A importância dos influencers na estratégia de digitalização das marcas de moda e o impacto nas intenções de compra dos Millennials

: estudo de caso El Corte Inglés Portugal

Abstract

Nowadays, there has been an increasing mutation on consumer habits, and a consequent impact on the way brand should communicate with their consumers. With the exponential growth of digital media, new forms of dialogue and content sharing are emerging, giving the spotlight to the new “digital opinion leaders” – the influencers.The current dissertation intends to analyze the importance that influence marketing can bring to digitalization strategies of fashion brands, and consequent impact on Millennials purchase intentions. It will be based on a case study, centered on El Corte Inglés Portugal, specifically on its fashion brands.The methodological strategy was designed using only qualitative methods like two interviews and four focus group. With the main purpose of crossing perspectives of the brand under study, with the inputs of Millennials consumers.Through the results obtained, it was understood the importance of an influential marketing strategy, to reach news audiences, led by influencers who communicate the brand values. They assume the role of spokespersons who manage to achieve an interesting proximity with their audiences, as well as influence them.

Date of Award	1 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)