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Abstract(s)
Esta dissertação iniciou uma investigação acerca da influencia do UGC no valor das marcas
de beleza no Instagram, de forma a aumentar a presença da marca online e reforçar a lealdade
à marca. Os social media podem se tornar em ferramentas de comunicação eficaz na gestão
da relação marca-consumidor e na atração e envolvimento da audiência. Os social media,
não só, permitem a criação e partilha de conteúdo da marca, mas também ajudam a criar a
comunidade da marca online, onde os próprios consumidores criam user-generated content
sobre a marca, que, por sua vez, influencia a perceção do valor da marca.
Numa primeira fase, foram realizadas análises de conteúdo às publicações da Sephora no
Instagram e ao feed do UGC sobre a Sephora, para comparar o envolvimento e interação da
comunidade online nas duas formas de conteúdo.
Contudo, o estudo concentrou-se na perceção e utilidade dos consumidores de beleza acerca
do UGC no Instagram e a perceção do valor da marca Sephora para os consumidores e
seguidores da marca no Instagram, segundo o modelo de Brand Equity Ten de Aaker (1991).
Os motivos que contribuem para a criação de UGC de valor, provém da interação, da
lealdade à marca e da notoriedade da marca no mercado, que influencia a perceção da
qualidade dos produtos. Assim, a Sephora deve investir na interação com comunidade da
marca online, de forma a atrair o consumidor para a sua página, e envolvê-lo, para o
incentivar a criar UGC de valor. Concluiu-se, pelos resultados do estudo, a validação das
nove hipóteses de investigação. Ou seja, o UGC é um fator essencial para moldar a perceção
do valor da marca dos consumidores de beleza.
The present study aims to show the influence of the UGC (user-generated content) on brand equity on Instagram to boost the presence of the brand online and reinforce customer loyalty to it. The social media may become an effective tool of communication in the management of the brand-customer relationship, as well as in the allure and attachment of the audience to it. Not only do the social media allow to create and share the brand content but they also help to build the brand community online, where the customers themselves create user generated content on the brand, which, in turn, influences the customer perception on brand equity. In a first stage, some content analyses were made to Sephora publications on Instagram and to the UGC feed on Sephora, which aimed to compare the involvement and interaction of the community online, in both types of content. However, this study focused on the beauty customer perception and utility of the UGC on Instagram, and also on the quality perception that customers and followers of the brand on Instagram have on Sephora brand equity, according to Aaker Brand Equity Ten model (1991).The motives that contribute to the creation of UGC on brand equity come from the interaction, the loyalty to the brand and the brand awareness, which influences the perception on the quality of the product. Thus, Sephora should invest in the interaction with the brand community online to draw the customers´attention to its page and encourage them to create UGC on brand equity. The findings of this study show that the nine hypotheses of the research were validated. In other words, the UGC is an essential factor to shape the customer perception on brand equity
The present study aims to show the influence of the UGC (user-generated content) on brand equity on Instagram to boost the presence of the brand online and reinforce customer loyalty to it. The social media may become an effective tool of communication in the management of the brand-customer relationship, as well as in the allure and attachment of the audience to it. Not only do the social media allow to create and share the brand content but they also help to build the brand community online, where the customers themselves create user generated content on the brand, which, in turn, influences the customer perception on brand equity. In a first stage, some content analyses were made to Sephora publications on Instagram and to the UGC feed on Sephora, which aimed to compare the involvement and interaction of the community online, in both types of content. However, this study focused on the beauty customer perception and utility of the UGC on Instagram, and also on the quality perception that customers and followers of the brand on Instagram have on Sephora brand equity, according to Aaker Brand Equity Ten model (1991).The motives that contribute to the creation of UGC on brand equity come from the interaction, the loyalty to the brand and the brand awareness, which influences the perception on the quality of the product. Thus, Sephora should invest in the interaction with the brand community online to draw the customers´attention to its page and encourage them to create UGC on brand equity. The findings of this study show that the nine hypotheses of the research were validated. In other words, the UGC is an essential factor to shape the customer perception on brand equity
Description
Keywords
Social media User-generated content Social media marketing Instagram marketing Valor da marca Sephora Brand equity