| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 787.75 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Embora as questões sociais tenham vindo a ser consideradas pelo mundo empresarial há várias décadas, estes temas nunca ganharam tanta preponderância como no século XXI. Dadas as grandes pressões atuais para que as marcas ampliem as suas responsabilidades perante a sociedade, o ativismo de marca surge como uma nova estratégia em que as empresas abordam questões sociopolíticas relevantes, assumindo uma postura pública sobre estes temas e agindo para os tentar resolver ou melhorar. No entanto, nem todas as marcas estão a conseguir participar nesta era de ativismo, e mesmo aquelas que participam nem sempre recebem feedback positivo dos seus stakeholders. O objetivo principal deste artigo é realizar uma revisão de literatura sobre ativismo de marca, desenvolvendo um modelo teórico acerca da eficácia do ativismo de marca que destaque os fatores que contribuem para a participação e sucesso das marcas na abordagem a problemas sociais e os potenciais efeitos dessas ações. Este artigo contribui, assim, para uma melhor compreensão do fenómeno do ativismo de marca, dando insights úteis para as marcas alcançarem resultados favoráveis com as suas ações de ativismo e debatendo diretrizes para pesquisas futuras na área.
ABSTRACT: Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or improve them. However, not all brands are managing to participate in an era of activism, and even those that participate do not always get positive feedback from their stakeholders. The main objective of this article is to carry out a literature review of brand activism, developing a theoretical model of the effectiveness of brand activism that highlights the factors that contribute to the participation and success of brands in addressing social problems and the potential effects of these actions. This article thus contributes to a better understanding of the phenomenon of brand activism, concluding about useful insights for brands to achieve favorable results with their activism actions and discussing directions for future research in this field.
ABSTRACT: Although social issues have been considered by the business world for decades, these topics have never gained such preponderance as in the 21st century. Given the great pressures for brands to broaden their responsibilities towards society, brand activism emerges as a new strategy for companies to address relevant social-political issues, assuming a public stance on these topics and taking action to solve or improve them. However, not all brands are managing to participate in an era of activism, and even those that participate do not always get positive feedback from their stakeholders. The main objective of this article is to carry out a literature review of brand activism, developing a theoretical model of the effectiveness of brand activism that highlights the factors that contribute to the participation and success of brands in addressing social problems and the potential effects of these actions. This article thus contributes to a better understanding of the phenomenon of brand activism, concluding about useful insights for brands to achieve favorable results with their activism actions and discussing directions for future research in this field.
Description
Keywords
Ativismo de marca Preditores do ativismo de marca Efeitos do ativismo de marca Eficácia do ativismo de marca Brand activism Predictors of brand activism Effects of brand activism Brand activism effectiveness
Citation
Miguel, A., & Miranda, S. (2023). Revelando a eficácia do ativismo de marca: Os preditores e os potenciais efeitos das ações de ativismo de marca. Media & Jornalismo, 23(42), 147-164. https://doi.org/10.14195/2183-5462_42_8
Publisher
ICNOVA - Instituto de Comunicação da NOVA