The Contribution of digital influencers for co-creation of Value in fashion brands
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/13865 |
Resumo: | Objective: This article aims to understand how digital influencers can contribute to the co-creation of value between fashion brands and their consumers.Method: This study is characterized as a qualitative and descriptive research. Data collection was conducted through an open questionnaire with three small-sized companies in the fashion industry in Rio Grande do Sul.Originality/Relevance: The theories analyzed have relevance in studies on co-creation of value. The originality of this research is in the empirical field in which it was developed, in exploring co-creation through the relationship established between digital influencers and fashion brands on digital platforms.Results: The influencer can assume an important role in the relationship between the company and the public, providing an approximation between the parties and resulting in the co-creation of value with the brand. It is understood that the influencer has the role of actor in building brand image, and communicates the brand through its own context, positioning it closer to the reality of clients through the experiences exposed on digital platforms.Theoretical contributions: This study offers a theoretical advance by showing that the concept of co-creation of value can also be applied in the relationship between digital influencers and fashion brands. |
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The Contribution of digital influencers for co-creation of Value in fashion brandsA contribuição dos influenciadores digitais para cocriação de valor em marcas de modaFashion; Digital influencers; Co-creation of valueModa; Influenciadores Digitais; Cocriação de ValorObjective: This article aims to understand how digital influencers can contribute to the co-creation of value between fashion brands and their consumers.Method: This study is characterized as a qualitative and descriptive research. Data collection was conducted through an open questionnaire with three small-sized companies in the fashion industry in Rio Grande do Sul.Originality/Relevance: The theories analyzed have relevance in studies on co-creation of value. The originality of this research is in the empirical field in which it was developed, in exploring co-creation through the relationship established between digital influencers and fashion brands on digital platforms.Results: The influencer can assume an important role in the relationship between the company and the public, providing an approximation between the parties and resulting in the co-creation of value with the brand. It is understood that the influencer has the role of actor in building brand image, and communicates the brand through its own context, positioning it closer to the reality of clients through the experiences exposed on digital platforms.Theoretical contributions: This study offers a theoretical advance by showing that the concept of co-creation of value can also be applied in the relationship between digital influencers and fashion brands.Objetivo: Este artigo tem como objetivo entender de que forma os influenciadores digitais podem contribuir para a cocriação de valor entre marcas de moda e seu consumidor.Método: Este estudo caracteriza-se como uma pesquisa qualitativa e descritiva, onde a coleta de dados foi realizada através de um questionário aberto com três pequenas empresas da indústria da moda do Rio Grande do Sul.Originalidade/Relevância: As teorias analisadas possuem relevância nos estudos sobre a cocriação de valor. A principal originalidade desta pesquisa está no campo empírico em que foi desenvolvida: entre influenciadores digitais e marcas de moda.Resultados: Percebe-se que o influenciador pode assumir um papel importante no relacionamento entre a empresa e o público, proporcionando uma aproximação entre as partes e resultando na cocriação de valor junto à marca. Assim como entende-se que o influenciador exerce função de ator na construção da imagem da marca, ao passo que o influenciador comunica a marca através do seu próprio contexto, posicionando-a mais próxima à realidade do cliente através das experiências virtuais.Contribuições teóricas: Este estudo oferece um avanço teórico ao apontar que o conceito de cocriação de valor também pode ser aplicado na relação entre entre influenciadores digitais e marcas de moda.Universidade Nove de Julho - UninoveSchünke, ChristianAndretta, Juliana AlvesSchreiber, DusanSchmidt, SerjeMontardo, Sandra Portella2021-06-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1386510.5585/remark.v20i2.13865ReMark - Revista Brasileira de Marketing; v. 20, n. 2 (2021): (abr./jun.); 226-2512177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/13865/9029Direitos autorais 2021 Revista Brasileira de Marketing – Remarkhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2021-06-25T11:23:45Zoai:https://periodicos.uninove.br:article/13865Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2021-06-25T11:23:45REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Contribution of digital influencers for co-creation of Value in fashion brands A contribuição dos influenciadores digitais para cocriação de valor em marcas de moda |
title |
The Contribution of digital influencers for co-creation of Value in fashion brands |
spellingShingle |
The Contribution of digital influencers for co-creation of Value in fashion brands Schünke, Christian Fashion; Digital influencers; Co-creation of value Moda; Influenciadores Digitais; Cocriação de Valor |
title_short |
The Contribution of digital influencers for co-creation of Value in fashion brands |
title_full |
The Contribution of digital influencers for co-creation of Value in fashion brands |
title_fullStr |
The Contribution of digital influencers for co-creation of Value in fashion brands |
title_full_unstemmed |
The Contribution of digital influencers for co-creation of Value in fashion brands |
title_sort |
The Contribution of digital influencers for co-creation of Value in fashion brands |
author |
Schünke, Christian |
author_facet |
Schünke, Christian Andretta, Juliana Alves Schreiber, Dusan Schmidt, Serje Montardo, Sandra Portella |
author_role |
author |
author2 |
Andretta, Juliana Alves Schreiber, Dusan Schmidt, Serje Montardo, Sandra Portella |
author2_role |
author author author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Schünke, Christian Andretta, Juliana Alves Schreiber, Dusan Schmidt, Serje Montardo, Sandra Portella |
dc.subject.por.fl_str_mv |
Fashion; Digital influencers; Co-creation of value Moda; Influenciadores Digitais; Cocriação de Valor |
topic |
Fashion; Digital influencers; Co-creation of value Moda; Influenciadores Digitais; Cocriação de Valor |
description |
Objective: This article aims to understand how digital influencers can contribute to the co-creation of value between fashion brands and their consumers.Method: This study is characterized as a qualitative and descriptive research. Data collection was conducted through an open questionnaire with three small-sized companies in the fashion industry in Rio Grande do Sul.Originality/Relevance: The theories analyzed have relevance in studies on co-creation of value. The originality of this research is in the empirical field in which it was developed, in exploring co-creation through the relationship established between digital influencers and fashion brands on digital platforms.Results: The influencer can assume an important role in the relationship between the company and the public, providing an approximation between the parties and resulting in the co-creation of value with the brand. It is understood that the influencer has the role of actor in building brand image, and communicates the brand through its own context, positioning it closer to the reality of clients through the experiences exposed on digital platforms.Theoretical contributions: This study offers a theoretical advance by showing that the concept of co-creation of value can also be applied in the relationship between digital influencers and fashion brands. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-14 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/13865 10.5585/remark.v20i2.13865 |
url |
https://periodicos.uninove.br/remark/article/view/13865 |
identifier_str_mv |
10.5585/remark.v20i2.13865 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/13865/9029 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2021 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2021 Revista Brasileira de Marketing – Remark https://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 |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 20, n. 2 (2021): (abr./jun.); 226-251 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138641969152000 |