Blogs como ferramentas de marketing e sua influência na decisão de compra de produtos de moda e beleza

Evange Elias Assis; Viviane Moura Rocha Ferreira; Fernanda Oliveira Andrade

doi:10.5585/remark.v19i3.17763

Authors

Evange Elias Assis Pontifícia Universidade Católica de São Paulo (PUC-SP) e Centro Universitário Senac https://orcid.org/0000-0003-3834-2228
Viviane Moura Rocha Ferreira FGV–EAESP e ESPM https://orcid.org/0000-0002-7302-8085
Fernanda Oliveira Andrade Pontifícia Universidade Católica de São Paulo (PUC-SP) https://orcid.org/0000-0003-1847-7061

DOI:

https://doi.org/10.5585/remark.v19i3.17763

Keywords:

Blog marketing, Purchase decision, Electronic word-of-mouth (eWOM), Fashion, Beauty.

Abstract

Objective: To analyze the influence of blogs on the decisions on purchasing fashion and beauty products and identify the main characteristics of the consumers most susceptible to these stimuli.

Methodology: The methodological procedures consisted of a bibliographic investigation followed by empirical research and analysis of data using multiple regression.

Results: The main characteristics of the consumers most susceptible to the stimuli of fashion and beauty blogs on consumption are associated with those who value online platforms, start to invest more in products under the influence of blogs, give up buying a product also under the influence of blogs and learn about new products through blogs.

Theoretical contributions: The research contributes to the advancement of the digital marketing literature as it identifies not only the influence of blogs on the consumption of fashion and beauty products but also the characteristics of the consumers most susceptible to this stimulus.

Relevance/Originality: The study expands theoretically and empirically the understanding of the use of blogs as tools to stimulate and influence the consumption of fashion and beauty products and identifies the characteristics of the consumers more susceptible to this stimulus.

Implications for management: The study expects to make a contribution towards helping marketing professionals consider blogs as an important tool for promoting new products, stimulating consumption or even as a source of obtaining customer insights, identifying the profile of the consumers most influenced by this tool as well.

Downloads

Download data is not yet available.

Author Biographies

Evange Elias Assis, Pontifícia Universidade Católica de São Paulo (PUC-SP) e Centro Universitário Senac

Professora da PUC-SP (área epistemológica de Marketing); Coordenadora do Curso de Pós-Graduaçao em Marketing no Varejo e do Curso de Pós-Graduação em Marketing Digital e E-Commerce do Senac Francisco Matarazzo.

Doutora em Comunicaçao pela ECA-USP e Mestre em Administraçao pela PUC-SP.

Viviane Moura Rocha Ferreira, FGV–EAESP e ESPM

Professora da FGV dos cursos de Graduação e de Pós-Graduação, professora da ESPM no curso de Graduação e professora convidada na FIA nos cursos de pós-graduação. Doutora em Administração de Empresas na Fundação Getúlio Vargas (SP) e mestre pela mesma instituição. Graduada em Economia pela FEA-USP (Universidade de São Paulo) com especialização em Administração de Empresas (CEAG) pela Fundação Getúlio Vargas.

Fernanda Oliveira Andrade, Pontifícia Universidade Católica de São Paulo (PUC-SP)

Graduada em Administração pela Pontifícia Universidade Católica de São Paulo (PUC-SP)

References

Aguiar, G. (2013). A explosão dos blogs de moda [The explosion of fashion blogs]. Administradores.com..Retrieved.May.5,.2015,.fom.http://www.administradores.com.br/artigos/marketing/a-explosao-dos-blogs-de-moda/73226/.

Ahrens, J., Coyle, J. R., & Strahilevitz, M. A. (2013). Electronic word-of-mouth: The effects of incentives on e-referrals by senders and receivers. European Journal of Marketing, 47(7), 1034–1051.

Anderson, C. (2006). A Cauda Longa: do mercado de massa para o mercado de nicho [The long tail: From mass Market to niche market]. (5th ed.). Elsevier.

Batista, J., Jr. (2017). Aspirantes a blogueiras de moda iniciam curso universitário na área [Aspiring.fashion.bloggers.start.university.course.in.the.field]. Veja. Retrieved June 25, 2017, from https://vejasp.abril.com.br/cidades/blogueiras-moda-beleza-curso-universitario.

Cipriani, F. (2011). Estratégia em mídias sociais: Como romper o paradoxo das redes sociais e tornar a concorrência irrelevante [Strategies in social media: How to disrupt the social network paradox and make the competitors irrelevant]. Elsevier Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155. Colton, D. A. (2018). Antecedents of consumer attitudes’ toward corporate blogs. Journal of Research in Interactive Marketing, 12(1), 94-104.

Costa, A. C. (2012). Conar faz advertência pública a blogueiras de moda e Sephora [Conar, Brazilian Advertising Council, issues warning to bloggers and Sephora]..Veja..Retrieved March 16, 2015, from http://veja.abril.com.br/noticia/economia/conar-da-advertencia-publica-a-blogueiras-de-moda-e-sephora.

