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Publication
A comunicação de marcas de streetwear no Instagram: conteúdos, formatos e envolvimento
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação de mestrado_36783 | 3.41 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A presente dissertação analisa a forma como as marcas de streetwear com ligação à cultura skater constroem a sua comunicação na rede social Instagram, privilegiando a estética visual, o tipo de conteúdo, as mensagens transmitidas e os níveis de interação com os seguidores. Numa era em que as redes sociais são ferramentas centrais na construção da identidade das marcas, especialmente no segmento da moda urbana, este estudo procura compreender como o Instagram é utilizado para reforçar o posicionamento das marcas e criar uma ligação com os consumidores.
A investigação seguiu uma abordagem metodológica assente na análise de conteúdo de 120 publicações provenientes de seis marcas de referência no universo skatewear: Vans, Nike SB, Stüssy, Element, Dickies e Carhartt WIP. Cada publicação foi codificada com base numa grelha analítica que considerou categorias como tipologia de conteúdo, mensagem principal, formato, presença de texto e envolvimento (engagement).
Os resultados mostram que, embora todas as marcas apresentem uma forte componente promocional centrada no produto, existem diferenças significativas no tipo de discurso utilizado, variando entre abordagens mais funcionais, emocionais ou corporativas. A comunicação visual revelou-se determinante na construção de um estilo coerente e alinhado com os valores da cultura skater, nomeadamente a autenticidade, a liberdade criativa e a resistência à norma.
Este estudo contribui para o aprofundamento do conhecimento sobre comunicação de marca no contexto digital, oferecendo pistas relevantes para estratégias de marketing visual e gestão de identidade no setor da moda urbana.
This dissertation examines how streetwear brands associated with skate culture build their communication on the social media platform Instagram, with an emphasis on visual aesthetics, content types, transmitted messages, and levels of audience engagement. In an era where social networks serve as central tools in shaping brand identity, particularly within the urban fashion segment, this study aims to understand how Instagram is used to reinforce brand positioning and establish a meaningful connection with consumers. The research followed a methodological approach based on content analysis of 120 posts published by six prominent skatewear brands: Vans, Nike SB, Stüssy, Element, Dickies, and Carhartt WIP. Each post was coded according to an analytical grid that considered variables such as content typology, main message, format, presence of textual elements, and engagement metrics. The results show that, although all brands demonstrate a strong promotional focus on product-related content, there are significant differences in the type of discourse used, ranging from more functional and emotional to institutional approaches. Visual communication proved to be a key element in establishing a consistent style aligned with the core values of skate culture, namely authenticity, creative freedom, and resistance to convention. This study contributes to the growing body of knowledge on brand communication in digital environments, offering relevant insights for visual marketing strategies and identity management within the urban fashion sector.
This dissertation examines how streetwear brands associated with skate culture build their communication on the social media platform Instagram, with an emphasis on visual aesthetics, content types, transmitted messages, and levels of audience engagement. In an era where social networks serve as central tools in shaping brand identity, particularly within the urban fashion segment, this study aims to understand how Instagram is used to reinforce brand positioning and establish a meaningful connection with consumers. The research followed a methodological approach based on content analysis of 120 posts published by six prominent skatewear brands: Vans, Nike SB, Stüssy, Element, Dickies, and Carhartt WIP. Each post was coded according to an analytical grid that considered variables such as content typology, main message, format, presence of textual elements, and engagement metrics. The results show that, although all brands demonstrate a strong promotional focus on product-related content, there are significant differences in the type of discourse used, ranging from more functional and emotional to institutional approaches. Visual communication proved to be a key element in establishing a consistent style aligned with the core values of skate culture, namely authenticity, creative freedom, and resistance to convention. This study contributes to the growing body of knowledge on brand communication in digital environments, offering relevant insights for visual marketing strategies and identity management within the urban fashion sector.
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Keywords
Marcas de vestuário Streetwear Redes sociais Análise de conteúdo Marketing digital Clothing brands Social networks Content analysis Digital marketing