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Advisor(s)
Abstract(s)
Nos dias que correm, as redes sociais funcionam como um portefólio para artistas das mais diversas áreas. O tatuador encontra-se em ascensão no mercado de trabalho, tendo a sua atividade profissional vindo a ganhar relevo na sociedade, ao ponto de se tornarem criadores de conteúdos com redes de influência consideravelmente envolventes. Deste modo, tornou-se essencial a avaliação dos benefícios do desenvolvimento de uma estratégia de self-branding por tatuadores nas redes sociais. Por outro lado, surge o conceito de storytelling, o qual concebemos como o pináculo da diferenciação, ferramenta que permite aos que a utilizam a criação de maior relação com a audiência, fidelizando-a.
Esta dissertação analisa a influência positiva do storytelling, como técnica de marketing pessoal, na diversificação de um tatuador no Instagram e tem como finalidade identificar as mais-valias da sua aplicação na criação de vantagem competitiva. Foi empregue uma estratégia de métodos mistos, de forma a atingir tanto o lado do profissional como o do consumidor. Implementaram-se as técnicas de entrevista a tatuadores, análise de conteúdo aos perfis de Instagram destes e um inquérito por questionário a consumidores e não consumidores de tatuagens, bem como a consumidores e não consumidores de conteúdo de tatuadores.
A partilha de conteúdo com tatuagens foi considerada como principal motivação para seguir um tatuador no Instagram. No entanto, os profissionais da área declararam um maior engagement com a audiência a partir de publicações de cariz pessoal, nomeadamente, o seu estilo de vida, animais de estimação e passatempos. Contudo, foi fracamente identificada a prática de storytelling apesar de na sua presença existir maior engagement e número de seguidores em perfis de tatuadores. Conclui-se que a adoção de uma estratégia de self-branding é um fator de sucesso em tatuadores portugueses, permitindo maior ascensão profissional e expandindo a sua carteira de clientes, que é amplificada com a utilização da ferramenta de storytelling ao permitir criar uma maior rede de influência.
Nowadays, social networks work as a portfolio for artists from the most diverse areas. The tattoo artist is rising in the job market, gaining prominence in society, to the point that these individuals become content creators with engaging networks of influence. Thus, it has become essential to evaluate the benefits of developing a self-branding strategy by tattoo artists on social networks. On the other hand, the concept of storytelling emerges, which we conceive as the differentiation pinnacle, a tool that allows those who use it to create a greater relationship with the audience, making them loyal. This dissertation analyses the positive influence of storytelling, as a personal marketing technique, on the diversification of a tattoo artist on Instagram and aims to identify the advantages of its application in creating competitive advantage. A mixed methods strategy was employed in order to reach both the professional and the consumer side. The techniques implemented were interviews to tattoo artists, content analysis of their Instagram profiles and a survey to consumers and non-consumers of tattoos, as well as consumers and non-consumers of tattoo artists’ content. Sharing content with tattoos was considered the main motivation to follow a tattoo artist on Instagram. However, professionals in the area declared greater engagement with the audience through publications of personal nature, namely, their lifestyle, pets and hobbies. However, the practice of storytelling was weakly identified despite the fact that in its presence there is greater engagement and number of followers in tattoo artists’ profiles. It is concluded that the adoption of a self-branding strategy is a success factor in Portuguese tattoo artists, allowing greater professional growth and the expansion of their their client portfolio, which is amplified with the use of the storytelling tool to allow the creation of a larger network of influence.
Nowadays, social networks work as a portfolio for artists from the most diverse areas. The tattoo artist is rising in the job market, gaining prominence in society, to the point that these individuals become content creators with engaging networks of influence. Thus, it has become essential to evaluate the benefits of developing a self-branding strategy by tattoo artists on social networks. On the other hand, the concept of storytelling emerges, which we conceive as the differentiation pinnacle, a tool that allows those who use it to create a greater relationship with the audience, making them loyal. This dissertation analyses the positive influence of storytelling, as a personal marketing technique, on the diversification of a tattoo artist on Instagram and aims to identify the advantages of its application in creating competitive advantage. A mixed methods strategy was employed in order to reach both the professional and the consumer side. The techniques implemented were interviews to tattoo artists, content analysis of their Instagram profiles and a survey to consumers and non-consumers of tattoos, as well as consumers and non-consumers of tattoo artists’ content. Sharing content with tattoos was considered the main motivation to follow a tattoo artist on Instagram. However, professionals in the area declared greater engagement with the audience through publications of personal nature, namely, their lifestyle, pets and hobbies. However, the practice of storytelling was weakly identified despite the fact that in its presence there is greater engagement and number of followers in tattoo artists’ profiles. It is concluded that the adoption of a self-branding strategy is a success factor in Portuguese tattoo artists, allowing greater professional growth and the expansion of their their client portfolio, which is amplified with the use of the storytelling tool to allow the creation of a larger network of influence.
Description
Keywords
Storytelling Efeito do transporte da narrativa Self-branding Marketing pessoal Tatuadores Tatuagens Diferenciação Engagement Narrative transportation effect Personal marketing Tattoo artists Tattoos Differentiation