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Authors
Abstract(s)
O presente Relatório de Estágio debruça-se sobre a importância da realização de
eventos e a presença de influencers nos mesmos para a notoriedade das marcas de beleza da
Agência de Comunicação Companhia das Soluções. Assim sendo, para o enquadramento
teórico são analisados alguns temas de interesse para a investigação, como o mercado das
Agências de Comunicação, a Internet e a Web 2.0, as Redes Sociais, o Instagram, os
Influencers e os seus seguidores, o conceito de Evento e a sua evolução, assim como os
vários tipos de eventos e a importância dos mesmos para as marcas.
Face ao aumento da popularidade da presença de influencers em eventos de marcas
de beleza, e apesar de várias investigações explorarem o papel dos influencers na criação de
valor para as marcas, é escassa a pesquisa que se debruce sobre o papel dos influencers na
presença de eventos e na notoriedade que estes podem trazer para as marcas de beleza.
Para dar resposta à pergunta de partida “Qual a importância dos eventos e da presença
de influencers nos mesmos para a notoriedade das marcas de beleza da Companhia das
Soluções?”, procurou-se a perspetiva de colaboradores da agência de comunicação onde foi
desenvolvido o estágio curricular, a companhia das Soluções, assim como a perspetiva de
influencers que já tenham ido a eventos de marcas de beleza organizados pela respetiva
agência de comunicação. Deste modo, foi aplicada uma metodologia etnográfica, composta
por Observação Participante, por Entrevistas estruturadas e por uma Revisão de Literatura,
uma vez que se adequa melhor à experiência de estágio e ao contacto com a realidade da
agência de comunicação.
A partir desta investigação foi possível compreender melhor o que são os influencers,
de que maneira se movem e atuam no ambiente digital e a influência que exercem sobre o
seu público, na medida em que resultam numa grande importância para as marcas, trazendolhes assim uma maior notoriedade no seio do seu público-alvo. Fica assim clara a
importância que a realização de eventos e a presença de influencers nos mesmos tem para a
notoriedade das marcas de beleza da Companhia das Soluções.
This Internship Report focuses on the importance of holding events and the presence of influencers in them for the awareness of the beauty brands of the Companhia das Soluções Communication Agency. Therefore, for the theoretical framework, some topics of interest for research are analyzed, such as the communication agencies market, the internet and Web 2.0, social networks, Instagram, influencers and their followers, the concept of an event and its evolution, as well as the various types of events and their importance for brands. Given the increasing popularity of influencer presence at beauty brand events, and despite several studies exploring the role of influencers in creating value for brands, there is little research that focuses on the role of influencers presence in an event. and the notoriety they can bring to beauty brands. To answer the starting question “What is the importance of events and the presence of influencers in them for the awareness of the beauty brands of Companhia das Soluções?”, I sought the perspective of employees of the communication agency where the internship was developed. curriculum, the Soluções company, as well as the perspective of influencers who have already attended beauty brand events organized by the respective communication agency. In this way, an ethnographic methodology was applied, consisting of Participant Observation, Structured Interviews and a Literature Review, since it is better suited to the internship experience and contact with the reality of the communication agency. From this investigation it is possible to better understand what influencers are, how they move and act in the digital environment and the influence they exert on their audience, insofar as they result in great importance for brands, thus bringing them greater notoriety within your target audience. It is thus clear how important the holding of events and the presence of influencers are for the notoriety of the beauty brands of Companhia das Soluções.
This Internship Report focuses on the importance of holding events and the presence of influencers in them for the awareness of the beauty brands of the Companhia das Soluções Communication Agency. Therefore, for the theoretical framework, some topics of interest for research are analyzed, such as the communication agencies market, the internet and Web 2.0, social networks, Instagram, influencers and their followers, the concept of an event and its evolution, as well as the various types of events and their importance for brands. Given the increasing popularity of influencer presence at beauty brand events, and despite several studies exploring the role of influencers in creating value for brands, there is little research that focuses on the role of influencers presence in an event. and the notoriety they can bring to beauty brands. To answer the starting question “What is the importance of events and the presence of influencers in them for the awareness of the beauty brands of Companhia das Soluções?”, I sought the perspective of employees of the communication agency where the internship was developed. curriculum, the Soluções company, as well as the perspective of influencers who have already attended beauty brand events organized by the respective communication agency. In this way, an ethnographic methodology was applied, consisting of Participant Observation, Structured Interviews and a Literature Review, since it is better suited to the internship experience and contact with the reality of the communication agency. From this investigation it is possible to better understand what influencers are, how they move and act in the digital environment and the influence they exert on their audience, insofar as they result in great importance for brands, thus bringing them greater notoriety within your target audience. It is thus clear how important the holding of events and the presence of influencers are for the notoriety of the beauty brands of Companhia das Soluções.
Description
Keywords
Influencers Gestão de eventos Marcas de beleza Redes sociais Instagram Agências de comunicação Events management Beauty brands Social Media Communication agency’s