Cowles, M., & Davis, C. (1982). On the origins of the .05 level of statistical significance. American Psychologist, 37(5), 553.

Crescitelli, E., & Tagawa, Y. (2015). A influência dos blogs na decisão de compra: um estudo exploratório no segmento de beleza [The influence of blogs on the purchasing decision: An exploratory study in the beauty sector]. Revista Comunicação & Sociedade, 37(2), 49-79.

E-commerce Brasil. (2020). E-commerce brasileiro cresce 22,7% com faturamento de R$ 75 bi em 2019 [Brazilian E-commerce grows by 22.7% with R$75 billion revenue]. E-Commerce Brasil..Retrieved.July.1,2020,.from.https://www.ecommercebrasil.com.br/noticias/e-commerce-brasileiro-cresce-2019 compreconfie/

E-commerce News. (2019). E-commerce deve faturar R$ 11,8 bilhões no Natal, indica ABComm. [E-commerce might have R$11.8 billion earnings at Christmas, ABComm. expects]. E-commerce.Brasil..Retrieved.December.17,.2019,.from.https://www.ecommercebrasil.com.br/noticias/natal-11-bilhoes-e-commerce-abcomm/

Engel, J., Blackwell, R., & Miniard, P. W. (2000). Comportamento do consumidor (8th ed.). LTC.

Erz, A., & Heeris Christensen, A.-B. (2018). Transforming consumers into brands: Tracing transformation processes of the practice of blogging. Journal of Interactive Marketing, 43, 69–82.

Exame. (2016). Top 10 + blogs: Os blogs de moda e beleza brasileiros mais acessados em 2015 no mundo [Top 10+ blogs: The most accessed fashion and beauty Brazilian blogs in the world in 2015]..Exame..Retrieved June 10, 2016, from http://exame.abril.com.br/negocios/dino/noticias/top-10-blogs-os-blogs-de-moda-e-beleza-brasileiros-mais-acessados-em-2015-no-mundo.shtml.

Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175-191.

Fávaro, L. (2014). Profissão: blogueira de moda [Occupation: fashion blogger]. Retrieved March 7,.2015,.from.http://mondomoda.com.br/2014/05/27/artigo-profissao-blogueira-de-moda/.

Fernandes, B.B.B. (2013). A influência dos blogs de moda e beleza no comportamento de compra das seguidoras [The influence of fashion and beauty blogs on followers’ buying behavior]. [Master’s thesis, University of Porto].

Forbes, L. P., & Vespoli, E. M. (2013). Does social media influence consumer buying behavior? An investigation of recommendations and purchases. Journal of Business & Economics Research, 11(2), 107-112.

Gannon, V. & Prothero, A. (2018). Beauty bloggers and YouTubers as a community of practice. Journal of Marketing Management, 34(7-8), 592-619.

Gil, A. C. (2010). Como elaborar projetos de pesquisa [How to design research projects]. (5th ed.). Atlas.

Halvorsen, K., Hoffmann, J., Coste-Manière, I., & Stankeviciute, R. (2013). Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing, 4(3), 211-224.

Hair, J. F., Jr., Wolfinbarger, M., Ortinau, D. J., & Bush, R. P. (2013). Fundamentos de Pesquisa de Marketing. (3rd ed.). McGraw-Hill.

Hair, J. F., Jr., Tatham, R. L., Anderson, R. E., & Black, W. (2006). Multivariate data analysis (Vol. 6). Pearson Prentice Hall.

Hewitt, H. (2007). Blog: Entenda a revolução que vai mudar seu mundo Thomas Nelson Brasil.

Hill, J. (2005). The voice of the blog: The attitudes and experiences of small business bloggers using blogs as a marketing and communications tool. [Master’s thesis, The University of Liverpool].

Honorato, G. (2004). Conhecendo o marketing [Getting to know marketing]. Manole. Hsu, H. Y., & Tsou, H. Tai. (2011). Understanding customer experiences in online blog environments. International Journal of Information Management, 31, 510-523.

Kanter, B., Fine, A., & Zuckerberg, R. (2011). Mídias sociais transformadoras: Ação e mudança no terceiro setor Évora.

Karsaklian, E. (2004). Comportamento do consumidor [Consumer behavior]. (2nd ed.). Atlas.

Keen, A. (2009). O culto do amador: Como blogs, MySpace, YouTube e a pirataria digital estão destruindo nossa economia, cultura e valores. Jorge Zahar.

Khodadad, G. (2010). Fashionfever: - A study on the fashion bloggers’ influence on the MeWe-generation’s fashion consumption. [Master’s Thesis, The Swedish School of Textiles].

Kim, J.Y., Kiousis, S., & Molleda, J.C. (2015). Use of affect in blog communication: Trust, credibility, and authenticity. Public Relations Review. 41(4), 504-507.

