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Influenciando o consumo : uma pesquisa sobre o marketing desenvolvido nas redes sociais
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| 1.32 MB | Adobe PDF |
Abstract(s)
Encontramo-nos num mundo em constante transformação. Os indivíduos passam horas a fio presos a um ecrã saltando de rede social em rede social. Ouvimos que “as crianças parecem ter nascido agarradas a um telemóvel”, mas não aproveitamos esse facto a nosso favor? Na atualidade, alega-se que a “chave” para o sucesso de qualquer empreendimento reside nas novas tecnologias e, é inegável, que as redes sociais estão intrinsecamente ligadas a esse contexto. Considerando que a vida das pessoas se concentra, cada vez mais, no mundo online, em detrimento do offline, e que desde a empresas de menores dimensões até multinacionais possuem perfis em plataformas digitais, porque não encarar, de forma positiva, o desenvolvimento de estratégias de marketing desenvolvido nestas redes? À medida que a sociedade se adapta a uma dinâmica online, é imperativo reconhecer o impacto significativo que uma presença assertiva nas plataformas digitais pode ter no sucesso e na viabilidade de um negócio. A figura do influencer, ou criador de conteúdos, é reconhecida, internacionalmente, como uma profissão. Um sujeito pode ser médico, advogado, pedreiro ou influencer. Esta ocupação impacta-nos a todos nós, de forma direta ou indireta, estabelecendo novas tendências ou “ressuscitando” anteriores. Falamos de figuras com impacto as quais operam em meios de alcance universal, tornando a sua presença impactante à escala global, pelo que não poderemos deixar de compreender como limitadora a atuação de um marketer que desconsidere as possibilidades proporcionadas pelo recurso ao marketing de influência. Para estar in temos de viver no momento, embebendo-nos das tendências atuais. Por sua vez, estas são-nos apresentadas pelos criadores de conteúdo nas suas plataformas. Alguns afirmam nem terem redes sociais ou questionam o cabimento de darem relevo àquilo que os outros fazem. No entanto, apesar de tais comentários, a realidade é que, no final do dia, direta ou indiretamente, somos confrontados e influenciados com o que os outros nos apresentam. O ser humano, enquanto animal social, enriquece o modo como se apresenta, pensa e age com base na perceção do ambiente que o circunda. Quando observamos alguém a realizar uma determinada ação ou a adquirir um certo objeto, mesmo que de forma inconsciente, somos suscetíveis a desenvolver uma determina reação. A este fenómeno chamamos de influência. O exposto foi mencionado de forma limitada. Contudo, se pensarmos nos criadores de conteúdo, os quais detêm uma influência de vasta abrangência, verificamos que é inegável a capacidade destes indivíduos de impactar um grande número de sujeitos. Neste estudo objetivamos compreender o que é o marketing de influência desenvolvido por estes sujeitos. Especificamente, investigamos se recorrer a esta abordagem, em duas das plataformas mais preponderantes da atualidade (Instagram e TikTok), se configura como um recurso complementar eficaz a ser empregado pelos marketers, na contemporaneidade, a fim de potencializar a visibilidade e as vendas de marcas e empresas. Na sequência do exposto, o nosso estudo resume-se a aferir se o marketing de influência é capaz de influenciar positivamente o marketing, no seu todo, (está in) ou se este não se apresenta como uma ferramenta, efetivamente útil para a estratégia de promoção de um negócio (está out)?
We live in a world undergoing constant transformation. Individuals spend several hours glued to a screen, scrolling from one social media platform to another. It is often said that “children seem to have been born attached to a smartphone”, so why we do not use this for our benefit? Nowadays, it is asserted that the “key element” to the success of any business lies in new technologies, and it is undeniable that social media is intrinsically linked to this context. Considering that the human being is centering its life around the online realm, and that business, from small enterprises to huge corporations, have profiles on digital platforms, why not look at the development of marketing strategies on social media platforms as something positive? As the society adapts to a virtual reality, it Is imperative to recognize the significant impact that an assertive presence on social media platforms might have on brand awareness, recognition, and sales. The figure of an influencer, or content creator, is recognized, worldwide, as a legitimate profession. An individual can be a doctor, a lawyer, a bricklayer, or an influencer. This job influences all of us directly or indirectly, establishing new trends or “resurrecting” old ones. We are talking about people who operate on worldwide platforms and with their actions can impact on a global scale. Therefore, one cannot express how limiting it would be, for a marketer, to disregard the possibilities offered by the influencer marketing. To be “in”, we must live in the moment, absorbing all the current trends. These trends are shown to us by content creators, daily, on their platforms. Some may claim that they do not use social media at all or question the relevance of giving attention to what others do. However, despite such comments, the reality is that, at the end of the day, directly or indirectly, we are confronted and influenced by our surroundings. As social beings, humans enrich how they present themselves, think, and act based on their perception of the environment they are insert. When we observe someone adopting a specific action or acquiring a certain object, even without notice, we are prone to develop a certain reaction. This phenomenon is what we call influence. The aforementioned points were present on a limited scale. Now, when we consider content creators, who wield widespread their influence, it is undeniable that these individuals have the capacity to cause an impact on wider scale. In this study, our purpose is to understand what influencer marketing, developed by these individuals entails. More precisely, we will investigate if utilizing this kind of strategies, on two of the most prominent platforms today (Instagram and TikTok) is an effective complementary resource for marketers in the contemporary. Following the above, our study aims to determine whether influencer marketing is capable of positively influence the marketing, as a whole (is “in”) or if is not a useful tool for a business promotion strategy (is “out”).
We live in a world undergoing constant transformation. Individuals spend several hours glued to a screen, scrolling from one social media platform to another. It is often said that “children seem to have been born attached to a smartphone”, so why we do not use this for our benefit? Nowadays, it is asserted that the “key element” to the success of any business lies in new technologies, and it is undeniable that social media is intrinsically linked to this context. Considering that the human being is centering its life around the online realm, and that business, from small enterprises to huge corporations, have profiles on digital platforms, why not look at the development of marketing strategies on social media platforms as something positive? As the society adapts to a virtual reality, it Is imperative to recognize the significant impact that an assertive presence on social media platforms might have on brand awareness, recognition, and sales. The figure of an influencer, or content creator, is recognized, worldwide, as a legitimate profession. An individual can be a doctor, a lawyer, a bricklayer, or an influencer. This job influences all of us directly or indirectly, establishing new trends or “resurrecting” old ones. We are talking about people who operate on worldwide platforms and with their actions can impact on a global scale. Therefore, one cannot express how limiting it would be, for a marketer, to disregard the possibilities offered by the influencer marketing. To be “in”, we must live in the moment, absorbing all the current trends. These trends are shown to us by content creators, daily, on their platforms. Some may claim that they do not use social media at all or question the relevance of giving attention to what others do. However, despite such comments, the reality is that, at the end of the day, directly or indirectly, we are confronted and influenced by our surroundings. As social beings, humans enrich how they present themselves, think, and act based on their perception of the environment they are insert. When we observe someone adopting a specific action or acquiring a certain object, even without notice, we are prone to develop a certain reaction. This phenomenon is what we call influence. The aforementioned points were present on a limited scale. Now, when we consider content creators, who wield widespread their influence, it is undeniable that these individuals have the capacity to cause an impact on wider scale. In this study, our purpose is to understand what influencer marketing, developed by these individuals entails. More precisely, we will investigate if utilizing this kind of strategies, on two of the most prominent platforms today (Instagram and TikTok) is an effective complementary resource for marketers in the contemporary. Following the above, our study aims to determine whether influencer marketing is capable of positively influence the marketing, as a whole (is “in”) or if is not a useful tool for a business promotion strategy (is “out”).
Description
Keywords
Social medial marketing Influencer marketing Social media Influencer Plataformas digitais Digital platforms
Citation
Publisher
CC License
Without CC licence