os mesmos. A grande maioria dos inquiridos tem em conta a opinião de terceiros, sendo que os bloggers são como conselheiros que influenciam as suas decisões de compra. Estas conclusões são relevantes para as marcas que trabalham nesta área, pois é possível perceber o potencial dos blogues de moda como um veículo fácil, rápido e de baixo custo de comunicação dos seus produtos.
The internet has changed the way its users shop as it allows to search information pre- order. The information available online comes from Electronic Word of Mouth (eWOM) communication, in other words, from experiences and opinions shared between consumers. This communication occurs in many platforms, e.g. the blogues, which nowadays assume a major influence in sharing and information consumption from the users. The social influences are also important when it comes to the purchasing decision process, as the buyer takes third party opinions serious. The bloggers share their experiences and opinions, and end up creating a relationship with their followers, allowing the bloggers to influence the followers. The following study analyses the influence that the fashion bloggers have over their followers. Based on surveys made to followers of this kind of blogues, it was possible to understand that they are important when it comes to information search. When the followers consult these platforms (blogues), they get detailed information about the fashion products and, the author’s opinion regarding these products. The majority of the inquiries take the bloggers opinion seriously, as they consider them consultants that influence their purchasing decisions. These conclusions are relevant to the fashion brands, as it allows to understand the potential of the fashion blogues as a fast, easy and cheap advertise for their products.
The internet has changed the way its users shop as it allows to search information pre- order. The information available online comes from Electronic Word of Mouth (eWOM) communication, in other words, from experiences and opinions shared between consumers. This communication occurs in many platforms, e.g. the blogues, which nowadays assume a major influence in sharing and information consumption from the users. The social influences are also important when it comes to the purchasing decision process, as the buyer takes third party opinions serious. The bloggers share their experiences and opinions, and end up creating a relationship with their followers, allowing the bloggers to influence the followers. The following study analyses the influence that the fashion bloggers have over their followers. Based on surveys made to followers of this kind of blogues, it was possible to understand that they are important when it comes to information search. When the followers consult these platforms (blogues), they get detailed information about the fashion products and, the author’s opinion regarding these products. The majority of the inquiries take the bloggers opinion seriously, as they consider them consultants that influence their purchasing decisions. These conclusions are relevant to the fashion brands, as it allows to understand the potential of the fashion blogues as a fast, easy and cheap advertise for their products.