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Publication
A eficácia do marketing de conteúdo no Instagram: o caso dos personal trainers
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.75 MB | Adobe PDF |
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Abstract(s)
A IV Revolução Tecno-industrial originou um novo consumo, mediado por redes digitais.
Para conquistar e reter os novos consumidores, as empresas têm adotado cada vez mais
ferramentas digitais para estabelecer uma comunicação bilateral e contínua com os seus
públicos. Exemplo disso é o marketing de conteúdo nas mídias sociais como o Instagram.
Também o setor do fitness se viu transformado pela digitalização. E meios como o
Instagram têm sido adotados por cada vez mais profissionais da área, como treinadores
pessoais (PT), para expandir o seu alcance, influência e sucesso comercial. Logo, tornase
pertinente compreender que conteúdos digitais potenciam a atração e retenção de
clientes efetivos para os PT no Instagram.
A metodologia de investigação incluiu uma parte teórica (revisão da literatura
consistente) e uma parte empírica (análise temática do conteúdo através do IRaMuTeQ).
Este estudo permitiu propor um mix de conteúdos para os PT no Instagram, corroborandoo
com estudos prévios sobre o marketing digital do PT e o marketing no Instagram. Os
resultados também ampliaram a compreensão e importância das práticas de blogging e
storytelling, subjacentes à presença digital dos PT. Para mais, foi possível constatar a
abrangência do ecossistema digital aplicado pelos PT, indo além das descrições obtidas
de estudos prévios. Por fim, foi possível notar a importância do know-how digital para o
sucesso do PT online, tal como se tem vindo a dar ênfase na literatura científica.
Esta investigação permitiu sistematizar o estudo do estado da arte do marketing de
conteúdo, bem como contribuir para um guia de boas práticas para a aplicação do
marketing de conteúdos digitais por treinadores pessoais.
The IV Techno-Industrial Revolution has originated a new type of consumption, mediated by digital networks. To convert and retain new consumers, more and more businesses have been adopting digitals tools as to establish a two-way continuous communication with their audiences. An example of this is the use of social media content marketing, on channels such as Instagram. The fitness sector has also been transformed by the digitalization. And an increasing number of professionals of said field, such as personal trainers (PT), have been adopting mediums’ like Instagram in order to expand their reach, influence, and commercial success. Thus, it becomes ever more important to understand which digital contents allow Instagram PT’s to attract and retain effective clients. The research methodology for this paper included both a theoretical overview (a consistent literature review) a well as an empirical research (thematic content analysis through IRaMuTeQ). This study has allowed to propose an Instagram content mix for PT’s, corroborated by previous studies into PT digital marketing and Instagram marketing. The results have also broadened the comprehension and importance of the blogging and storytelling practices, underlying the PT’s digital presence. Furthermore, it was possible to note the broader reach of the digital ecosystem employed by PT’s, surpassing the descriptions obtained from previous research. Finally, it was possible to highlight the importance of the digital know-how for the online success of a PT, as it's been alluded to in the previous scientific literature. The present research allowed to systematize the study of the state of the art of content marketing, as well as contribute for the possible formulation of a good practice guide for the application of digital content marketing by personal trainers.
The IV Techno-Industrial Revolution has originated a new type of consumption, mediated by digital networks. To convert and retain new consumers, more and more businesses have been adopting digitals tools as to establish a two-way continuous communication with their audiences. An example of this is the use of social media content marketing, on channels such as Instagram. The fitness sector has also been transformed by the digitalization. And an increasing number of professionals of said field, such as personal trainers (PT), have been adopting mediums’ like Instagram in order to expand their reach, influence, and commercial success. Thus, it becomes ever more important to understand which digital contents allow Instagram PT’s to attract and retain effective clients. The research methodology for this paper included both a theoretical overview (a consistent literature review) a well as an empirical research (thematic content analysis through IRaMuTeQ). This study has allowed to propose an Instagram content mix for PT’s, corroborated by previous studies into PT digital marketing and Instagram marketing. The results have also broadened the comprehension and importance of the blogging and storytelling practices, underlying the PT’s digital presence. Furthermore, it was possible to note the broader reach of the digital ecosystem employed by PT’s, surpassing the descriptions obtained from previous research. Finally, it was possible to highlight the importance of the digital know-how for the online success of a PT, as it's been alluded to in the previous scientific literature. The present research allowed to systematize the study of the state of the art of content marketing, as well as contribute for the possible formulation of a good practice guide for the application of digital content marketing by personal trainers.
Description
Keywords
Comunicação digital Marketing de conteúdo Marketing de redes sociais digitais Treinador pessoal Content marketing Digital communication Digital social media marketing Personal trainer