Managing controversies when advertising underwear on social media
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/38493 |
Resumo: | The following dissertation will explore the brand’s communication strategies to manage the inherent controversy of advertising women's underwear, especially lingerie and swimwear, on social media. Previous research advocated the social media's effect on fashion brands and consumer behavior. However, the underwear’s research is very limited, being mainly related to its history and impact on consumers’ identity, opening an opportunity to study the underwear brands/social media’s relationship deeply. A qualitative approach was chosen, and four underwear brands were deeply analyzed to proceed with this study. This thesis’ findings evidence the existence of four major challenges: 1) Managing paradoxes of communicating intimate products, 2) Managing social media communication paradoxes; 3) Managing social pressure and lastly, 4) Managing the possibility of being wrongly interpreted. Additionally, some strategies were pointed out to face the previous challenges. Although, all these strategies contribute to these brands’ common goal of establishing a solid connection with audiences. These brands believe that the better the relationship with the audience, the easier the management of underwear controversies on social media will be. This strategy constitutes the way of managing the underwear’s controversies when advertising on social media. This study's relevancy is unquestionable for underwear advertisers and for the overall fashion industry since some communication paradoxes can be transposed to other fashion fields. |
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Managing controversies when advertising underwear on social mediaUnderwearSocial mediaControversyAdvertisementRoupa interiorRedes sociaisControvérsiaPublicidadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe following dissertation will explore the brand’s communication strategies to manage the inherent controversy of advertising women's underwear, especially lingerie and swimwear, on social media. Previous research advocated the social media's effect on fashion brands and consumer behavior. However, the underwear’s research is very limited, being mainly related to its history and impact on consumers’ identity, opening an opportunity to study the underwear brands/social media’s relationship deeply. A qualitative approach was chosen, and four underwear brands were deeply analyzed to proceed with this study. This thesis’ findings evidence the existence of four major challenges: 1) Managing paradoxes of communicating intimate products, 2) Managing social media communication paradoxes; 3) Managing social pressure and lastly, 4) Managing the possibility of being wrongly interpreted. Additionally, some strategies were pointed out to face the previous challenges. Although, all these strategies contribute to these brands’ common goal of establishing a solid connection with audiences. These brands believe that the better the relationship with the audience, the easier the management of underwear controversies on social media will be. This strategy constitutes the way of managing the underwear’s controversies when advertising on social media. This study's relevancy is unquestionable for underwear advertisers and for the overall fashion industry since some communication paradoxes can be transposed to other fashion fields.A seguinte dissertação irá estudar as estratégias de comunicação das marcas de roupa interior na gestão das controvérsias existentes na publicidade de lingerie e fatos de banho, nas redes sociais. Outros estudos já analisaram os efeitos das redes sociais na moda e no consumidor. No entanto, o estudo sobre roupa interior é limitado e centra-se nos impactos destes produtos na identidade das pessoas e na sua história, dando oportunidade a estudar intensamente a relação destas marcas com as redes sociais. Para realizar este estudo, escolheu-se um método qualitativo e contou-se com a colaboração de quatro marcas portuguesas. Os resultados desta dissertação evidênciam a existência de desafios: 1) Gestão de paradoxos da comunicação de produtos íntimos; 2) Gestão de paradoxos na comunicação das redes sociais; 3) Gestão da pressão social; 4) Gestão da possibilidade de ser mal interpretado. Desta forma, foram referidas estratégias para fazer face aos desafios mencionados. Todas estas estratégias contribuem para o objetivo comum destas marcas, que se baseia em estabelecer uma relação sólida com a audiência. Assim, as marcas acreditam que quão melhor for a sua relação com audiência mais fácil será a gestão das controvérsias na publicidade destes produtos nas redes sociais. A relevância deste estudo é inquestionável para entidades que publicitam roupa interior mas também para toda a indústria da moda, uma vez que existem paradoxos que podem ser transpostos para outras áreas.Leglise, LaureVeritati - Repositório Institucional da Universidade Católica PortuguesaBrites, Filipa Marques Costa do Amaral2022-08-03T10:44:50Z2022-01-262022-012022-01-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38493TID:202965104enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:43:59Zoai:repositorio.ucp.pt:10400.14/38493Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:26.122445Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Managing controversies when advertising underwear on social media |
title |
Managing controversies when advertising underwear on social media |
spellingShingle |
Managing controversies when advertising underwear on social media Brites, Filipa Marques Costa do Amaral Underwear Social media Controversy Advertisement Roupa interior Redes sociais Controvérsia Publicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Managing controversies when advertising underwear on social media |
title_full |
Managing controversies when advertising underwear on social media |
title_fullStr |
Managing controversies when advertising underwear on social media |
title_full_unstemmed |
Managing controversies when advertising underwear on social media |
title_sort |
Managing controversies when advertising underwear on social media |
author |
Brites, Filipa Marques Costa do Amaral |
author_facet |
Brites, Filipa Marques Costa do Amaral |
author_role |
author |
dc.contributor.none.fl_str_mv |
Leglise, Laure Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Brites, Filipa Marques Costa do Amaral |
dc.subject.por.fl_str_mv |
Underwear Social media Controversy Advertisement Roupa interior Redes sociais Controvérsia Publicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Underwear Social media Controversy Advertisement Roupa interior Redes sociais Controvérsia Publicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The following dissertation will explore the brand’s communication strategies to manage the inherent controversy of advertising women's underwear, especially lingerie and swimwear, on social media. Previous research advocated the social media's effect on fashion brands and consumer behavior. However, the underwear’s research is very limited, being mainly related to its history and impact on consumers’ identity, opening an opportunity to study the underwear brands/social media’s relationship deeply. A qualitative approach was chosen, and four underwear brands were deeply analyzed to proceed with this study. This thesis’ findings evidence the existence of four major challenges: 1) Managing paradoxes of communicating intimate products, 2) Managing social media communication paradoxes; 3) Managing social pressure and lastly, 4) Managing the possibility of being wrongly interpreted. Additionally, some strategies were pointed out to face the previous challenges. Although, all these strategies contribute to these brands’ common goal of establishing a solid connection with audiences. These brands believe that the better the relationship with the audience, the easier the management of underwear controversies on social media will be. This strategy constitutes the way of managing the underwear’s controversies when advertising on social media. This study's relevancy is unquestionable for underwear advertisers and for the overall fashion industry since some communication paradoxes can be transposed to other fashion fields. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-08-03T10:44:50Z 2022-01-26 2022-01 2022-01-26T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/38493 TID:202965104 |
url |
http://hdl.handle.net/10400.14/38493 |
identifier_str_mv |
TID:202965104 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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