O valor da marca no Instagram

: a influência do UGC : estudo de caso Sephora

Abstract

The present study aims to show the influence of the UGC (user-generated content) on brand equity on Instagram to boost the presence of the brand online and reinforce customer loyaltyto it. The social media may become an effective tool of communication in the management of the brand-customer relationship, as well as in the allure and attachment of the audience toit. Not only do the social media allow to create and share the brand content but they also help to build the brand community online, where the customers themselves create usergenerated content on the brand, which, in turn, influences the customer perception on brand equity.In a first stage, some content analyses were made to Sephora publications on Instagram and to the UGC feed on Sephora, which aimed to compare the involvement and interaction ofthe community online, in both types of content.However, this study focused on the beauty customer perception and utility of the UGC on Instagram, and also on the quality perception that customers and followers of the brand onInstagram have on Sephora brand equity, according to Aaker Brand Equity Ten model (1991).The motives that contribute to the creation of UGC on brand equity come from the interaction, the loyalty to the brand and the brand awareness, which influences the perception on the quality of the product. Thus, Sephora should invest in the interaction with the brand community online to draw the customers´attention to its page and encourage them to create UGC on brand equity. The findings of this study show that the nine hypotheses of the research were validated. In other words, the UGC is an essential factor to shape the customer perception on brand equity.

Date of Award	20 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)