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Este estudo examinou como o product placement funciona em podcasts de vídeo, um meio que se tornou importante para marcas, especialmente para alcançar um público jovem. O principal objetivo foi entender como a presença de marcas afeta a perceção dos consumidores, medindo o impacto na notoriedade da marca, na afeição à marca, na sua autenticidade e na intenção de compra. Para tal, recorreu-se a um inquérito por questionário, do qual se obtiveram 104 respostas. De acordo com os dados recolhidos, a amostra é maioritariamente de jovens adultos pertencentes à Geração Z e aos Millennials, identificados na literatura como os principais consumidores de podcasts de vídeo. Os resultados indicam que o sucesso do product placement depende mais de como ele é feito do que da quantidade de vezes que aparece: falar da marca de forma natural e de acordo com os valores de quem apresenta o podcast gerou mais identificação, enquanto anúncios forçados não foram bem recebidos. A pesquisa também indicou que as pessoas tendem a procurar ou pelo menos considerar comprar produtos que veem em podcasts, mostrando que ser autêntico e coerente é essencial para transformar o conhecimento da marca em simpatia do consumidor e em vontade de comprar.
This study examined how product placement operates in video podcasts, a medium that has become increasingly relevant for brands, particularly in reaching younger audiences. The main objective was to understand how brand presence influences consumer perceptions by measuring its impact on brand awareness, brand recognition, authenticity, and purchase intention. A structured questionnaire survey was conducted, yielding 104 valid responses, mostly from young adults (Generation Z and Millennials), identified in the literature as the main consumers of video podcasts. The results indicate that the success of product placement depends more on how it is integrated than on its frequency: natural mentions that align with the host’s values fostered greater identification, whereas forced or excessive placements were poorly received. The study also revealed that consumers tend to seek or at least consider purchasing products seen in podcasts, showing that being authentic and coherent is essential for turning brand awareness into consumer affection and purchase intent.
This study examined how product placement operates in video podcasts, a medium that has become increasingly relevant for brands, particularly in reaching younger audiences. The main objective was to understand how brand presence influences consumer perceptions by measuring its impact on brand awareness, brand recognition, authenticity, and purchase intention. A structured questionnaire survey was conducted, yielding 104 valid responses, mostly from young adults (Generation Z and Millennials), identified in the literature as the main consumers of video podcasts. The results indicate that the success of product placement depends more on how it is integrated than on its frequency: natural mentions that align with the host’s values fostered greater identification, whereas forced or excessive placements were poorly received. The study also revealed that consumers tend to seek or at least consider purchasing products seen in podcasts, showing that being authentic and coherent is essential for turning brand awareness into consumer affection and purchase intent.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Product placement Podcasts de vídeo Notoriedade Afeição Autenticidade Intenção de compra