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Publication
Estratégias de comunicação digital nas marcas de moda de luxo - estudo de caso Jacquemus
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| 1.71 MB | Adobe PDF |
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Abstract(s)
O objetivo desta dissertação é analisar a presença digital da marca Jacquemus e a relação com os seus consumidores. O foco está em estudar e compreender as estratégias de comunicação digital da marca Jacquemus no contexto das marcas de moda consideradas de luxo, com o intuito de responder à pergunta de investigação – “Qual o papel da estratégia de presença digital da marca Jacquemus no envolvimento com os seus consumidores?”- e dos objetivos definidos.
A investigação segue uma abordagem interpretativista com escolha metodológica de estudo de caso. A recolha de dados, foi efetuada através de dados documentais e análise dos conteúdos publicados em duas das redes sociais da marca Facebook e Instagram, bem como do website oficial da marca. A análise de dados, realizou-se através de análise documental e de conteúdo, tendo recorrido à adaptação de duas grelhas de análise, a Grelha de Análise de Conteúdo nas Redes Sociais, Facebook e Instagram, de Grassi e Marques (2018) e a Grelha de Análise de Hansen (2011), para o website.
As conclusões da investigação mostram que as marcas de moda de luxo estão cada vez mais empenhadas em promover a sua marca por meio das redes sociais, investindo em estratégias de comunicação digital inovadoras e criativas, com o objetivo de estabelecerem uma relação estreita e autêntica com os consumidores. Os resultados da investigação permitem concluir que existem múltiplas estratégias e ações que as marcas de moda de luxo podem implementar para serem capazes de expressar a sua essência e personalidade nas plataformas digitais, criando uma narrativa cada vez mais centrada nas mensagens visuais. Este é o caso também da marca em estudo. No entanto, constatou-se a existência de aspetos a melhorar, entre eles a interação direta com os utilizadores nas redes sociais.
The aim of this dissertation is to anlayse the digital presence of the Jacquemus brand and its relationship with its consumers. The focus is studying and understanting the digital communication strategies of the Jacquemus brand within the aim of answering the research question – “What is the role of Jacquemus’ digital presence strategy in consumer engagement?” – and adressing the defined objetcives. The research follows an interpretative approach with a case study method. Data collection was carried out through documentary data and an analysis of the content published on two of the brand’s social media platforms, Facebook and Instagram, as well as the brand’s official website. The data analysis, utilizing an adapation of two analysis frameworks: the Social Media Content Analysis Grid for Facebook and Instagram by Grassi & Marques (2018), and Hansen’s (2011) Website Analysis Grid for the website. The research findings show that luxury fashion brands are increasingly committed to promoting their brand through social media, investing in innovative and creative digital communication strategies aimed at establishing a close and authentic relationship with consumers. The results of the investigation allow us to conclude that there are multiple strategies and actions that luxury fashion brands can employ to express their essence and personality on digital platforms, creating a narrative increasingly centered on visual messaging. This is also the case for the brand under study. However, areas for improvement were indentified, including direct interation with users on social media.
The aim of this dissertation is to anlayse the digital presence of the Jacquemus brand and its relationship with its consumers. The focus is studying and understanting the digital communication strategies of the Jacquemus brand within the aim of answering the research question – “What is the role of Jacquemus’ digital presence strategy in consumer engagement?” – and adressing the defined objetcives. The research follows an interpretative approach with a case study method. Data collection was carried out through documentary data and an analysis of the content published on two of the brand’s social media platforms, Facebook and Instagram, as well as the brand’s official website. The data analysis, utilizing an adapation of two analysis frameworks: the Social Media Content Analysis Grid for Facebook and Instagram by Grassi & Marques (2018), and Hansen’s (2011) Website Analysis Grid for the website. The research findings show that luxury fashion brands are increasingly committed to promoting their brand through social media, investing in innovative and creative digital communication strategies aimed at establishing a close and authentic relationship with consumers. The results of the investigation allow us to conclude that there are multiple strategies and actions that luxury fashion brands can employ to express their essence and personality on digital platforms, creating a narrative increasingly centered on visual messaging. This is also the case for the brand under study. However, areas for improvement were indentified, including direct interation with users on social media.
Description
Keywords
Estratégias de comunicação digital Marcas de moda de luxo Redes sociais Jacquemus Digital communication strategies Luxury fashion brands Social media