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As parcerias entre os blogues de moda e as marcas e a sua influência nos leitores
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Com o aparecimento dos social media no início do século XXI, a forma como as marcas comunicavam os seus produtos transformou-se e estas tiveram que adaptar-se às novas mudanças a nível de comunicação estratégica. Apesar de já existirem desde 1990, os blogues começaram a ganhar cada vez mais protagonismo para as marcas, visto serem um meio de comunicação acessível a todos (Halvorsen et al., 2013). Os autores destas plataformas, os bloggers, conseguiram captar a atenção das marcas ao partilharem com os seus seguidores os produtos que utilizavam e a terem um grande feedback por parte destes. Assim, as marcas começaram a realizar parcerias com os blogues, que mostraram ser um meio de difusão rápida e económica, de forma a publicitar os seus produtos.
Entender de que forma é que são feitas as parcerias entre blogues de moda e marcas, quais as características e como se dividem este tipo de publicações, qual a reação dos leitores e seguidores dos blogues a este tipo de relação foram os objetivos específicos deste estudo.
Através de uma análise detalhada, entre os meses de janeiro e fevereiro de 2015, aos três blogues portugueses, Last Minute Dreams, A Pipoca Mais Doce e Bons Rapazes, e à entrevista da blogger Carolina Flores foi possível identificar que as marcas estabelecem parcerias de longo ou curto prazo com os bloggers e que as reações dos seguidores a este tipo de relação online é maioritariamente positiva.
Por fim, foi possível sugerir três novas estratégias de comunicação de forma a melhorar a parceria entre marcas e blogues: promover e desenvolver novos produtos através de passatempos, oferecer códigos de desconto aos leitores e criar eventos dentro das empresas dedicados aos consumidores, onde tenham como oradores vários bloggers.
With the advent of social media in the early twenty-first century, the way brands communicate their products turned up and they had to adapt to new changes in terms of strategic communication. Although there since 1990, blogs began to gain more importance to brands, because they are a means of communication accessible to all (Halvorsen et al., 2013). The authors of these platforms, bloggers, managed to capture the attention of brands to share with his followers the products used and to have a great feedback from these. The marks began to form partnerships with blogs, which proved to be a means of quickly and cost spread in order to advertise their products. To understand how it is the partnerships made between fashion blogs and brands, which features and how to divide this kind of publications, which the reaction of blogs readers and followers to this relationship were the specific objectives of this study. Through detailed analysis, between the months of January and February 2015, the three Portuguese blogs, Last Minute Dreams, A Pipoca Mais Doce and Bons Rapazes, and the interview with the blogger Carolina Flores was possible to identify which brands establish long partnerships or short-term with the bloggers and the reactions of the followers of this type of online relationship is mostly positive. Finally, it was possible to suggest three new communication strategies in order to improve the partnership between brands and blogs: to promote and develop new products through contest, offer discount codes readers and create events within companies dedicated to consumers, which have as speakers several bloggers.
With the advent of social media in the early twenty-first century, the way brands communicate their products turned up and they had to adapt to new changes in terms of strategic communication. Although there since 1990, blogs began to gain more importance to brands, because they are a means of communication accessible to all (Halvorsen et al., 2013). The authors of these platforms, bloggers, managed to capture the attention of brands to share with his followers the products used and to have a great feedback from these. The marks began to form partnerships with blogs, which proved to be a means of quickly and cost spread in order to advertise their products. To understand how it is the partnerships made between fashion blogs and brands, which features and how to divide this kind of publications, which the reaction of blogs readers and followers to this relationship were the specific objectives of this study. Through detailed analysis, between the months of January and February 2015, the three Portuguese blogs, Last Minute Dreams, A Pipoca Mais Doce and Bons Rapazes, and the interview with the blogger Carolina Flores was possible to identify which brands establish long partnerships or short-term with the bloggers and the reactions of the followers of this type of online relationship is mostly positive. Finally, it was possible to suggest three new communication strategies in order to improve the partnership between brands and blogs: to promote and develop new products through contest, offer discount codes readers and create events within companies dedicated to consumers, which have as speakers several bloggers.
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Consumidor Blogue Marca Produto Parceria Comunicação Digital Blog Consumer Brand Partnership Product Digital Comunication