O impacto das redes sociais na conversa entre as marcas e o consumidor

Abstract

This work was carried out in the studying of the concept of marketing influencer with the aim of understanding in which way it is possible to potentiate the results of the partnerships developed within this fashion brands and fashion influencers on the Instagram platform. The research work begins with a literature review covering the different issues arising in this work, like the evolution of the social media and influencer concepts, the rise and appearance of the marketing influencer as a new technique of word-of-mouth, the analysis of the buying decision and the specific application of the concepts to the fashion industry. After this, a study case is developed in which it will be possible to observe the paths of two fashion influencers. A qualitative approach was used by having a semi structured interview methodology. As main conclusions of this work, stands out the fact that the majority of the influencers are moved for some factors such as self-realization and self-expression of their creativity and passion; the existence of some extra additional effort when they work with brands with whom they identify themselves; their preference for the establishment of long-term partnerships with brands they care about, to the detriment of the development of specific and isolated campaigns in time with a major number of brands; the existence of challenges that have to be with the constant Instagram features updates. The main study restriction relates to the contemporaneity of the marketing influencer concept and the lack of literature available, which, right away, limits the possible findings.

Date of Award	24 Jul 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Luís Andrade Serra Moreira de Campos (Supervisor)