O impacto do marketing de influência nos hábitos de consumo de fast fashion em Portugal

  • Sara Martins dos Santos Ramalho (Student)

Student thesis: Master's Thesis

Abstract

The development of the Internet and, consequently, the Digital Media, has led to several changes in marketing strategies, emerging, with these, new approaches among which stands out the Influence Marketing, as well as Online Opinion Leaders, also known as Digital Influencers, who, through their platforms and based on their experiences, suggestions and tips on fashion are able to interfere in the shopping habits of consumers. This dissertation focuses on understanding the relationship between Digital Influencers and the promotion of Fast Fashion brands or products, focusing substantially on the strategies used by influencers for the dissemination of this type of industry. The investigation is divided into two parts: the first presents the theoretical framework, supported by the literature review and the second refers to the empirical work which consisted of a content analysis of the Profiles of Instagram and YouTube of three Portuguese Digital Influencers considered mid-tier, who share daily content related to fashion among other themes. The main conclusions reveal that Digital Influencers incite changes in the buying habits of followers, by sharing both organically and commercially brands and products, namely Fast Fashion, which demonstrates that influencers cause profound changes in the way fashion is shared and consumed.
Date of Award17 Mar 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNelson Ribeiro (Supervisor)

Keywords

  • Influence marketing
  • Digital influencers
  • Fashion
  • Fast fashion
  • Consumption habits
  • Followers

Designation

  • Mestrado em Ciências da Comunicação

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