Abstract
This Internship Report focuses on the importance of holding events and the presence of influencers in them for the awareness of the beauty brands of the Companhia das Soluções Communication Agency. Therefore, for the theoretical framework, some topics of interest for research are analyzed, such as the communication agencies market, the internet and Web 2.0, social networks, Instagram, influencers and their followers, the concept of an event and its evolution, as well as the various types of events and their importance for brands.Given the increasing popularity of influencer presence at beauty brand events, and despite several studies exploring the role of influencers in creating value for brands, there is little research that focuses on the role of influencers presence in an event. and the notoriety they can bring to beauty brands.
To answer the starting question “What is the importance of events and the presence of influencers in them for the awareness of the beauty brands of Companhia das Soluções?”, I sought the perspective of employees of the communication agency where the internship was developed. curriculum, the Soluções company, as well as the perspective of influencers who have already attended beauty brand events organized by the respective communication agency. In this way, an ethnographic methodology was applied, consisting of Participant Observation, Structured Interviews and a Literature Review, since it is better suited to the internship experience and contact with the reality of the communication agency.
From this investigation it is possible to better understand what influencers are, how they move and act in the digital environment and the influence they exert on their audience, insofar as they result in great importance for brands, thus bringing them greater notoriety within your target audience. It is thus clear how important the holding of events and the presence of influencers are for the notoriety of the beauty brands of Companhia das Soluções
Date of Award | 7 Jun 2023 |
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Original language | Portuguese |
Awarding Institution |
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Supervisor | João Simão (Supervisor) |
Keywords
- Events management
- Beauty brands
- Social media
- Communication agency’s
Designation
- Mestrado em Ciências da Comunicação