O marketing digital nos media sociais

: o papel dos micro-influenciadores na Allianz Global Assistance

Abstract

This study aims to clarify digital marketing dynamics in online platforms such as social media that have become very important after the society’s digitalization and the fact that companies saw its branded messages’ effectiveness decrease when they were aired in traditional media like television, radio and press. Therefore, we explore the core fundaments that led digital marketing to be more and more preponderant in companies’ communication strategies and how these social media allowed na unprecedent closeness between brands and consumers, besides that, with its functionalities, some users began to produce and share content, becoming more notorious and reaching the status of digital influencers, and starting to work with companies acting as intermediates between the mand its clients. The empirical study took Allianz Global Assistance as case study and it is composed of semi-structured interviews with marketeers and a digital influencer, alongside a content analysis to the company’s Facebook and Instagram profiles. We concluded that social media must be seen as more than just comercial channels and that consumers now prefer getting to know products and services through digital influencers than directly from brands.

Date of Award	11 May 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)