Social customer relationship management (SCRM) e lealdade à marca

: uma análise das marcas de skincare no Instagram

Abstract

This study investigates the impact of Social Customer Relationship Management (SCRM) strategies employed by skincare brands on Instagram on brand loyalty levels. Aiming to understand Instagram's role as a platform capable of strengthening the relationship between brands and their followers, a quantitative study was conducted with a sample of 200 Portuguese followers of skincare brands on Instagram. The results highlight the authenticity of brand communications as the main factor positively influencing consumer brand loyalty. In contrast, personalized interactions, educational content, and customer service did not show a statistically significant impact on brand loyalty, although they were perceived positively by participants. The study concludes that, in order to maximize brand loyalty, skincare brands should prioritize authentic communication on Instagram while simultaneously exploring ways to optimize other strategies. These findings reinforce the importance of an authentic and strategic digital presence in building lasting relationships between brands and consumers.

Date of Award	21 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat (Supervisor)