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Authors
Abstract(s)
A conexão permanente na qual se encontra a sociedade e o novo formato de relacionamento entre indivíduos e marcas, onde os clientes exercem influência deliberada, cria um complexo panorama de atuação para as empresas, que necessitam de recorrer a estratégias diferenciadas para suscitar um comportamento mais favorável por parte dos consumidores.
Deste modo, o cerne da dissertação consistiu em uma investigação que objetivava apontar de que modo o marketing de conteúdo, desenvolvido nas redes sociais, poderia desencadear atitudes positivas que levassem ao engagement dos consumidores.
A investigação foi conduzida em formato de pesquisa qualitativa, recorrendo à Análise de Conteúdo da página de Facebook da Dove Portugal, por um período total de 12 meses. Como o ambiente de observação é a Internet, a avaliação decorre da netnografia. Buscou-se esclarecer os fatores de influência que geravam maior interação por parte dos seguidores, uma vez que comunidades de marca on-line podem ocasionar experiências interativas específicas.
Conclui-se, ao escrutinar as caraterísticas das publicações, interações e valência dos comentários, que ao recorrer a ações que ofertem experiências diferenciadas, bem como conteúdo útil e pertinente, especialmente alicerçado nos aspetos emocionais, é possível estabelecer um relacionamento mais próximo e suscitar o engagement por parte dos consumidores.
ABSTRACT: The permanent connection in which society is currently in and the new relationship patterns between brands and consumers, in which clients deliberately exert their influence, results in a complex panoramic plan of action from companies who need to create different strategies to promote more favorable behavior from consumers. Thus, the core of this work was based in a direct investigation that aimed to show how content marketing developed in social media, can trigger positive behaviors that engage consumers. This research using the qualitative method was done over twelve months. During this period, Dove Portugal’s Facebook page content was analyzed through netnography. We sought to clarify the influence factors that generate more interaction among followers, since online brand communities can lead to specific interactive experiences. In conclusion, by analyzing consumer posts’ characteristics, interactions and validity, it was found that Dove’s promotion of diverse experiences, as well as pertinent content, especially content that is emotional in nature, make it possible to establish a closer and engaged relationship with consumers.
ABSTRACT: The permanent connection in which society is currently in and the new relationship patterns between brands and consumers, in which clients deliberately exert their influence, results in a complex panoramic plan of action from companies who need to create different strategies to promote more favorable behavior from consumers. Thus, the core of this work was based in a direct investigation that aimed to show how content marketing developed in social media, can trigger positive behaviors that engage consumers. This research using the qualitative method was done over twelve months. During this period, Dove Portugal’s Facebook page content was analyzed through netnography. We sought to clarify the influence factors that generate more interaction among followers, since online brand communities can lead to specific interactive experiences. In conclusion, by analyzing consumer posts’ characteristics, interactions and validity, it was found that Dove’s promotion of diverse experiences, as well as pertinent content, especially content that is emotional in nature, make it possible to establish a closer and engaged relationship with consumers.
Description
Dissertação submetida como requisito parcial para obtenção de grau de Mestre em Publicidade e Marketing.
Keywords
Marketing Marketing de conteúdo Comportamento do consumidor Redes sociais Facebook Dove Portugal - produtos de higiene pessoal Engagement Content marketing Consumer behavior Social networks sites
Citation
DIAS, Jaqueline Márcia Silva - A influência do marketing de conteúdo no comportamento do consumidor: análise do engagement nas redes sociais. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social