Mercado de luxo e as mudanças causadas pela pandemia
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Tipo
TCC
Data de publicação
2022-12-05
Periódico
Citações (Scopus)
Autores
Halbe, Amanda Rodrigues
Vieira, Camila Tolosana Mendes
Nunes Junior, Flavio dos Santos
Palasthy, Gabriela Pita
Vieira, Camila Tolosana Mendes
Nunes Junior, Flavio dos Santos
Palasthy, Gabriela Pita
Orientador
Prado, Karen Perrotta Lopes de Almeida
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Resumo
O objetivo deste artigo é compreender como o marketing digital impactou o mercado de luxo na pandemia. Já os objetivos específicos são: I) Comparar a evolução do mercado de luxo antes x depois da pandemia; II) Identificar a ambientação do processo de compra antes e depois da pandemia; e III) Entender o atendimento personalizado nos âmbitos on-line e físico. No referencial teórico, foram abordados os assuntos: globalização e internet, marketing digital, luxo, mercado de luxo e a pandemia. A pesquisa de campo se deu por meio de dados secundários de domínio público. Para análise dos resultados, utilizou-se a análise de conteúdo, assim foi possível identificar que o marketing digital impactou o mercado de luxo na pandemia, enfatizando a importância das marcas seguirem tendências digitais, tornando a compra de modo virtual, tão atrativa como a presencial, sendo uma ação complementar e não de substituição. As limitações existentes no estudo foram a impossibilidade de realizar uma entrevista com os gestores dos dois conglomerados, devido a imposição do tempo para realizar o roteiro e informar a comissão de ética a tempo hábil para responder o problema de pesquisa e os objetivos gerais e específicos.
The purpose of this article is to understand how digital marketing has impacted the luxury market during the pandemic. The specific objectives are: I) Compare the evolution of the luxury market before x after the pandemic; II) Identify the setting of the purchasing process before and after the pandemic; and III) Understand personalized service in the online and physical areas. In the theoretical framework, the subjects were addressed: globalization and internet, digital marketing, luxury, luxury market and the pandemic. Field research was carried out using secondary data in the public domain. To analyze the results, content analysis was used, so it was possible to identify that digital marketing impacted the luxury market in the pandemic, emphasizing the importance of brands following digital trends, making the purchase in a virtual way, as attractive to the customer as face-to-face, being a complementary action and not a replacement. The existing limitations in the study were the impossibility of conducting an interview with the managers of the two conglomerates, due to the imposition of the time to carry out the script and inform the ethics committee in a timely manner to answer the research problem and the general and specific objectives.
The purpose of this article is to understand how digital marketing has impacted the luxury market during the pandemic. The specific objectives are: I) Compare the evolution of the luxury market before x after the pandemic; II) Identify the setting of the purchasing process before and after the pandemic; and III) Understand personalized service in the online and physical areas. In the theoretical framework, the subjects were addressed: globalization and internet, digital marketing, luxury, luxury market and the pandemic. Field research was carried out using secondary data in the public domain. To analyze the results, content analysis was used, so it was possible to identify that digital marketing impacted the luxury market in the pandemic, emphasizing the importance of brands following digital trends, making the purchase in a virtual way, as attractive to the customer as face-to-face, being a complementary action and not a replacement. The existing limitations in the study were the impossibility of conducting an interview with the managers of the two conglomerates, due to the imposition of the time to carry out the script and inform the ethics committee in a timely manner to answer the research problem and the general and specific objectives.
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Palavras-chave
marketing digital , moda , luxo , pandemia , internet , marketing digital , fashion , luxury , pandemic , internet