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Abstract(s)
O presente estudo analisa o tipo de conteúdos presentes nos blogs de moda, ambicionando compreender de que forma a blogosfera é integrada no plano de marketing digital das empresas, qual o tipo de relação que se estabelece entre marcas e bloggers e, consequentemente, até que ponto a indústria da moda reconhece os bloggers como líderes de opinião.
Almejando o entendimento desta relação, desenvolvemos uma metodologia de investigação baseada na análise textual e de conteúdo de três blogs portugueses de moda, procurando proceder à desconstrução dos dados presentes nas suas publicações, de modo a compreender a relevância destes mesmos elementos e, concomitantemente, o valor desta plataforma digital para as estratégias de marketing das organizações.
Os resultados desta análise permitem concluir que existe interesse das empresas em estabelecer e manter um vínculo com os blogs portugueses, o que é confirmado pela presença de ações de comunicação de marcas nacionais e internacionais neste meio digital, que assim reconhecem a importância dos blogs na divulgação dos seus produtos e serviços. Percebemos igualmente que a maioria das publicações contém um teor comercial divulgando produtos, serviços ou marcas; acresce registar que a maior parte dos artigos divulgados pertencem à indústria da moda, sendo que a maioria destes é acessível à compra do público em geral.
This study will analyse the type of content included in fashion blogs, in order to understand how companies integrate the blogosphere in their digital marketing plan, the type of relationship established between brands and bloggers, and whether the fashion industry recognises bloggers as opinion-makers. In order to understand this relationship, we developed a research methodology based on the content and textual analysis of three Portuguese fashion blogs, with the aim of deconstructing the data of their posts to understand the relevance of those elements and, at the same time, the value of this digital platform for the marketing strategies of the companies. The findings of this analysis allow us to conclude that there is an interest from companies to connect with the Portuguese blogs, which is further proven by the presence of communication actions of national and international brands in this digital environment, with companies thus recognising the importance of blogs for the promotion of their products and services. We also conclude that most posts have a commercial content with the goal of advertising the products, services or brands. It is also worth noting that the majority of the advertised products is related to the fashion industry, and most of them are accessible to the general public.
This study will analyse the type of content included in fashion blogs, in order to understand how companies integrate the blogosphere in their digital marketing plan, the type of relationship established between brands and bloggers, and whether the fashion industry recognises bloggers as opinion-makers. In order to understand this relationship, we developed a research methodology based on the content and textual analysis of three Portuguese fashion blogs, with the aim of deconstructing the data of their posts to understand the relevance of those elements and, at the same time, the value of this digital platform for the marketing strategies of the companies. The findings of this analysis allow us to conclude that there is an interest from companies to connect with the Portuguese blogs, which is further proven by the presence of communication actions of national and international brands in this digital environment, with companies thus recognising the importance of blogs for the promotion of their products and services. We also conclude that most posts have a commercial content with the goal of advertising the products, services or brands. It is also worth noting that the majority of the advertised products is related to the fashion industry, and most of them are accessible to the general public.
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Keywords
Bloggers Blogosfera Blogs Marcas Marketing digital Moda Blogosphere Brands Digital marketing Fashion