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Abstract(s)
Ă medida que o consumo foi evoluindo e adaptando-se Ă evolução tecnolĂłgica, as marcas tambĂ©m foram modificando-se e ajustando-se ao mercado, criando e adaptando novas tĂ©cnicas de marketing, tradicional e digital, de forma a conseguir alcançar um maior nĂșmero de consumidores. Assim surgem os blogues que vai fazer com que as marcas comecem a trabalhar no marketing dirigido para os seguidores e consumidores dos blogues. Se antes um blogue era visto como um diĂĄrio, atualmente este Ă© visto como uma forma rentĂĄvel de negĂłcio.
O objetivo deste estudo é compreender quais são as estratégias de marketing que as marcas de moda e beleza privilegiam quando utilizam os blogues de moda e beleza. Para isso, a investigação conta com a realização de uma revisão bibliogråfica abordando os temas de consumo, as marcas no séc. XXI, o marketing digital e os blogues de moda e beleza. O trabalho desenvolvido contemplou uma investigação mista agrupando uma vertente qualitativa e quantitativa, tendo sido realizada uma anålise a treze entrevistas efetuada a responsåveis dos blogues e marcas de moda e beleza e de sessenta e cinco publicaçÔes dos blogues participantes na entrevista.
As conclusĂ”es interligarĂŁo os dados recolhidos nas entrevistas efetuadas e na anĂĄlise de conteĂșdos das publicaçÔes, permitindo deste modo perceber que a estratĂ©gia de marketing mais utilizada Ă© o patrocĂnio com oferta a produtos, nĂŁo negligenciando as outras estratĂ©gias de comunicação e marketing, sendo estas igualmente importantes para diferentes tipos de comunicação e estratĂ©gias de marketing.
As consumption has evolved and adapted to technological developments, brands have also been changing and adjusting to the market, creating and adapting new marketing techniques, both traditional and digital, in order to reach a greater number of consumers. Thus blogs emerge that will cause brands to start working on targeted marketing for followers and consumers of blogs. If before a blog was viewed as a journal, it is currently seen as a profitable form of business. The purpose of this study is to understand the marketing strategies that fashion and beauty brands place in the fashion and beauty blogs. For this, the research counts on the accomplishment of a bibliographical review addressing the themes of consumption, the marks in the century. XXI, digital marketing and fashion and beauty blogs. The work carried out included a mixed research grouping a qualitative and quantitative aspect, and an analysis of thirteen interviews was made to bloggers and fashion and beauty brands and sixty - five publications of the blogs participating in the interview. As conclusions will interconnect the data collected in the interviews conducted and the content analysis of the publications, allowing this way to realize that a more used marketing strategy is the sponsorship with the offer of products, not neglecting like other strategies of communication and marketing, being these important for different types of communication and marketing strategies.
As consumption has evolved and adapted to technological developments, brands have also been changing and adjusting to the market, creating and adapting new marketing techniques, both traditional and digital, in order to reach a greater number of consumers. Thus blogs emerge that will cause brands to start working on targeted marketing for followers and consumers of blogs. If before a blog was viewed as a journal, it is currently seen as a profitable form of business. The purpose of this study is to understand the marketing strategies that fashion and beauty brands place in the fashion and beauty blogs. For this, the research counts on the accomplishment of a bibliographical review addressing the themes of consumption, the marks in the century. XXI, digital marketing and fashion and beauty blogs. The work carried out included a mixed research grouping a qualitative and quantitative aspect, and an analysis of thirteen interviews was made to bloggers and fashion and beauty brands and sixty - five publications of the blogs participating in the interview. As conclusions will interconnect the data collected in the interviews conducted and the content analysis of the publications, allowing this way to realize that a more used marketing strategy is the sponsorship with the offer of products, not neglecting like other strategies of communication and marketing, being these important for different types of communication and marketing strategies.
Description
Keywords
Marcas Marketing Digital Eletronic Word of Mouth Blogues Influencers Moda Beleza Consumption Brands Digital marketing Eletronic Word of Mouth Blogs Influencers Fashion Beauty
Pedagogical Context
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu