Qual o impacto de campanhas de comunicação de marketing de influência no Instagram junto dos consumidores? Estudo de caso da marca A Vaca que Ri

Abstract

In an increasingly digitalized world, not only human relationships have been undergoing changes, but also organizations. Digital marketing has become an important area that allows the growth and development of the most diverse business areas. Currently, all companies aim to mark their presence online and outline communication strategies that allow them to be recognized in a more immediate way in what has become a global village.In this sense, other areas such as influencer marketing have been growing and establishing themselves as part of the strategic communication of several brands. Thus, this dissertation aims to analyze and understand the relationship between influencer marketing campaigns on Instagram and how Portuguese consumers perceive and act on them.This research focused on the specific case of the brand A Vaca que ri and, through an exploratory interview to the Brand Manager, the application of questionnaire surveys to consumers, and the analysis of influencer marketing campaigns carried out in 2022, it was possible to verify that the importance attributed by consumers to this area is relevant, as well as the prominent role they attribute to the work of digital influencers who, through partnerships and advertising content, generate brand awareness and contribute to the success of this century-old brand and the desire to buy the products in the consumers' minds

Date of Award	6 Feb 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)