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Abstract(s)
O desenvolvimento tecnológico das plataformas de informação e comunicação,
proporcionou novas oportunidades aos seus utilizadores principalmente, no que diz respeito,
à origem de novas formas de relacionamento entre pessoas e marcas.
O consumo de conteúdos criados por influenciadores digitais tem vindo a crescer,
dado que o número de visitantes desses conteúdos também tem vindo a aumentar.
Este estudo analisa a marca Chiara Ferragni, que para além de ser uma marca criada
por uma influenciadora digital, mantem ligações profissionais com outros influenciadores
digitais.
Tendo em conta este cenário, o propósito que se pretende alcançar através desta
pesquisa é perceber qual é o impacto e a relevância dos influenciadores digitais, e de que
forma contribuem para o consumo de marcas de luxo. Assim sendo, também foi pretendido
estudar quais os fatores que contribuem para os consumidores serem persuadidos por
influenciadores digitais a adquirirem produtos da marca Chiara Ferragni.
Para atingir o objetivo dessa pesquisa foi seguida uma metodologia qualitativa e
realizado um inquérito por questionário online, onde posteriormente os dados recolhidos
foram analisados com software SPSS.
Este projeto de investigação está focado em quatro principais aspetos: o luxo, os
influenciadores digitais, a marca Chiara Ferragni e os seus consumidores ou potenciais
consumidores. Sendo esta investigação realizada através de um inquérito por questionário
distribuído em Portugal, através de uma amostra por conveniência.
The technological development of information and communication platforms has provided new opportunities to its users, mainly with regard to the origin of new forms of relationship between people and brands. The consumption of content created by digital influencers has been growing, as the number of visitors to this content has also been increasing. This study analyzes the Chiara Ferragni brand, which in addition to being a brand created by a digital influencer, maintains professional connections with other digital influencers. Given this scenario, the purpose of this research is to understand the impact and relevance of digital influencers, and how they contribute to the consumption of luxury brands. Therefore, it was also intended to study which factors contribute to consumers being persuaded by digital influencers to purchase products from the Chiara Ferragni brand. To achieve the objective of this research, a qualitative methodology was followed and an online questionnaire survey was carried out, where the collected data were later analyzed with SPSS software. This research project is focused on four main aspects: luxury, digital influencers, the Chiara Ferragni brand and its consumers or potential consumers. This investigation was carried out through a questionnaire survey distributed in Portugal, through a convenience sample.
The technological development of information and communication platforms has provided new opportunities to its users, mainly with regard to the origin of new forms of relationship between people and brands. The consumption of content created by digital influencers has been growing, as the number of visitors to this content has also been increasing. This study analyzes the Chiara Ferragni brand, which in addition to being a brand created by a digital influencer, maintains professional connections with other digital influencers. Given this scenario, the purpose of this research is to understand the impact and relevance of digital influencers, and how they contribute to the consumption of luxury brands. Therefore, it was also intended to study which factors contribute to consumers being persuaded by digital influencers to purchase products from the Chiara Ferragni brand. To achieve the objective of this research, a qualitative methodology was followed and an online questionnaire survey was carried out, where the collected data were later analyzed with SPSS software. This research project is focused on four main aspects: luxury, digital influencers, the Chiara Ferragni brand and its consumers or potential consumers. This investigation was carried out through a questionnaire survey distributed in Portugal, through a convenience sample.
Description
Keywords
Influenciadores digitais Marcas de luxo Instagram Chiara Ferragni Digital influencers Luxury brands