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Publication
Digital Influencers e a Comunicação das Marcas: atuação nos Blogs e no Instagram
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| 18.57 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente estudo tem como tema fulcral a comunicação das marcas pelos digital
influencers e a sua atuação em plataformas digitais, tais como Blogs e Instagram.
O crescimento exponencial que se observou nos social media originou o aparecimento de
“novos” líderes de opinião, que desenvolvem um inesperado nível de proximidade junto
da sua rede de contactos. As marcas procuram no marketing de influência o contributo
destes influencers para se aproximarem dos seus públicos.
Tendo como ponto de partida esta temática, desenvolveu-se um estudo exploratório, que
teve por base uma análise de conteúdo de todos os posts, em Blog e Instagram, de 4 digital
influencers.
Inicialmente desenvolveram-se duas grelhas de análise, estruturadas em categorias e
variáveis, que serviram de linhas orientadoras da leitura e posteriormente procedeu-se à
análise quantitativa dos resultados. Todos os dados obtidos dizem respeito ao primeiro
trimestre de 2018 e respeitam a 266 publicações em Blog e 440 posts em Instagram.
Apesar de as marcas apostarem cada vez mais nesta estratégia, aparentemente inócua,
começam a aparecer sinais de que o ciclo de consumo está a ser quebrado pela falta de
confiança nos influecers. Consideramos que esta é uma área que vai continuar, não só em
crescimento, mas também em constante transformação, uma vez que as marcas já
começam a ter o impacto esperado no digital.
This study aimed to analyse the role of digital influencers in brands’ communication strategies and their presence in social platforms such as Blogs and Instagram. The radical growth of social media originated the sudden appearance of “new” opinion leaders, who developed a never seen before level of proximity with their audience. Brands are now looking within influencer marketing the help of these influencers in order to get closer to their public. These topics served as the starting point to develop an exploratory research, based on a content analysis of every Blog and Instagram post, of a convinience sampling. Initially, we created two grids, subdivided into categories and variables which served as the search guidelines, after that we proceeded to the quantitative analysis of the results. The entire data corresponded to the first trimester of 2018 and is composed of 266 blog posts and 440 Instagram posts. Even though brands are adopting this apparently harmless strategy, there are some signs starting to show that the consumption chain is being broken by the lack of trust in these influencers. We believe this is a strategy that, not only will continue to grow, but also transform due to the enormous impact brands are receiving from social media.
This study aimed to analyse the role of digital influencers in brands’ communication strategies and their presence in social platforms such as Blogs and Instagram. The radical growth of social media originated the sudden appearance of “new” opinion leaders, who developed a never seen before level of proximity with their audience. Brands are now looking within influencer marketing the help of these influencers in order to get closer to their public. These topics served as the starting point to develop an exploratory research, based on a content analysis of every Blog and Instagram post, of a convinience sampling. Initially, we created two grids, subdivided into categories and variables which served as the search guidelines, after that we proceeded to the quantitative analysis of the results. The entire data corresponded to the first trimester of 2018 and is composed of 266 blog posts and 440 Instagram posts. Even though brands are adopting this apparently harmless strategy, there are some signs starting to show that the consumption chain is being broken by the lack of trust in these influencers. We believe this is a strategy that, not only will continue to grow, but also transform due to the enormous impact brands are receiving from social media.
Description
Keywords
Marca Influenciador Digital Estratégia de Comunicação Marketing de Influência Análise de Conteúdo Brand Digital Influencer Communication Strategy Influencer Marketing Content Analysis