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Abstract(s)
A Internet transformou profundamente o mundo, tanto na esfera pessoal quanto na profissional. Com o seu advento, surgiram diversas ferramentas digitais, destacando-se entre elas as redes sociais, das quais o Instagram se destaca, sendo esta a plataforma escolhida para a análise neste estudo. Estas ferramentas permitem à população mundial comunicar e realizar compras de forma instantânea, o que impulsionou o surgimento de novas áreas profissionais focadas no ambiente digital, como o marketing digital e o trabalho desenvolvido por influencers. Embora as redes sociais tenham sido inicialmente criadas para facilitar a comunicação entre as pessoas, a sua evolução permitiu que se tornassem também instrumentos de marketing, amplamente utilizados por empresas e marcas para divulgar os seus produtos. Assim, o presente estudo tem como objetivo compreender as estratégias de comunicação adotadas pelas marcas selecionadas — nomeadamente, Breathe, Eona, Hanken e Naz — no Instagram, além de avaliar a consciência dos consumidores sobre o conceito de slow fashion e a influência das estratégias de marketing no momento da compra. Para isso, foi utilizada uma metodologia mista, que incluiu uma análise de conteúdo das publicações que cada marca desenvolveu no Instagram, bem como a aplicação de um questionário que reuniu um total de 152 respostas. A análise dos dados permitiu concluir que o tipo de comunicação utilizado pelas marcas, bem como a forma de apresentação dos seus produtos, exerce influência sobre o público no momento da decisão de compra, constituindo uma das principais conclusões deste estudo.
The Internet has profoundly transformed the world, both in personal and professional spheres. With its advent, numerous digital tools have emerged, with social media being among the most prominent; Instagram, in particular, stands out and was chosen as the platform for analysis in this study. These tools allow people worldwide to communicate and make purchases instantly, which has driven the emergence of new digital professions, such as digital marketing and influencer work. Although social networks were initially created to facilitate communication between people, their evolution has enabled them to become valuable marketing tools, widely used by companies and brands to promote their products. Accordingly, this study aims to understand the communication strategies adopted by the selected brands — namely, Breathe, Eona, Hanken, and Naz — on Instagram, as well as to assess consumers' awareness of the concept of slow fashion and the influence of marketing strategies on purchase decisions. To achieve this, a mixed methodology was applied, including a content analysis of the posts each brand developed on Instagram and the administration of a questionnaire, which gathered a total of 152 responses. The data analysis revealed that the type of communication used by the brands and the way their products are presented have an influence on consumers at the moment of purchase, which is one of the main conclusions of this study.
The Internet has profoundly transformed the world, both in personal and professional spheres. With its advent, numerous digital tools have emerged, with social media being among the most prominent; Instagram, in particular, stands out and was chosen as the platform for analysis in this study. These tools allow people worldwide to communicate and make purchases instantly, which has driven the emergence of new digital professions, such as digital marketing and influencer work. Although social networks were initially created to facilitate communication between people, their evolution has enabled them to become valuable marketing tools, widely used by companies and brands to promote their products. Accordingly, this study aims to understand the communication strategies adopted by the selected brands — namely, Breathe, Eona, Hanken, and Naz — on Instagram, as well as to assess consumers' awareness of the concept of slow fashion and the influence of marketing strategies on purchase decisions. To achieve this, a mixed methodology was applied, including a content analysis of the posts each brand developed on Instagram and the administration of a questionnaire, which gathered a total of 152 responses. The data analysis revealed that the type of communication used by the brands and the way their products are presented have an influence on consumers at the moment of purchase, which is one of the main conclusions of this study.
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Keywords
Marketing digital Redes sociais Slow fashion Instagram Marcas nascidas em contexto online sustentabilidade Internet Digital marketing Social media Slow fashion Instagram Brands born in an online context sustainability Internet