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Advisor(s)
Abstract(s)
As marcas fazem parte do dia-a-dia dos consumidores. Uma vez que influenciam o processo de decisão de compra, a forma como comunicam e os meios que utilizam torna-se crucial para o seu sucesso. Por seu turno, o consumidor actual, designado de prosumer – tanto produtor como consumidor –, cria e gera o seu próprio conteúdo, tornando-se assim num próprio veículo de comunicação. A capacidade que tem de chegar, através das redes sociais, a um significativo número de pessoas, conseguindo influenciar as suas decisões de compra, tanto pela positiva como pela negativa, tornou-se num novo paradigma para as marcas. Aqui surgem os conceitos de marketing de influência e influenciadores digitais, com a necessidade de as marcas recorrerem a este “meio de comunicação”, a fim de corresponder às expectativas do consumidor, satisfazendo as suas necessidades. De forma a compreender melhor o papel do marketing de influência na comunicação das marcas, foi desenvolvido um estudo de caso de uma campanha da marca Becel. Para este fim, foram utilizados métodos qualitativos – observação participante, análise documental e entrevista – e métodos quantitativos – inquérito por questionário a consumidores portugueses. Os resultados do estudo permitiram concluir que o papel do marketing de influência é, essencialmente, a amplificação de uma mensagem por um número relevante de pessoas, permitindo um acesso mais rápido e fácil às marcas e gerando maior confiança junto do consumidor.
Brands are part of consumers' everyday lives. They function as guidelines in the purchase decision process, thus the way brands communicate becomes crucial to their success. Nowadays the consumer, denominated as prosumer - both producer and consumer -, creates and generates his/her own content, becoming a vehicle of communication. Their ability to reach, through social media, a significant number of people and influence their buying decisions, both positively and negatively, has become a new paradigm for brands. Here the concepts of influence marketing and digital influencers arise. Brands can see them as a mandatory intermediary, in order to meet consumers’ expectations and needs. To better understand the role of influence marketing in brand communication, we developed a case study focused on a Becel brand campaign. In order to do so, qualitative methods - participant observation, documentary analysis and interview - and quantitative methods - surveys targeting the Portuguese consumers were used. The results of the study indicated that the role of influence marketing is fundamentally the amplification of a campaign message, by a relevant number of people, allowing faster and easier access to brands, turning into greater consumer confidence.
Brands are part of consumers' everyday lives. They function as guidelines in the purchase decision process, thus the way brands communicate becomes crucial to their success. Nowadays the consumer, denominated as prosumer - both producer and consumer -, creates and generates his/her own content, becoming a vehicle of communication. Their ability to reach, through social media, a significant number of people and influence their buying decisions, both positively and negatively, has become a new paradigm for brands. Here the concepts of influence marketing and digital influencers arise. Brands can see them as a mandatory intermediary, in order to meet consumers’ expectations and needs. To better understand the role of influence marketing in brand communication, we developed a case study focused on a Becel brand campaign. In order to do so, qualitative methods - participant observation, documentary analysis and interview - and quantitative methods - surveys targeting the Portuguese consumers were used. The results of the study indicated that the role of influence marketing is fundamentally the amplification of a campaign message, by a relevant number of people, allowing faster and easier access to brands, turning into greater consumer confidence.
Description
Keywords
Marcas Prosumer Marketing de influência Influenciadores digitais Brands Influencer marketing Digital influencers