Combining experience marketing with influence marketing can lead to an increase in digital brand awareness
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/671 |
Resumo: | Objective: This work aimed to discuss how the combined strategy of experiential marketing and influence marketing can lead to an increase in a brand's digital brand awareness. By combining elements of experience marketing with the dissemination through digital influencers, this project presents and discusses the positive results found in an award-winning marketing initiative in Portugal. Method: The methodology used is the case study of a marketing initiative of a fashion retail company and which was awarded in Portugal. The analysis is qualitative, based on a proposed theoretical framework that includes elements of experiential marketing and influence marketing strategies. From this suggested framework, photographs, interviews with company managers, posts and comments on the brand's social networks and digital influencers were analyzed. Main results: The analysis of the results suggests that a strategy that promotes a consumer experience for digital influencers results in a greater involvement, a greater number of publications on social media, and, as a consequence, greater and better quality of word-of-mouth for the brand, amplifying the brand's presence on digital channels and, consequently, the brand awareness in the digital context. Relevance / Originality: This work brings data from an activity carried out in the market that combines experience marketing with influence marketing, with analysis of the concepts that support these strategies and discussion of the results obtained by this action. Theoretical / Methodological Contributions: This article presents the synergy obtained from the combination of experience marketing and influence marketing in the management practices of fashion retail companies. |
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Combining experience marketing with influence marketing can lead to an increase in digital brand awarenessCombinar marketing de experiência com marketing de influência pode conduzir a um aumento do brand awareness digital?Marketing de influênciamarketing de experiênciainfluenciadoras digitaisbrand awarenessboca-a-boca.Marketing de influênciaObjective: This work aimed to discuss how the combined strategy of experiential marketing and influence marketing can lead to an increase in a brand's digital brand awareness. By combining elements of experience marketing with the dissemination through digital influencers, this project presents and discusses the positive results found in an award-winning marketing initiative in Portugal. Method: The methodology used is the case study of a marketing initiative of a fashion retail company and which was awarded in Portugal. The analysis is qualitative, based on a proposed theoretical framework that includes elements of experiential marketing and influence marketing strategies. From this suggested framework, photographs, interviews with company managers, posts and comments on the brand's social networks and digital influencers were analyzed. Main results: The analysis of the results suggests that a strategy that promotes a consumer experience for digital influencers results in a greater involvement, a greater number of publications on social media, and, as a consequence, greater and better quality of word-of-mouth for the brand, amplifying the brand's presence on digital channels and, consequently, the brand awareness in the digital context. Relevance / Originality: This work brings data from an activity carried out in the market that combines experience marketing with influence marketing, with analysis of the concepts that support these strategies and discussion of the results obtained by this action. Theoretical / Methodological Contributions: This article presents the synergy obtained from the combination of experience marketing and influence marketing in the management practices of fashion retail companies.Objetivo: O presente trabalho teve como principal objetivo discutir como a estratégia combinada de marketing experiencial e de marketing de influência pode conduzir a um aumento do brand awareness digital de uma marca. Ao combinar elementos do marketing de experiência com a divulgação por meio de influenciadores digitais, este artigo apresenta resultados encontrados em uma ação premiada em Portugal. Método: A metodologia utilizada é qualitativa exploratória, um estudo de caso prático de uma empresa do varejo de moda, uma ação premiada em Portugal. O modelo teórico usado na análise combina os elementos das estratégias de marketing de experiência e marketing de influência. Foram analisados fotografias, entrevista com gestor da empresa, postagens e comentários nas redes sociais da marca e das influenciadoras digitais. Principais resultados: A análise dos resultados sugere que uma estratégia que promove uma experiência de consumo às influenciadoras digitais resulta em maior envolvimento, maior número de publicações nas redes sociais e, em consequência, boca a boca maior e de melhor qualidade para a marca, amplificando a presença da marca nos canais digitais e, concludentemente, o brand awareness da marca. Relevância / Originalidade: Este estudo inova ao mesclar marketing de experiência com marketing de