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Publication
O marketing digital na indústria relojoeira de luxo: estudo comparativo entre Zenith e Tag Heuer
| Name: | Description: | Size: | Format: | |
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| Projeto de graduação_38284 | 897.55 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Este trabalho procura perceber de que forma o marketing digital está a transformar a comunicação no universo da relojoaria de luxo. Para isso, foi feita uma análise comparativa entre duas marcas de destaque do grupo LVMH: Zenith e TAG Heuer. Num setor fortemente ligado à tradição, ao prestígio e à exclusividade, tornou-se essencial compreender como estas marcas se reposicionam no mundo digital, especialmente em redes sociais como o Instagram e o TikTok, que hoje captam a atenção de consumidores mais jovens. A primeira parte do estudo centra-se numa análise teórica que oferece o enquadramento necessário para entender o fenómeno. São abordados os tópicos como: o marketing digital, as particularidades da comunicação no setor do luxo e o papel crescente dos influenciadores enquanto mediadores entre marcas e públicos. É também explorada a importância estratégica do Instagram e do TikTok como ferramentas que vão muito além da promoção de produtos, contribuindo para a construção de uma identidade sólida e coerente. A forma como a indústria relojoeira tem acompanhado esta transformação digital é outro ponto essencial neste enquadramento. No caso prático, o foco-se a observação e análise das estratégias de comunicação digital adotadas pela Zenith e pela TAG Heuer nas suas presenças online. Através de uma análise qualitativa dos conteúdos publicados, procurou-se compreender a frequência das publicações, os formatos e temas escolhidos, a consistência visual e a forma como tudo isto se relaciona com os valores e o posicionamento de cada marca. A metodologia baseou-se na recolha de dados reais ao longo de um período específico, permitindo traçar um retrato comparativo claro das duas abordagens. Com este trabalho, pretende-se não só compreender como duas marcas de luxo comunicam no espaço digital, mas também refletir sobre como o próprio conceito de luxo se reinventa quando entra nas dinâmicas velozes, visuais das redes sociais.
This work aims to understand how digital marketing is transforming communication within the luxury watch industry. To do so, a comparative analysis was conducted between two leading brands from the LVMH group: Zenith and TAG Heuer. In a sector deeply rooted in tradition, prestige, and exclusivity, it has become essential to understand how these brands are repositioning themselves in the digital world, especially on social media platforms such as Instagram and TikTok, which today capture the attention of younger consumers. The first part of the study focuses on a theoretical analysis that provides the necessary framework to understand the phenomenon. Topics addressed include digital marketing, the particularities of communication within the luxury sector, and the growing role of influencers as mediators between brands and audiences. The strategic importance of Instagram and TikTok is also explored, highlighting how these platforms go far beyond product promotion to contribute to building a solid and coherent brand identity. The way the watchmaking industry has accompanied this digital transformation is another key point in this framework. In the practical section, the focus is on observing and analyzing the digital communication strategies adopted by Zenith and TAG Heuer in their online presence. Through qualitative analysis of the content published, the study sought to understand the frequency of posts, the formats and themes chosen, visual consistency, and how all of this relates to the values and positioning of each brand. The methodology was based on collecting real data over a specific period, allowing a clear comparative portrait of the two approaches. With this work, the aim is not only to understand how two luxury brands communicate in the digital space but also to reflect on how the very concept of luxury reinvents itself when entering the fast-paced, visual dynamics of social media.
This work aims to understand how digital marketing is transforming communication within the luxury watch industry. To do so, a comparative analysis was conducted between two leading brands from the LVMH group: Zenith and TAG Heuer. In a sector deeply rooted in tradition, prestige, and exclusivity, it has become essential to understand how these brands are repositioning themselves in the digital world, especially on social media platforms such as Instagram and TikTok, which today capture the attention of younger consumers. The first part of the study focuses on a theoretical analysis that provides the necessary framework to understand the phenomenon. Topics addressed include digital marketing, the particularities of communication within the luxury sector, and the growing role of influencers as mediators between brands and audiences. The strategic importance of Instagram and TikTok is also explored, highlighting how these platforms go far beyond product promotion to contribute to building a solid and coherent brand identity. The way the watchmaking industry has accompanied this digital transformation is another key point in this framework. In the practical section, the focus is on observing and analyzing the digital communication strategies adopted by Zenith and TAG Heuer in their online presence. Through qualitative analysis of the content published, the study sought to understand the frequency of posts, the formats and themes chosen, visual consistency, and how all of this relates to the values and positioning of each brand. The methodology was based on collecting real data over a specific period, allowing a clear comparative portrait of the two approaches. With this work, the aim is not only to understand how two luxury brands communicate in the digital space but also to reflect on how the very concept of luxury reinvents itself when entering the fast-paced, visual dynamics of social media.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências Empresariais.
Keywords
Marketing digital Redes sociais Relojoaria de luxo Instagram TikTok LVMH Digital marketing Social media Luxury watchmaking