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Marcas de luxo e social media : abordagem qualitativa sobre as atividades de social media marketing e as perceções de especialistas do setor
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Resumo(s)
Um dos maiores desafios para os gestores das marcas de luxo é a dificuldade em compreender como os consumidores percecionam as suas atividades de marketing em contexto de social media. Embora as marcas continuem a investir em novas tecnologias para construir ligações com os clientes, ainda não se examinou a relação entre ambos.
Nesse sentido, esta dissertação vai estudar a relação entre as atividades de social media marketing de marcas de luxo e as perceções do consumidor. Pretende-se compreender se existe uma relação entre as estratégias digitais das marcas de luxo e a forma como os consumidores percebem o valor de luxo das mesmas.
Este estudo seguiu uma abordagem qualitativa através de análise de conteúdo assistida por computador, com recurso ao software MaxQDA. Foram realizadas entrevistas semi- estruturadas a especialistas da indústria do luxo - consultores, representantes de marcas de luxo, agências de comunicação e revendedores de artigos de luxo -, de forma a melhor compreender o ponto de vista que um consumidor de luxo teria.
Os resultados obtidos forneceram insights acerca das estratégias de social media das marcas de luxo e da opinião que especialistas da indústria têm relativamente ao comportamento dos consumidores quando expostos a este tipo de comunicação. Concluiu-se que o público mais jovem que cresceu na era do social media, e que não tem experiência na indústria do luxo, perceciona as comunicações efetuadas de forma mais profunda e complexa, ao invés dos consumidores de luxo tradicionais, que não valorizam tanto a presença digital das marcas.
One of the biggest challenges for luxury brands' managers is their struggle on understanding how consumers perceive their marketing activities, on a social media basis. Even though luxury brands continue to invest in new technologies to build connections with their customers, there hasn't yet been conducted a research on this relation. In that sense, this dissertation will study the relationship between social media marketing activities of luxury fashion brands and consumers' perceptions regarding the value of luxury. The goal is to check whether there is a relationship between luxury brands' digital strategies and the way consumers perceive their luxury value. This study followed a qualitative approach and non-probabilistic convenience sampling. Semi-structured interviews were conducted with experts from the luxury industry, from consultants to luxury brands' representatives, communication agencies to luxury resellers, to better understand the point of view a luxury consumer would have. The results offered insights regarding social media strategies of luxury brands, as well as opinions from specialists of the industry about how consumers may behave when exposed to this kind of communication. It was established that younger audiences, who grew up in the era of social media and have no experience in the luxury industry, perceive this kind of communication in a more profound and complex way, rather than traditional luxury consumers who do not value a digital brand presence as much.
One of the biggest challenges for luxury brands' managers is their struggle on understanding how consumers perceive their marketing activities, on a social media basis. Even though luxury brands continue to invest in new technologies to build connections with their customers, there hasn't yet been conducted a research on this relation. In that sense, this dissertation will study the relationship between social media marketing activities of luxury fashion brands and consumers' perceptions regarding the value of luxury. The goal is to check whether there is a relationship between luxury brands' digital strategies and the way consumers perceive their luxury value. This study followed a qualitative approach and non-probabilistic convenience sampling. Semi-structured interviews were conducted with experts from the luxury industry, from consultants to luxury brands' representatives, communication agencies to luxury resellers, to better understand the point of view a luxury consumer would have. The results offered insights regarding social media strategies of luxury brands, as well as opinions from specialists of the industry about how consumers may behave when exposed to this kind of communication. It was established that younger audiences, who grew up in the era of social media and have no experience in the luxury industry, perceive this kind of communication in a more profound and complex way, rather than traditional luxury consumers who do not value a digital brand presence as much.
Descrição
Mestrado em Marketing
Palavras-chave
social media social media marketing luxo perceções do consumidor análise qualitativa luxury consumer perceptions qualitative analysis
Contexto Educativo
Citação
Tulcidás, Andreia dos Santos (2017). "Marcas de luxo e social media : abordagem qualitativa sobre as atividades de social media marketing e as perceções de especialistas do setor". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão