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Micro-celebrity endorsement no Instagram : estudo da necessidade da sua utilização para as marcas
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Atualmente, com a emergência das redes sociais, as empresas tiveram de adaptar as suas estratégias de marketing a este meio em constante mudança, uma vez que grande parte do contacto marca-consumidor é realizado através destas mesmas redes.
Este estudo irá basear-se numa dessas estratégias muito utilizadas pelas empresas, a utilização de micro-celebridades, para a promoção dos seus produtos, na rede social Instagram, ou seja, micro-celebrity endorsement. Neste estudo procurou-se então, perceber a opinião dos utilizadores do Instagram na utilização, por parte das marcas, de micro-celebridades para publicitarem os seus produtos. Adicionalmente, foi examinado se a visualização de imagens de micro-celebridades tinha qualquer efeito na opinião dos utilizadores. Não foi possível confirmar este efeito, contudo foi possível perceber a opinião dos utilizadores do Instagram relativamente ao micro-celebrity endorsement. Ao longo da investigação foi também possível identificar alguns fatores que levam os utilizadores a seguir marcas e micro-celebridades.
Nowadays, with the rise of social networking sites, companies had to adapt their marketing strategies to this ever-changing environment, since much of the brand-consumer contact is carried out through these same networks. This study will be based on one of these strategies widely used by businesses: the use of micro-celebrities to promote their products, in the social networking site Instagram - micro-celebrity endorsement. In this study, we sought to understand the opinions of Instagram users on the use of micro-celebrities, by brands, to advertise their products. Additionally, it was examined whether the visualization of micro-celebrity images had any effect on user opinion. It was not possible to confirm this effect, however, it was possible to learn the opinion of the users of Instagram regarding micro-celebrity endorsements. Throughout the investigation it was also possible to identify some factors that lead users to follow brands and micro-celebrities.
Nowadays, with the rise of social networking sites, companies had to adapt their marketing strategies to this ever-changing environment, since much of the brand-consumer contact is carried out through these same networks. This study will be based on one of these strategies widely used by businesses: the use of micro-celebrities to promote their products, in the social networking site Instagram - micro-celebrity endorsement. In this study, we sought to understand the opinions of Instagram users on the use of micro-celebrities, by brands, to advertise their products. Additionally, it was examined whether the visualization of micro-celebrity images had any effect on user opinion. It was not possible to confirm this effect, however, it was possible to learn the opinion of the users of Instagram regarding micro-celebrity endorsements. Throughout the investigation it was also possible to identify some factors that lead users to follow brands and micro-celebrities.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
micro-celebridade endorsement Instagram microcelebrity
Contexto Educativo
Citação
Fiúza, Alícia Sofia Alves (2017). "Micro-celebrity endorsement no Instagram : estudo da necessidade da sua utilização para as marcas". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão