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Advisor(s)
Abstract(s)
O surgimento dos digital influencers revolucionou o mercado da comunicação, a forma
como as marcas comunicam, como fazem publicidade e como os clientes tomam as suas
decisões. Os digital influencers são pessoas que, através da criação de conteúdos nos meios
digitais, conquistam uma comunidade de seguidores. Esta atividade, que recentemente
começou a ser considerada uma profissão, já provou o seu sucesso através do impacto nas
marcas, nos consumidores e na área do marketing digital: com a relação de confiança que vão
construindo, estes profissionais ganham influência na vida de milhares de pessoas, tornam-se
capazes de mobilizar a sua audiência, acabando até por impactar as suas decisões de compra.
São cada vez mais as marcas que percebem o valor que os influencers lhes podem agregar.
Seja complementando campanhas de comunicação nos meios tradicionais, ou utilizando
apenas as redes sociais, os digital influencers tornaram-se uma das formas mais rentáveis para
as marcas conquistarem clientes, contribuindo para a sua notoriedade, valor e vendas.
Apesar das várias vantagens resultantes do investimento nos digital influencers, tal como
noutros meios, existem também alguns riscos. Esta investigação procurou compreender se,
no caso de um digital influencer sofrer uma crise reputacional, as perceções que os
consumidores têm sobre as marcas que este representa ficarão afetadas.
Este estudo começou, então, por fazer um enquadramento teórico que serviu de base para
a investigação. Na componente empírica da investigação, através da criação de um inquérito
por questionário, procedeu-se à recolha de dados que permitiu avaliar: 1) os hábitos dos
utilizadores das redes sociais; 2) a forma como o público perceciona a relação influencermarca e, por último, 3) que impacto uma crise reputacional de um digital influencer teria nas
marcas que ele representa. Esta investigação procurou ser uma mais valia para as marcas, pois
os resultados obtidos poderão contribuir para uma melhor compreensão sobre questões
importantes para as marcas acerca da utilização das redes sociais. Contribuirão, também, para
que as marcas estejam mais preparadas para uma situação de crise, com o mínimo de
consequências reputacionais possível. Tendo por base a revisão de literatura e os resultados
da investigação, criou-se um conjunto de guidelines que as marcas podem utilizar no caso de
crise reputacional de um dos seus digital influencers.
The rise of digital influencers revolutionized the communication market, the way brands communicate, how they advertise, and how customers make their decisions. Digital influencers are people who, through the creation of content in digital media, conquer a community of followers. This activity, which recently started to be considered a profession, has already proved its success through its impact on brands, consumers, and the digital marketing area: with the trust relationship that they build, these professionals possess influence in the lives of thousands of people, being able to mobilize their audience, and even impacting their purchasing decisions. More and more brands are realizing the value that influencers can add to them. Whether complementing with traditional media campaigns, or only through social media, digital influencers have become one of the most profitable ways for brands to increase their number of customers, contributing to the brand's awareness, value, and sales. Despite the various advantages resulting from investing in digital influencers, as in other media, there are also some associated risks. This investigation sought to understand whether if, in the event that a digital influencer suffers a reputational crisis, the perceptions that consumers have about the brands he/she represents will be affected. This study started, then, by making a theoretical framework that served as a basis for the investigation. In the empirical component of the investigation, through the creation of a survey, data was collected that allowed the assessment of: 1) the habits of users on social media; 2) the way the public perceives the influencer-brand relationship and, finally, 3) what impact a reputational crisis of a digital influencer would have on the brands it represents. This investigation intended to be an asset for brands, as the results obtained may contribute to a better understanding of important issues for brands about the use of social media. The results will also contribute to ensure that brands are more prepared for a crisis situation, with the minimum possible reputational consequences. Based on the literature review and the results of the investigation, a set of guidelines was created so that brands may use in the case of a reputational crisis of one of their digital influencers.
The rise of digital influencers revolutionized the communication market, the way brands communicate, how they advertise, and how customers make their decisions. Digital influencers are people who, through the creation of content in digital media, conquer a community of followers. This activity, which recently started to be considered a profession, has already proved its success through its impact on brands, consumers, and the digital marketing area: with the trust relationship that they build, these professionals possess influence in the lives of thousands of people, being able to mobilize their audience, and even impacting their purchasing decisions. More and more brands are realizing the value that influencers can add to them. Whether complementing with traditional media campaigns, or only through social media, digital influencers have become one of the most profitable ways for brands to increase their number of customers, contributing to the brand's awareness, value, and sales. Despite the various advantages resulting from investing in digital influencers, as in other media, there are also some associated risks. This investigation sought to understand whether if, in the event that a digital influencer suffers a reputational crisis, the perceptions that consumers have about the brands he/she represents will be affected. This study started, then, by making a theoretical framework that served as a basis for the investigation. In the empirical component of the investigation, through the creation of a survey, data was collected that allowed the assessment of: 1) the habits of users on social media; 2) the way the public perceives the influencer-brand relationship and, finally, 3) what impact a reputational crisis of a digital influencer would have on the brands it represents. This investigation intended to be an asset for brands, as the results obtained may contribute to a better understanding of important issues for brands about the use of social media. The results will also contribute to ensure that brands are more prepared for a crisis situation, with the minimum possible reputational consequences. Based on the literature review and the results of the investigation, a set of guidelines was created so that brands may use in the case of a reputational crisis of one of their digital influencers.
Description
Keywords
Digital influencers Marketing digital Gestão de crise Reputação Redes sociais Digital marketing Crisis management Reputation Social media