influência como análise dos conceitos que suportam essas estratégias e contribui com a literatura ao discutir um caso prático que obteve resultados positivos com essa ação de marketing. Contribuições Teóricas / Metodológicas: Este artigo apresenta a sinergia entre a junção das estratégias de marketing de experiência e influência nas práticas gerenciais de empresas do varejo de moda.Escola Superior de Propaganda e Marketing - ESPM2022-09-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionRevisão da literatura; Análise Qualitativa; Análise de Rede Social; Pesquisa Empírica.application/pdfhttps://internext.espm.br/internext/article/view/67110.18568/internext.v17i3.671Internext - International Business and Management Review ; Vol. 17 No. 3 (2022): Setembro - DezembroInternext; v. 17 n. 3 (2022): Setembro - Dezembro1980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://internext.espm.br/internext/article/view/671/466Copyright (c) 2022 Internexthttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessAlmeida e Souza, CarolinaCosta e Silva, SusanaShimabukuro Sandes, Fabio2023-03-21T18:41:13Zoai:ojs.emnuvens.com.br:article/671Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-03-21T18:41:13Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness Combinar marketing de experiência com marketing de influência pode conduzir a um aumento do brand awareness digital? |
title |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness |
spellingShingle |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness Almeida e Souza, Carolina Marketing de influência marketing de experiência influenciadoras digitais brand awareness boca-a-boca. Marketing de influência |
title_short |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness |
title_full |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness |
title_fullStr |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness |
title_full_unstemmed |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness |
title_sort |
Combining experience marketing with influence marketing can lead to an increase in digital brand awareness |
author |
Almeida e Souza, Carolina |
author_facet |
Almeida e Souza, Carolina Costa e Silva, Susana Shimabukuro Sandes, Fabio |
author_role |
author |
author2 |
Costa e Silva, Susana Shimabukuro Sandes, Fabio |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Almeida e Souza, Carolina Costa e Silva, Susana Shimabukuro Sandes, Fabio |
dc.subject.por.fl_str_mv |
Marketing de influência marketing de experiência influenciadoras digitais brand awareness boca-a-boca. Marketing de influência |
topic |
Marketing de influência marketing de experiência influenciadoras digitais brand awareness boca-a-boca. Marketing de influência |
description |
Objective: This work aimed to discuss how the combined strategy of experiential marketing and influence marketing can lead to an increase in a brand's digital brand awareness. By combining elements of experience marketing with the dissemination through digital influencers, this project presents and discusses the positive results found in an award-winning marketing initiative in Portugal. Method: The methodology used is the case study of a marketing initiative of a fashion retail company and which was awarded in Portugal. The analysis is qualitative, based on a proposed theoretical framework that includes elements of experiential marketing and influence marketing strategies. From this suggested framework, photographs, interviews with company managers, posts and comments on the brand's social networks and digital influencers were analyzed. Main results: The analysis of the results suggests that a strategy that promotes a consumer experience for digital influencers results in a greater involvement, a greater number of publications on social media, and, as a consequence, greater and better quality of word-of-mouth for the brand, amplifying the brand's presence on digital channels and, consequently, the brand awareness in the digital context. Relevance / Originality: This work brings data from an activity carried out in the market that combines experience marketing with influence marketing, with analysis of the concepts that support these strategies and discussion of the results obtained by this action. Theoretical / Methodological Contributions: This article presents the synergy obtained from the combination of experience marketing and influence marketing in the management practices of fashion retail companies. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-14 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Revisão da literatura; Análise Qualitativa; Análise de Rede Social; Pesquisa Empírica. |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/671 10.18568/internext.v17i3.671 |
url |
https://internext.espm.br/internext/article/view/671 |
identifier_str_mv |
10.18568/internext.v17i3.671 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/671/466 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Internext http://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Internext http://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Vol. 17 No. 3 (2022): Setembro - Dezembro Internext; v. 17 n. 3 (2022): Setembro - Dezembro 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
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1793890310358564864 |