The relationship strategy between companies and <i>bloggers</i>: The cosmetics industry case

Authors

  • Cristiane Drebes Pedron UNINOVE - Universidade Nove de Julho ISEG - Instituto Superior de Economia e Gestão
  • Filipa Morgado dos Santos ISEG – Instituto Superior de Economia e Gestão
  • Pedro Luis Pardal Porto Llobet ISEG – Instituto Superior de Economia e Gestão
  • Marcírio Silveira Chaves UNINOVE – Universidade Nove de Julho

Keywords:

Web 2.0, Blogosfera, Blogue, Bloggers, Mídia Social, Estudo de Caso, Cosmética

Abstract

Web 2.0 is an environment with new opportunities and challenges for businesses. This paper aims to discuss the role of blogs for companies and how companies can approach the bloggers, taking them as co-producers of value to the brand. This research uses a qualitative, descriptive and exploratory approach. The research method used was the case study, which was conducted in two companies in the cosmetics industry. The “Management Fashion Theory” was used to analyze the cases. The paper suggests that blog is a management fashion, but the approximation of brands to bloggers can bring value to the company if there is the possibility of building a win-win relationship. The paper is useful for companies as it indicates practices for a partnership between brands and bloggers.

Keywords: Web 2.0, blogosphere, blog, bloggers, social media, Management Fashion Theory, case study, cosmetics industry.

Author Biographies

Cristiane Drebes Pedron, UNINOVE - Universidade Nove de Julho ISEG - Instituto Superior de Economia e Gestão

Professora do Programa de Pós-Graduação em Administração da Uninove

Professora Auxiliar do Departamento de Gestão do ISEG

Marcírio Silveira Chaves, UNINOVE – Universidade Nove de Julho

Professor do Programa de Mestrado Profissional em Gestão de Projetos

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Published

2015-02-04

Issue

Vol. 12 No. 2 (2015): APR/JUN

Section

Articles

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