Segmentos de Jovens Consumidores e a Influência dos Canais Digitais na Indústria da Moda

Sandrina Francisca Teixeira, Paulo Ribeiro Cardoso, Ana Luísa Santos


Este estudo analisa a influência que diferentes técnicas de comunicação de marketing digital exercem nos consumidores de moda e vestuário. Identificamos três segmentos de consumidores de acordo com a sua disposição para a inovação (Jordaan & Simpson, 2006) e subsequentemente verificamos a influência relativa de seis técnicas de comunicação online: Websites de marcas de moda, blogues de moda, páginas de marcas em redes sociais, publicidade em redes sociais, banners online e emails de marcas de moda. O estudo conclui que os grupos “inovadores” são os que apresentam valores mais altos em todas as técnicas avaliadas, destacando-se os websites, os blogues e as redes sociais. Apresentam-se algumas implicações para os profissionais e para pesquisas futuras.



Perfis de consumidores; consumidores de moda; canais de marketing digital; predisposição para a inovação.


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Copyright (c) 2021 Sandrina Francisca Teixeira, Paulo Ribeiro Cardoso, Ana Luísa Santos

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2



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