| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 10.22 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A pandemia de COVID-19 trouxe novos desafios a todos os setores da sociedade. Atualmente, as redes sociais exercem uma influência significativa e o investimento no marketing de influência surge como um elemento estratégico, introduzindo meios inovadores de comunicação, promoção e publicidade para ajudar os criadores de conteúdos. A presente investigação averigua de que forma o contexto da pandemia da COVID-19 teve impacto nas estratégias de comunicação da influenciadora digital portuguesa Helena Coelho, analisando o conteúdo partilhado no Instagram, que é a principal plataforma de redes sociais para o marketing de influência. Neste contexto, foi crucial compreender se a crise epidemiológica obrigou a uma adaptação a novas formas de comunicar com o público. Durante este período de incerteza que colocou desafios aos criadores de conteúdos, procurou-se determinar de que forma estes afetaram a performance comunicacional da digital influencer. Para atingir esse objetivo, foi adotada uma abordagem metodológica mista, que incluiu uma análise qualitativa (grupo focal) e quantitativa (análise de conteúdo das publicações no Instagram). Os resultados revelaram que, apesar de ter sido afetada pela falta de atividades durante o período de confinamento, Helena Coelho adaptou as suas estratégias de comunicação para interagir com o público através de conteúdos produzidos em casa, como lives e desafios de utilizando hashtags. Registou, assim, um crescimento em termos de seguidores e gostos no Instagram em 2020, em comparação com 2019. A partir da recolha e análise dos dados, pode concluir-se que a pandemia influenciou positivamente as estratégias de comunicação da influenciadora e teve um impacto positivo no seu crescimento.
The COVID-19 pandemic has brought new challenges to all sectors of society. Currently, social media exerts significant influence, and investment in influencer marketing emerges as a strategic element, introducing innovative means of communication, promotion, and advertising to help content creators. This research investigates how the context of the COVID-19 pandemic impacted the communication strategies of Portuguese digital influencer Helena Coelho, analyzing the content shared on Instagram, which is the primary social media platform for influencer marketing. In this context, it was crucial to understand whether the epidemiological crisis required an adaptation to new ways of communicating with the public. During this period of uncertainty that presented challenges to content creators, it was sought to determine how these challenges affected the communicational performance of the Portuguese digital influencer Helena Coelho. To achieve this goal, a mixed methodological approach was adopted, which included both a qualitative analysis (focus group) and a quantitative analysis (content analysis of Instagram posts). The results revealed that, despite being affected by the lack of activities during the confinement, Helena Coelho adapted her communication strategies to interact with the public through content produced at home, such as live broadcasts and challenges using hashtags. Therefore, it registered a growth in terms of followers and likes on Instagram in 2020, compared to 2019. From the collection and analysis of the data, it is concluded that the pandemic positively influenced the influencer's communication strategies and had a positive impact on its growth.
The COVID-19 pandemic has brought new challenges to all sectors of society. Currently, social media exerts significant influence, and investment in influencer marketing emerges as a strategic element, introducing innovative means of communication, promotion, and advertising to help content creators. This research investigates how the context of the COVID-19 pandemic impacted the communication strategies of Portuguese digital influencer Helena Coelho, analyzing the content shared on Instagram, which is the primary social media platform for influencer marketing. In this context, it was crucial to understand whether the epidemiological crisis required an adaptation to new ways of communicating with the public. During this period of uncertainty that presented challenges to content creators, it was sought to determine how these challenges affected the communicational performance of the Portuguese digital influencer Helena Coelho. To achieve this goal, a mixed methodological approach was adopted, which included both a qualitative analysis (focus group) and a quantitative analysis (content analysis of Instagram posts). The results revealed that, despite being affected by the lack of activities during the confinement, Helena Coelho adapted her communication strategies to interact with the public through content produced at home, such as live broadcasts and challenges using hashtags. Therefore, it registered a growth in terms of followers and likes on Instagram in 2020, compared to 2019. From the collection and analysis of the data, it is concluded that the pandemic positively influenced the influencer's communication strategies and had a positive impact on its growth.
Description
Keywords
Comunicação Pandemia COVID 19 Instagram Influenciadores digitais Communication COVID 19 Pandemic Instagram Digital Influencer