| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.21 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos últimos anos temos vindo a acompanhar uma evolução digital sem precedentes, o que
conduziu a que a sociedade se deparasse com novos desafios ao nível da comunicação. A
internet passou a ser adotada como um meio de comunicação pessoal e profissional. Com
isto, os social media têm sido um dos meios de comunicação baseados na internet mais
desenvolvidos, utilizados e valorizados pelos consumidores. Perante esta situação, foi
necessária uma adaptação por parte das organizações e marcas a esta nova realidade e a
novas formas de comunicar com as suas audiências. Dada a facilidade com que os conteúdos
online são agora produzidos e divulgados, a reputação das organizações encontra-se mais
exposta que nunca, sendo essencial adotar uma nova estratégia para acompanhar e interagir
com os consumidores atuais e potenciais.
Deste modo, o tema da presente investigação prende-se com a influência dos social media
sobre as perceções sobre a reputação corporativa das marcas, no setor da cosmética. Mais
concretamente, o presente estudo foca a marca Nivea devido à sua posição de liderança em
muitas categorias deste setor, bem como ao seu historial de mais de 100 anos de existência.
A investigação procura averiguar se a presença desta marca nos social media (em especial
no Instagram) afeta as perceções que os consumidores têm relativamente sobre a sua
reputação corporativa. Assim, o tema abordado tem como principais objetivos caracterizar a
presença da marca Nivea Portugal no Instagram e determinar se essa presença tem o poder
de impactar as perceções dos consumidores acerca da reputação corporativa da mesma e em
que moldes isso acontece.
Neste âmbito, foi delineada uma metodologia que envolveu uma entrevista a um profissional
da empresa que detém a marca – a Beiersdorf -, responsável por gerir as redes sociais,
seguida de um inquérito por questionário a consumidores Nivea e utilizadores do Instagram.
Perante o estudo realizado foi possível verificar que os dados confirmaram as premissas e
hipóteses iniciais e, embora a amostra utilizada não possa ser considerada representativa do
universo, nem os resultados possam ser generalizados, as conclusões lançam as bases para
futuras investigações.
In recent years we have been following an unprecedented digital evolution, which has led society to face new challenges in terms of communication. The internet has been adopted as a means of personal and professional communication. With this, social media has been one of the most developed, used, and valued internet-based means of communication by consumers. Given this situation, organizations and brands had to adapt to this new reality and to new ways of communicating with their audiences. Given the ease with which online content is now produced and disseminated, the reputation of organizations is more exposed than ever, being essential to adopt a new strategy to monitor and interact with current and potential consumers. In this context, the object of this research is related to the influence of social media consumers’ perceptions of the corporate reputation of brands in the cosmetics industry. More specifically, this study focuses on the Nivea brand due to its leading position in many categories of this sector, as well as to its history of more than 100 years of existence. The research seeks to investigate whether the presence of this brand in social media (especially Instagram) affects the perceptions that consumers have about its corporate reputation. Therefore, the theme addressed has as main objectives to characterize the presence of the brand Nivea Portugal on Instagram and to determine whether this presence has the power to impact consumers' perceptions of its corporate reputation and how this happens. The methodology outlined for the study implicates an interview with a professional from the company that owns the brand - Beiersdorf -, responsible for managing social media, followed by a questionnaire survey to Nivea consumers and Instagram users. In view of the study carried out it was possible to verify that the data confirmed the assumptions and initial hypotheses and, although the sample used cannot be considered representative of the universe, nor can the results be generalized, the conclusions lay the foundation for future research.
In recent years we have been following an unprecedented digital evolution, which has led society to face new challenges in terms of communication. The internet has been adopted as a means of personal and professional communication. With this, social media has been one of the most developed, used, and valued internet-based means of communication by consumers. Given this situation, organizations and brands had to adapt to this new reality and to new ways of communicating with their audiences. Given the ease with which online content is now produced and disseminated, the reputation of organizations is more exposed than ever, being essential to adopt a new strategy to monitor and interact with current and potential consumers. In this context, the object of this research is related to the influence of social media consumers’ perceptions of the corporate reputation of brands in the cosmetics industry. More specifically, this study focuses on the Nivea brand due to its leading position in many categories of this sector, as well as to its history of more than 100 years of existence. The research seeks to investigate whether the presence of this brand in social media (especially Instagram) affects the perceptions that consumers have about its corporate reputation. Therefore, the theme addressed has as main objectives to characterize the presence of the brand Nivea Portugal on Instagram and to determine whether this presence has the power to impact consumers' perceptions of its corporate reputation and how this happens. The methodology outlined for the study implicates an interview with a professional from the company that owns the brand - Beiersdorf -, responsible for managing social media, followed by a questionnaire survey to Nivea consumers and Instagram users. In view of the study carried out it was possible to verify that the data confirmed the assumptions and initial hypotheses and, although the sample used cannot be considered representative of the universe, nor can the results be generalized, the conclusions lay the foundation for future research.
Description
Keywords
Reputação corporativa Cosmética Consumidor Social media Corporate reputation Cosmetics Consumer Instagram