A influência dos social media na perceção dos consumidores sobre a reputação corporativa no setor da cosmética

: estudo de caso a marca NIVEA no Instagram

Abstract

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.

Date of Award	9 Mar 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mariana Victorino (Supervisor)