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Com o boom das redes sociais, surgiram novos líderes de opinião, os denominados digital influencers, que têm a capacidade de atingir um nível de proximidade junto da sua comunidade de seguidores. Nesse sentido, as marcas começaram a apostar em estratégias de marketing de influência, de forma a aproximarem-se mais do seu público, como também, a aumentá-lo.
Assim, foram estudados quer o fenómeno dos influenciadores, como também do marketing de influência, tentando, também, perceber quais as estratégias de marketing utilizadas nos setores das bebidas alcoólicas e tabaco, que apresentam um enquadramento jurídico específico em termos de comunicação comercial.
Esta dissertação analisa a utilização de digital influencers, mais propriamente de instagrammers, pelas marcas de bebidas alcoólicas e de tabaco. O estudo utilizou duas técnicas de investigação distintas: análise de conteúdo e entrevistas, quer às marcas estudadas, quer aos instagrammers envolvidos com a marca.
Com esta dissertação, foi possível compreender melhor o que são influenciadores digitais, como é que as marcas de bebidas alcoólicas e de tabaco usam este tipo de estratégia e se existem conflitos éticos a ter em conta na utilização de influenciadores digitais pelas marcas deste setor.
With the boom of social media new opinion leaders arose, the so called social media influencers, who have the capacity of achieving a close proximity among their community and their followers. With that in mind, brands started to use influencer marketing strategies with the goal of getting closer to their public and, as a consequence, broadening it. Therefore, the influencers phenomenon and influencer marketing were object of study, at the same time, as I focused on understanding which marketing strategies are used in the alcoholic drinks and the tobacco sector, as the former fit into a specific legal framework as far as commercial communication is concerned. This dissertation studies the use of digital influences, more specifically that of instagrammers, by alcoholic drinks and tobacco brands. During this study two different techniques of investigation were used: content analysis and interviews, not only to the brands that were studied but also to the instagrammers that were involved with the aforementioned brands. This dissertation allowed me to better understand what digital influencers are, how alcoholic drinks and tobacco brands use these kind of strategy and if there are ethic conflicts that one must take into consideration with the use of digital influencers by the brands in this sector.
With the boom of social media new opinion leaders arose, the so called social media influencers, who have the capacity of achieving a close proximity among their community and their followers. With that in mind, brands started to use influencer marketing strategies with the goal of getting closer to their public and, as a consequence, broadening it. Therefore, the influencers phenomenon and influencer marketing were object of study, at the same time, as I focused on understanding which marketing strategies are used in the alcoholic drinks and the tobacco sector, as the former fit into a specific legal framework as far as commercial communication is concerned. This dissertation studies the use of digital influences, more specifically that of instagrammers, by alcoholic drinks and tobacco brands. During this study two different techniques of investigation were used: content analysis and interviews, not only to the brands that were studied but also to the instagrammers that were involved with the aforementioned brands. This dissertation allowed me to better understand what digital influencers are, how alcoholic drinks and tobacco brands use these kind of strategy and if there are ethic conflicts that one must take into consideration with the use of digital influencers by the brands in this sector.
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Digital influencer Alcoholic drinks Tobacco Instagram Ethic conflicts Influencing marketing Brands Influenciador digital Bebidas alcoólicas Tabaco Entraves éticos Marketing de influência Marcas