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| Título: | THE PERSPECTIVE AND ATITUDE OF THE CONSUMERS IN FRONT OF MALE FASHION MARKETING CAMPAIGNS ON INSTAGRAM | ||||||||||||
| Autor(es): |
CAROLINA ALVIM CALAINHO |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 23/JUL/2021 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=53867@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=53867@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.53867 | ||||||||||||
| Resumo: | |||||||||||||
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The present study intends to analize consummer s perspective and attitude while facing marketing campaigns related to the male fashion business broadcasted on Instagram. For that purpose, a qualitative ressearch was made by comparing pictures from the campaigns posted on Instagram by rival brands: Foxton and Osklen. The campaings elaborated for the brazilian holiday Dia dos Namorados, (which has a similar meaning as Valentine s Day). With the results, a theoretical study was built around consummer s Atittude and Perception in order to understand the ideas concerning this theme. The ressearch had an explorative character and was based on the responses from 12 men, aged 25 to 55, who answered questions about attitude, perception and Instagram s usage based on Dia dos Namorados campaigns pictures. The collected data was analyzed and compared to establish the relationship between the interviewed participants and the marketing campaigns from chosen brands.
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