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Abstract(s)
Vivemos numa época marcada por rápidas mudanças, consequentes das tecnologias da informação da comunicação. De entre estas destaca-se a Internet, ao legar um poder sem precedentes aos consumidores, agora capazes de produzir e consumir os seus próprios conteúdos e escolher quando, onde e como os consumir. Por esta via muitos foram aqueles que viram as suas opiniões e gostos, valorizados e partilhados pelos seus pares, que por eles se regem para formar opiniões e decisões de compra. Nesta mudança de foco do poder, as marcas foram obrigadas a transitar para o digital e a criarem novas táticas de comunicação, concentradas nas necessidades de proximidade (peer-to-peer) e personalização para os seus consumidores; viram no marketing de influência, centrado na parceria com esses influenciadores digitais, uma vantagem ímpar na divulgação, autêntica e próxima, dos seus serviços e produtos a potenciais consumidores.
Neste contexto, a investigação destina-se a compreender qual o impacto que as influenciadoras digitais têm na decisão de compra de produtos de beleza das consumidoras portuguesas entre os 16 – 34 anos. Para tal, realizou-se um estudo cuja metodologia é composta por métodos quantitativos, através de um inquérito por questionário – direcionado a mulheres com interesse em produtos de beleza –, e qualitativos, com a realização de entrevistas a 6 influenciadoras digitais.
A análise dos resultados permitiu perceber que as influenciadoras digitais, fruto da proximidade, interação, honestidade e experimentação, têm grande impacto na formulação de opiniões sobre produtos de beleza, bem como nos comportamentos de compra dos mesmos. Foi também possível perceber que, quando integradas numa estratégia comunicacional por parte das marcas, aquelas permitem o robustecimento das suas redes e do seu posicionamento.
We live in a time of quick changes, as a consequence of information and communication tchnologies. Among these, the internet stands out, by giving an unprecedented power to the consumers, now capable of producing and consuming their own contents and chose when, where and how to consume them. Through these means, many were those who saw their opinions and tastes, appreciated and shared by their peers, which trust them to make buyer’s choices and opinions. In this change of the focus of power, brands were forced to move towards the digital and to create new comunication tactics, focused on proximity needs (peer-to-peer) and personalization for its consumers; they saw in influence marketing, focused in the partnership with these digital influenciators, an unmatched advantage in divulging, thruthfull and near, their services and products to potential consumers. In this context, the research aims to understand which impact digital influenciators have in the buying choice of beauty products from portuguese female consumers aged 16 – 34 years old. For that purpose, a study was conducted which methodology is composed by quantitative methods, through an inquiry by questionaire – directed towards women with an interest in beauty products –, and qualitative, by through interviews to 6 digital female influenciators. The analysis of the results allowed us to understand that the digital influenciators, as a consequence of the proximity, interaction, honesty and experimentation, have a great impact in the formulation of opinions about beauty products, as well as the buying behaviours of those same products. It was also possible to understand that, when integrated in a communication strategy by the brands, they allow the strenghthening of their networks and their positioning.
We live in a time of quick changes, as a consequence of information and communication tchnologies. Among these, the internet stands out, by giving an unprecedented power to the consumers, now capable of producing and consuming their own contents and chose when, where and how to consume them. Through these means, many were those who saw their opinions and tastes, appreciated and shared by their peers, which trust them to make buyer’s choices and opinions. In this change of the focus of power, brands were forced to move towards the digital and to create new comunication tactics, focused on proximity needs (peer-to-peer) and personalization for its consumers; they saw in influence marketing, focused in the partnership with these digital influenciators, an unmatched advantage in divulging, thruthfull and near, their services and products to potential consumers. In this context, the research aims to understand which impact digital influenciators have in the buying choice of beauty products from portuguese female consumers aged 16 – 34 years old. For that purpose, a study was conducted which methodology is composed by quantitative methods, through an inquiry by questionaire – directed towards women with an interest in beauty products –, and qualitative, by through interviews to 6 digital female influenciators. The analysis of the results allowed us to understand that the digital influenciators, as a consequence of the proximity, interaction, honesty and experimentation, have a great impact in the formulation of opinions about beauty products, as well as the buying behaviours of those same products. It was also possible to understand that, when integrated in a communication strategy by the brands, they allow the strenghthening of their networks and their positioning.
Description
Keywords
Consumidor Marketing de Influência Redes Sociais Influenciadores Digitais Produtos de Beleza Estratégia de comunicação Consumer Influencer Marketing Social Networks Digital Influencers Beaut