Interações na blogosfera

: o papel dos blogs na divulgação da moda em Portugal

Abstract

This study will analyse the type of content included in fashion blogs, in order to understand how companies integrate the blogosphere in their digital marketing plan, the type of relationship established between brands and bloggers, and whether the fashion industry recognises bloggers as opinion-makers. In order to understand this relationship, we developed a research methodology based on the content and textual analysis of three Portuguese fashion blogs, with the aim of deconstructing the data of their posts to understand the relevance of those elements and, at the same time, the value of this digital platform for the marketing strategies of the companies. The findings of this analysis allow us to conclude that there is an interest from companies to connect with the Portuguese blogs, which is further proven by the presence of communication actions of national and international brands in this digital environment, with companies thus recognising the importance of blogs for the promotion of their products and services. We also conclude that most posts have a commercial content with the goal of advertising the products, services or brands. It is also worth noting that the majority of the advertised products is related to the fashion industry, and most of them are accessible to the general public.

Date of Award	24 Apr 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)