Kirby, J., & Marsden, P. (2006). Connected Marketing: The viral, buzz and word-of-mouth revolution. Elsevier.

Kline, R. (2011). Principles and practice of structural equation modeling. (3rd ed.). Guilford Press.

Kotler, P. (1965). Behavioral models for analyzing buyers. Journal of Marketing, 29(4), 37-45.

Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: as forças que estão definindo o novo marketing centrado no ser humano. Elsevier.

Kotler, P., & Keller, K. L. (2012). Administração de Marketing. (14th ed.). Pearson Education do Brasil.

Laurent, G., & Kapferer, J. N. (1985). Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22(1), 41-53.

Limeira, T. (2010). E-Marketing: O marketing na internet com casos brasileiros [E-marketing: Marketing on the internet with Brazilian cases]. (2nd ed.). Saraiva.

Lusch, R. F. & Vargo, S. L. (2006). Service-dominant logic as a foundation for building a general theory. In Lusch & Vargo (Eds.), The Service-dominant logic of marketing: Dialog, debate, and directions (pp. 406-420). M.E. Sharpe.

MacQuarrie, E. F., Miller, J., & Phillips, B. J. (2013). The megaphone effect: taste and audience in fashion blogging. Journal of Consumer Research, 40, 136-158.

Malhotra, N. K. (2010). Pesquisa de Marketing: Uma Orientação Aplicada. (6th ed.). Bookman.

Mercado & Consumo. (2019). Varejo de moda: preço e variedade são fatores decisores na hora da compra [Fashion retail: price and variety are decisive factors at the moment of buying]. Mercado.&.Consumo.Retrieved.July.19,.2020,.from https://www.mercadoeconsumo.com.br/2019/09/25/varejo-de-moda-preco-e-variedade-sao-decisores-na-hora-da-compra

Navarro, G.M.; López-Rúa, M.G.(2016). The influence of blogs in fashion in consumer behavior: an exploratory approach. Revista de Comunicación Vivat Academia. 19(135), 85-109.

Nogueira, C.C.V., Ferreira, D. O., Arruda Filho, E.J.M. (2018). A influência dos blogs de moda no processo de decisão de compra do consumidor feminino [The influence of fashion blogs on the process of female purchasing decisions]. Contextus: Revista Contemporânea de Economia e Gestão. 16(1), 32-61.

Paço, A., Oliveira, S. (2017). Influence marketing in the fashion and beauty industry. Estudos em Comunicação. 1(25), 119-136.

Pádua, E. M. (2007). Metodologia da pesquisa: Abordagem teórico-prática [Research methodology: theoretical and practical approach]. (13th ed.). Papirus.

Philip, L. (2017). Corporate blogging: the new age PR tool. European Journal of Interdisciplinary Studies. 8(8), 65-75.

Portal de notícias G1. (2018). Brasil ganha 10 milhões de internautas em 1 ano, aponta IBGE [Brazil gets more 10 million internet users, says IBGE]. Retrieved November 13, 2019, from http://g1.globo.com/economia/tecnologia/noticia/2018/12/20/numero-de-internautas-cresce-em-cerca-de-10-milhoes-em-um-ano-no-brasil-aponta-ibge.ghtml.

Portal de notícias G1. (2019). Uso da internet no Brasil cresce, e 70% da população está conectada [Internet use grows in Brazil, and 70% of the population are connected]. Retrieved December.17,.2019,.from.http://g1.globo.com/economia/tecnologia/noticia/2019/08/28/uso-da-internet-no-brasil-cresce-e-70percent-da-populacao-esta-conectada.ghtml.

Schau, H. J., Muñiz, A. M., Jr, & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51.

Schneider, T., & Pereira, L. P. (2015). Os blogs como divulgadores de novos produtos e influenciadores do consumo de moda [Blogs as new product promoters and influencers of fashion consuming]. Cadernos de Comunicação, 19(2), 87-107.

Signature9. (2015). The 99 Most Influential Fashion & Beauty Blogs. Retrieved May 18, 2015, from http://www.signature9.com/style-99.

Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(2), 76-94.

Schmidt, J. (2007). Blogging practices: An analytical framework. Journal of Computer-Mediated Communication, 12(4), 1409–1427.

Strauss, J., & Frost, R. (2012). E-Marketing. (6th ed.). Pearson Prentice Hall.

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102.

Uribe, R., Buzeta, C., & Velásquez, M. (2016). Sidedness, commercial intent and expertise in blog advertising. Journal of Business Research, 69(10), 4403-4410.

Vaz, C. A. (2008). Google marketing: O guia definitivo de marketing digital. [Google marketing: The definitive digital marketing guide]. (2nd ed.). Novatec.

Wright, J. (2008). Blog marketing: a nova e revolucionária maneira de aumentar vendas, estabelecer sua marca e alcançar resultados excepcionais. Makron Books.