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Authors
Abstract(s)
O marketing é fundamental para o desenvolvimento de estratégias e ações para o mercado consumidor. Numa sociedade em constante mudança, como a de hoje, os canais de comunicação e de relacionamento, em especial, as redes sociais (como os blogs, Instagram, Facebook, entre outros), são meios determinantes na construção de relacionamentos. Neste cenário, é fundamental o papel exercido na economia por certos players e stakeholders, como os blogueiros (as), ou, ainda, chamados de influenciadores digitais, no âmbito da construção e (processo de) influência do (s) publico (s) alvo.
Dada a relevância da moda, como ato de consumo e o seu peso na atividade econômica, o objetivo deste trabalho, de acordo com uma metodologia qualitativa, é analisar uma rede de relacionamento dos (as) influenciadores digitais, perante suas empresas parceiras e os (as) seguidores (as) nas redes sociais, perante a disseminação de ações de marketing digital do mercado de moda no estado do Paraná (Brasil). Os (as) influenciadores digitais são, atualmente, vistos como um meio de divulgação de produtos, sendo, ou não, fonte de patrocínio das empresas, estabelecendo uma ligação entre as organizações, os próprios influenciadores e seus seguidores, que se podem tornar consumidores e fãs.
Marketing is essential for the development of strategies and actions for the consumer market. In a society in constant change, as of today, the channels of communication and relationship, in particular, social networks (such as blogs, Instagram, Facebook, among others), are factors in the construction of relationships Given the relevance of fashion, as an act of consumption and its weight in economic activity, the objective of this work, according to a qualitative methodology, is to analyze a network of relationships of (the) digital influencers, before its partner companies and (the) followers (the) on social networks, given the spread of digital marketing activities of the fashion market in the state of Paraná (Brazil). (The) digital influencers are, currently, seen as a means of dissemination of products, being, or not, the source of sponsorship from companies, establishing a link between the organizations, their influencers and his followers, which may become consumers and fans.
Marketing is essential for the development of strategies and actions for the consumer market. In a society in constant change, as of today, the channels of communication and relationship, in particular, social networks (such as blogs, Instagram, Facebook, among others), are factors in the construction of relationships Given the relevance of fashion, as an act of consumption and its weight in economic activity, the objective of this work, according to a qualitative methodology, is to analyze a network of relationships of (the) digital influencers, before its partner companies and (the) followers (the) on social networks, given the spread of digital marketing activities of the fashion market in the state of Paraná (Brazil). (The) digital influencers are, currently, seen as a means of dissemination of products, being, or not, the source of sponsorship from companies, establishing a link between the organizations, their influencers and his followers, which may become consumers and fans.
Description
“Esta versão contém as críticas e sugestões dos elementos do júri”.
Keywords
Marketing Influenciadores digitais Seguidores Mercado de moda Marketing Followers Digital influencers Fashion market