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Advisor(s)
Abstract(s)
Com o aparecimento das media sociais verificaram-se mudanças significativas na forma como as pessoas se comunicam umas com as outras e, consequentemente, afetando
igualmente a comunicação entre as marcas e os seus consumidores. No mercado do luxo
estas mudanças ocorreram de forma mais demorada. As marcas de luxo receavam comunicar num canal associado à comunicação para as massas, pois acreditavam que a comunicação através das media sociais estaria a pôr em causa a própria definição de luxo
comprometendo assim o seu valor enquanto marca. No entanto, as media digitais aproximaram as marcas de luxo a novos clientes e são consideradas, nos dias de hoje,
ferramentas muito úteis para o seu crescimento no mercado. Dada a importância que as media sociais representam para as marcas de luxo, com o presente estudo pretende-se perceber como estas marcas comunicam com os seus seguidores através do Instagram. O Instagram é uma das plataformas sociais mais utilizada a nível global e um dos principais canais escolhidos pelas marcas para comunicar digitalmente. O presente estudo apresenta a reflexão sobre este tópico através de uma análise de conteúdo das publicações do Instagram de uma das marcas de luxo com maior presença digital, a Dior. Procurou
compreender-se de que forma a marca comunica com os seus consumidores, através do
Instagram e verificar quais são as temáticas que possuem maior interação de forma a entender quais são as preferência dos seus seguidores.
With the arising of social media, there have been significant changes in the way people communicate with each other and, consequently, in the communication between brands and their consumers. In the luxury market these happened more slowly. Luxury brands didn’t want to communicate in a channel associated with mass communication. These brands believed that communication through social media would be putting into question the very definition of luxury, thus compromising its value as a brand. However, the opposite happened, digital media brought luxury brands closer to new customers and are considered, nowadays, very useful tools for their growth in the market. Given the importance that social media represents for luxury brands, this study aims to understand how these brands communicate with their followers through Instagram. Instagram is the most used social platform globally and one of the main channels chosen by brands to communicate digitally. The reflection on this topic will be carried out through the content analysis of the Instagram publications of Dior, since it’s one of the luxury brands with the highest digital presence.The brand's Instagram will be analyzed in order to understand how it communicates with its consumers, through this type of platform, and also check which themes have the greatest interaction in order to understand what are the preferences of its followers.
With the arising of social media, there have been significant changes in the way people communicate with each other and, consequently, in the communication between brands and their consumers. In the luxury market these happened more slowly. Luxury brands didn’t want to communicate in a channel associated with mass communication. These brands believed that communication through social media would be putting into question the very definition of luxury, thus compromising its value as a brand. However, the opposite happened, digital media brought luxury brands closer to new customers and are considered, nowadays, very useful tools for their growth in the market. Given the importance that social media represents for luxury brands, this study aims to understand how these brands communicate with their followers through Instagram. Instagram is the most used social platform globally and one of the main channels chosen by brands to communicate digitally. The reflection on this topic will be carried out through the content analysis of the Instagram publications of Dior, since it’s one of the luxury brands with the highest digital presence.The brand's Instagram will be analyzed in order to understand how it communicates with its consumers, through this type of platform, and also check which themes have the greatest interaction in order to understand what are the preferences of its followers.
Description
Keywords
Marcas de moda de luxo Medias sociais Luxo no digital Análise de conteúdo Instagram Luxury fashion brand Social media Digital luxury Content analysis