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Abstract(s)
Tendo a produção em massa possibilitado uma maior variedade de escolha, os
estilos de vida tornaram-se cada vez mais dependentes do consumo, sendo
caracterizados por este. O apelo a um consumo constante tornou-se recorrente,
fazendo-se para isso uso ao apelo da satisfação de desejos e necessidades de índole
material e emocional. As escolhas do individuo em relação ao que adquire determinam
assim o seu estilo de vida, o seu estatuto social e a sua própria identidade. O final do
século XX confirmou a tecnologização do mundo, surgindo deste modo o marketing
digital. Esta forma mais recente de marketing combina as técnicas do marketing
tradicional com as ferramentas oferecidas pela tecnologia e pela internet, que se
tornou num dos maiores veículos comunicativos e publicitários dos tempos atuais.
Com isso, surgiram também as marcas criadas e difundidas especificamente na web,
passando todo o seu processo de comunicação por esta rede. Este processo
baseia-se em estratégias ligeiramente diferentes, criadas no contexto do marketing
digital e baseando-se, sobretudo, em redes sociais (Facebook, Instagram, Pinterest,
Snapchat, YouTube…), permitindo às marcas criar uma relação mais próxima com os
seus clientes. O objetivo deste estudo passou por compreender as estratégias de
comunicação que as marcas nascidas em contexto online adotam na rede social
Instagram, observando-se as suas preferências no que diz respeito a publicações
nesta plataforma e registando-se a evolução das mesmas ao longo do tempo.
Pretendeu-se também entender as motivações das marcas para a escolha do meio
online ao invés do meio físico e perceber a importância por elas atribuída às redes
sociais, assim como quais as que consideram mais relevantes. Recorreu-se assim a
uma metodologia mista (que reuniu instrumentos qualitativos e quantitativos), baseada
numa entrevista a seis marcas nascidas em contexto online e a um social media
manager, seguindo-se a análise de 293 publicações das referidas marcas na rede
social Instagram. Procurou-se deste modo contribuir para o aumento do conhecimento
sobre as marcas criadas na internet e as suas formas de comunicar nas redes sociais,
assim como refletir sobre o crescente domínio e importância do meio online e das suas
plataformas.
Mass production has made a great variety of choices possible, so lifestyles have become more and more dependent on consumption, being defined by it. The call to frequent consumption has become an usual thing, appealing to the satisfaction of material and emotional desires and needs. So, the choices an individual makes concerning the act of purchasing define its lifestyle, its social status and its own identity. The technologization of the world in the end of the 20th century has brought along digital marketing, which combines traditional marketing with the tools that technology and the internet have to offer. The internet has now become one of the main communicational and advertising platforms, which led the way to the rising of the born on the net brands. These brands are born and widespread on the internet and their whole communication strategy is based on this platform. This strategy combines digital marketing and social media like Facebook, Instagram, Pinterest, Snapchat, YouTube and so on, which allows brands to establish a close relationship with their customers. This study main goal was to understand the communicational strategies adopted by the born on the net brands on Instagram, identifying their preferences when it comes to a publication on this social platform, and registering the evolution through time of those same publications. It was also intended to understand the brands’ motivations for the choice of the online medium instead of the physical one and to realize how important social networks are for them, as well as which of them are the most relevant. The research carried out through a mixed methodology that met qualitative and quantitative methods and included an interview to six born on the net brands and a social media manager, followed by the analysis of 293 Instagram publications of those same brands. Thus, this investigation intended to contribute to a better knowledge of the born on the net brands and their ways of communicating through social media, as well as to reflect on the growing domination and importance of the online medium and its platforms.
Mass production has made a great variety of choices possible, so lifestyles have become more and more dependent on consumption, being defined by it. The call to frequent consumption has become an usual thing, appealing to the satisfaction of material and emotional desires and needs. So, the choices an individual makes concerning the act of purchasing define its lifestyle, its social status and its own identity. The technologization of the world in the end of the 20th century has brought along digital marketing, which combines traditional marketing with the tools that technology and the internet have to offer. The internet has now become one of the main communicational and advertising platforms, which led the way to the rising of the born on the net brands. These brands are born and widespread on the internet and their whole communication strategy is based on this platform. This strategy combines digital marketing and social media like Facebook, Instagram, Pinterest, Snapchat, YouTube and so on, which allows brands to establish a close relationship with their customers. This study main goal was to understand the communicational strategies adopted by the born on the net brands on Instagram, identifying their preferences when it comes to a publication on this social platform, and registering the evolution through time of those same publications. It was also intended to understand the brands’ motivations for the choice of the online medium instead of the physical one and to realize how important social networks are for them, as well as which of them are the most relevant. The research carried out through a mixed methodology that met qualitative and quantitative methods and included an interview to six born on the net brands and a social media manager, followed by the analysis of 293 Instagram publications of those same brands. Thus, this investigation intended to contribute to a better knowledge of the born on the net brands and their ways of communicating through social media, as well as to reflect on the growing domination and importance of the online medium and its platforms.
Description
Keywords
Cultura de consumo Estilos de vida Marketing digital Redes sociais Instagram Web como plataforma de comunicação e publicidade Marcas nascidas no contexto online Consumer culture Lifestyles
Pedagogical Context
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu