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Este trabalho foi realizado no âmbito do estudo do conceito influencer marketing, com o objectivo de entender de que forma é possível potenciar os resultados das parcerias desenvolvidas entre as marcas de moda e as fashion influencers na plataforma Instagram. O trabalho de investigação é iniciado com uma revisão de literatura abrangendo os diferentes temas inerentes a este trabalho, como a evolução dos conceitos social media e influencer, o aparecimento do influencer marketing como nova técnica de word-of-mouth, a análise do processo de decisão de compra e a aplicação específica dos conceitos à indústria da moda. Seguidamente, é desenvolvido um estudo de caso no qual é analisado o percurso de duas fashion influencers. Foi utilizada uma abordagem qualitativa, utilizando como metodologia a entrevista semi-estruturada. Como principais conclusões do trabalho, salienta-se o facto de as influencers serem maioritariamente movidas por factores de auto-realização e auto-expressão da sua criatividade e paixão; a existência de esforço adicional quando trabalham com marcas com as quais se identificam; a preferência das influencers pelo estabelecimento de parcerias a longo prazo com marcas com que se identifiquem, em detrimento do desenvolvimento de campanhas específicas e isoladas no tempo com um maior numero de marcas; a existência de desafios inerentes à constante actualização de funcionalidades da plataforma Instagram. A principal limitação do estudo prende-se com a contemporaneidade do conceito influencer marketing e na falta de literatura disponível, o que, logo à partida, limita as possíveis descobertas.
This work was carried out in the studying of the concept of marketing influencer with the aim of understanding in which way it is possible to potentiate the results of the partnerships developed within this fashion brands and fashion influencers on the Instagram platform. The research work begins with a literature review covering the different issues arising in this work, like the evolution of the social media and influencer concepts, the rise and appearance of the marketing influencer as a new technique of word-of-mouth, the analysis of the buying decision and the specific application of the concepts to the fashion industry. After this, a study case is developed in which it will be possible to observe the paths of two fashion influencers. A qualitative approach was used by having a semi structured interview methodology. As main conclusions of this work, stands out the fact that the majority of the influencers are moved for some factors such as self-realization and self-expression of their creativity and passion; the existence of some extra additional effort when they work with brands with whom they identify themselves; their preference for the establishment of long-term partnerships with brands they care about, to the detriment of the development of specific and isolated campaigns in time with a major number of brands; the existence of challenges that have to be with the constant Instagram features updates. The main study restriction relates to the contemporaneity of the marketing influencer concept and the lack of literature available, which, right away, limits the possible findings.
This work was carried out in the studying of the concept of marketing influencer with the aim of understanding in which way it is possible to potentiate the results of the partnerships developed within this fashion brands and fashion influencers on the Instagram platform. The research work begins with a literature review covering the different issues arising in this work, like the evolution of the social media and influencer concepts, the rise and appearance of the marketing influencer as a new technique of word-of-mouth, the analysis of the buying decision and the specific application of the concepts to the fashion industry. After this, a study case is developed in which it will be possible to observe the paths of two fashion influencers. A qualitative approach was used by having a semi structured interview methodology. As main conclusions of this work, stands out the fact that the majority of the influencers are moved for some factors such as self-realization and self-expression of their creativity and passion; the existence of some extra additional effort when they work with brands with whom they identify themselves; their preference for the establishment of long-term partnerships with brands they care about, to the detriment of the development of specific and isolated campaigns in time with a major number of brands; the existence of challenges that have to be with the constant Instagram features updates. The main study restriction relates to the contemporaneity of the marketing influencer concept and the lack of literature available, which, right away, limits the possible findings.
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Influencer marketing Influencer Micro-influencer Instagram Autenticidade Authenticity