A influência das redes sociais online na decisão de compra do consumidor

: estudo de caso da marca Adidas em Portugal

Abstract

Social networking sites (SNS) are, nowadays, a digital communication tool that has gained a prominent place in the marketing strategies of companies as they promote proximity to users, allow the dissemination of products and brands use them as an information source. As SNS are an essential platform for brand promotion, there are more and more strategies involving brand ambassadors who are considered important opinion leaders and can serve as a form of advertising. In order to understand the impact that SNS can have on the consumer, the research focused on a case study. The German brand adidas was chosen in order to analyze its action in Portugal, and since it does not have national profiles in SNS, the goal was to understand what alternative strategies it uses in the Portuguese market and how the brand influences its consumer. To this end, a questionnaire survey was conducted for Portuguese consumers, distributed through e-mail and SNS; and interviews were carried out to four people: the communication and marketing manager of adidas, and three of the brand ambassadors in Portugal (one blogger and two youtubers). The conclusions of the study show that Portuguese consumers are influenced by SNS and consider it important that brands be present in these platforms. However, they continue to value more websites and stores as a way to get information, search before making a purchase or to see new products. Even so, it is possible to understand that the phenomenon of influencers is gaining ground with regard to their publications on SNS as a form of advertising and is clearly the future of marketing strategies in sports brands.

Date of Award	21 Mar 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cátia Ferreira (Supervisor)