Moda, comunicação e crises: a Balenciaga e o impacto da comunicação viral nas relações de consumo

Abstract

This research presents a case study on the viral communication practices used by the luxury brand Balenciaga in its advertising campaigns, focusing on how digital communication has transformed the relationships between brands and consumers in the current context. The objective is to analyze how Balenciaga uses social media to generate engagement and repercussion, exploring viral marketing strategies, as well as the positive and negative impacts of this approach. To this end, we used the case study method (YIN, 2010), with content analysis of specific brand campaigns, such as “Paris Sneaker” (2022), “Gift Shop” (2022) and the “Spring/Summer 2023” collection, which generated publicity on social media and an image crisis. The literature review on viral communication is supported by authors such as Torres (2009), Mendes Júnior and Lopes (2013), Recuero (2009) and Okada and Souza (2011), who discuss the impacts of digital media on marketing strategies and the construction of brand identity. The research also addresses the concept of crisis management, based on authors such as Machado (2022) and Shinyashiki et al (2007), to understand how Balenciaga dealt with the negative repercussions of its campaigns. The study of the brand's campaigns reveals how provocation and innovation have been fundamental in making Balenciaga stand out in the global fashion market, generating, at the same time, a deeper connection with its consumers and placing the brand at the center of the debate on fashion and society.