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A comunicação na reputação digital de marca e a perceção de seguidores no Instagram: o caso do tenista Novak Djokovic e da marca Lacoste
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Resumo(s)
O processo de endorsement nas redes sociais online tem sido uma prática utilizada pelas marcas, pois influencia a sua reputação digital. Os endorsers escolhidos costumam ser influenciadores digitais com poder de opinião junto dos seus seguidores e são frequentemente atletas.
Esta dissertação pretende contribuir para os estudos sobre endorsement e reputação digital de marca, integrados na área das Ciências Sociais. Optou-se pela técnica quantitativa de análise de conteúdo e pela técnica qualitativa focus group. Analisaram-se as 122 publicações do Instagram da Lacoste entre janeiro e setembro de 2023, as 139 publicações de Instagram de Novak Djokovic do mesmo período, 200 comentários aleatórios de duas publicações do tenista com menção direta à marca e de três copublicações entre os dois e as opiniões expressas por seis participantes no focus group.
Concluiu-se que Djokovic é o tenista patrocinado pela Lacoste que mais vezes surge nas publicações da marca e que a sua presença nos conteúdos proporciona à marca as melhores métricas de engagement a nível de Engagement Rate e likes. Verificou-se que as métricas das publicações de Djokovic são piores quando existem menções diretas à marca e que quase 75% das suas publicações contêm a exposição do logotipo da Lacoste ou menção direta à marca. Contudo, as suas melhores métricas são quando o logotipo da marca é visível.
Constatou-se que existem mais seguidores de Djokovic e da Lacoste insatisfeitos com a marca do que com o tenista. Porém, os seguidores estão satisfeitos com o endorsement realizado. Concluiu-se também que os seguidores tenistas de Djokovic têm mais opiniões pejorativas sobre o atleta do que os seguidores que não praticam ténis e, por fim, que a comunicação digital realizada pelo atleta sobre a Lacoste é benéfica para a marca e é considerada a melhor estratégia de comunicação digital para este tipo de endorsement.
The process of endorsement on social media has been a practice used by brands as it impacts their digital reputation. The chosen endorsers are usually digital influencers with influence over their followers and are often athletes. This dissertation aims to contribute to the studies on endorsement and brand digital reputation, integrated within the field of Social Sciences. A quantitative content analysis technique and the qualitative focus group technique were chosen. 122 Instagram posts from Lacoste between January and September 2023 were analyzed, as well as 139 Instagram posts from Novak Djokovic during the same period, 200 random comments from two of the tennis player's posts directly mentioning the brand, three co-posts between the two, and the opinions expressed by six focus group participants. It was concluded that Djokovic is the tennis player sponsored by Lacoste who appears most often in the brand's posts, and his presence in the content provides the brand with the best engagement metrics, in terms of Engagement Rate and likes. It was found that Djokovic's post metrics are worse when there are direct mentions of the brand and that almost 75% of his posts contain the Lacoste logo or a direct mention of the brand. However, his best metrics are when the brand’s logo is visible. It was found that there are more Djokovic and Lacoste followers dissatisfied with the brand than with the tennis player. However, followers are satisfied with the endorsement. It was also concluded that Djokovic's tennis-playing followers have more negative opinions about the athlete than those who do not play tennis, and finally, that the digital communication carried out by the athlete regarding Lacoste is beneficial for the brand and is considered the best digital communication strategy for this type of endorsement.
The process of endorsement on social media has been a practice used by brands as it impacts their digital reputation. The chosen endorsers are usually digital influencers with influence over their followers and are often athletes. This dissertation aims to contribute to the studies on endorsement and brand digital reputation, integrated within the field of Social Sciences. A quantitative content analysis technique and the qualitative focus group technique were chosen. 122 Instagram posts from Lacoste between January and September 2023 were analyzed, as well as 139 Instagram posts from Novak Djokovic during the same period, 200 random comments from two of the tennis player's posts directly mentioning the brand, three co-posts between the two, and the opinions expressed by six focus group participants. It was concluded that Djokovic is the tennis player sponsored by Lacoste who appears most often in the brand's posts, and his presence in the content provides the brand with the best engagement metrics, in terms of Engagement Rate and likes. It was found that Djokovic's post metrics are worse when there are direct mentions of the brand and that almost 75% of his posts contain the Lacoste logo or a direct mention of the brand. However, his best metrics are when the brand’s logo is visible. It was found that there are more Djokovic and Lacoste followers dissatisfied with the brand than with the tennis player. However, followers are satisfied with the endorsement. It was also concluded that Djokovic's tennis-playing followers have more negative opinions about the athlete than those who do not play tennis, and finally, that the digital communication carried out by the athlete regarding Lacoste is beneficial for the brand and is considered the best digital communication strategy for this type of endorsement.
Descrição
Dissertação para obtenção de grau de Mestre em Ciências da Comunicação
Palavras-chave
Reputação digital de marca processo de endorsement engagement comunicação digital redes sociais online Digital brand reputation endorsement process engagement digital communication online social media