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Abstract(s)
As plataformas digitais têm vindo a ganhar cada vez mais expressão e a alavancar a comunicação online. Cada vez mais as marcas reconhecem nos media online um recurso estratégico para anunciar os seus produtos e construir relacionamentos sólidos com o seu público. A crescente visibilidade dos influenciadores surgiu como um veículo de comunicação para as marcas, que lhes reconhecem grande capacidade numa função de líderes de opinião, capazes de influenciar o comportamento de compra dos consumidores, através suas recomendações. Da mesma forma, as crianças ganharam relevância no mercado influenciador digital, principalmente no que respeita à influência nos seus pares. Sendo um fenómeno relativamente recente, é importante compreender as perspetivas dos principais stakeholders envolvidos neste processo. Assim, foram auscultadas as perceções de marcas, pais, meios, agências e, sendo um tema sensível e que envolve menores, juristas que trabalham ou trabalharam com menores. Para o efeito, optou-se por uma abordagem de natureza qualitativa, com uma estratégia de inquérito por entrevista, com a realização de 14 entrevistas semiestruturadas: uma a um gestor de marcas infantis de brinquedos; cinco a pais de agregados familiares diferentes sem relações entre si; duas a responsáveis pela direção de publicidade de dois meios distintos; quatro a profissionais de agências; e duas a juristas. A investigação permitiu compreender as perceções das marcas, pais, dos diferentes players no mercado e foi possível ainda enriquecer compreender a perspetiva de dois juristas. Os resultados mostram que as preocupações éticas são muito evidentes e norteiam a preocupação quer de juristas, como agências e meios quando se trata de comunicação com kidfluencers. Por outro lado, é identificada a reduzida dimensão do fenómeno em Portugal, o que leva a que sejam utilizados, nas comunicações para crianças, influenciadores jovens adultos. Ainda que se admita que este é um mercado em crescimento, a par com o de marketing de influência, são ainda mantidas algumas reservas em relação ao mesmo. Continua a ser um fenómeno pouco explorado, principalmente pela sua reduzida dimensão e pelas preocupações éticas que suscita.
Digital platforms have been gaining more and more expression and leveraging communication through this media. More and more, brands recognize social media as a strategic resource to advertise their products and build solid relationships with their audience. The increasing visibility of influencers emerged as a communication vehicle for brands, to whom they recognize a great capacity of opinion leadership, thus being able to shape and develop purchase behaviors based on their recommendations. Likewise, children have gained relevance in the digital influencer marketing market, especially influencing their peers. Being a relatively recent phenomenon, it is important to understand the prespective of the main stakeholders involved in this process. It is equally important to understand the perspectives of the main stakeholders involved in the process. Thus, the perceptions of brands, parents, media, agencies and, as this is a sensitive topic involving children, legal experts who work or have worked with minors were consulted. For that, a qualitative approach was done, including an interview survey strategy, with 14 semi-structured interviews: one with a manager of children's toys brands; five to parents from different households with no relationship with each other; two responsible for the Advertising Direction of two different media partners; four to agency professionals; and to two to jurists. The investigation made it possible to understand the perception of brands, parents, different players in the market and it was possible to complement it with the perspective of two jurists. Results show that ethical concerns are very evident and guide the concern of both jurists, agencies and media when it comes to communication with kidfluencers. On the other hand, a small dimension of the phenomenon in Portugal is identified, which leads to young adult influencers being used in communications for children. Even though it is admitted that this is a growing market, along with influencer marketing, there are still some reservations regarding it. It continues to be an underexplored phenomenon, mainly due to its small dimension and ethical concerns it raises.
Digital platforms have been gaining more and more expression and leveraging communication through this media. More and more, brands recognize social media as a strategic resource to advertise their products and build solid relationships with their audience. The increasing visibility of influencers emerged as a communication vehicle for brands, to whom they recognize a great capacity of opinion leadership, thus being able to shape and develop purchase behaviors based on their recommendations. Likewise, children have gained relevance in the digital influencer marketing market, especially influencing their peers. Being a relatively recent phenomenon, it is important to understand the prespective of the main stakeholders involved in this process. It is equally important to understand the perspectives of the main stakeholders involved in the process. Thus, the perceptions of brands, parents, media, agencies and, as this is a sensitive topic involving children, legal experts who work or have worked with minors were consulted. For that, a qualitative approach was done, including an interview survey strategy, with 14 semi-structured interviews: one with a manager of children's toys brands; five to parents from different households with no relationship with each other; two responsible for the Advertising Direction of two different media partners; four to agency professionals; and to two to jurists. The investigation made it possible to understand the perception of brands, parents, different players in the market and it was possible to complement it with the perspective of two jurists. Results show that ethical concerns are very evident and guide the concern of both jurists, agencies and media when it comes to communication with kidfluencers. On the other hand, a small dimension of the phenomenon in Portugal is identified, which leads to young adult influencers being used in communications for children. Even though it is admitted that this is a growing market, along with influencer marketing, there are still some reservations regarding it. It continues to be an underexplored phenomenon, mainly due to its small dimension and ethical concerns it raises.
Description
Keywords
Influenciadores Kidfluencers Marketing de influência Marcas Pais Players Children Influencers Influence marketing Brands Parents Players