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Authors
Advisor(s)
Abstract(s)
Nos últimos anos, tem-se assistido a uma crescente mobilização das marcas para a
mudança social, fruto das exigências de um consumidor cada vez mais ávido de
autenticidade e transparência. Nisto, as redes sociais, pela visibilidade que dão às insígnias
e pelo seu poder mobilizador da opinião pública, têm tido um papel crucial.
Assim surgiu o ativismo de marca, uma estratégia de cidadania corporativa que tem vindo
a ser, cada vez mais, utilizada pelas marcas, com o intuito de se aproximarem dos seus
consumidores e de contribuírem para a resolução de problemas sociopolíticos
controversos. Orientado para uma comunhão entre os valores corporativos e os valores da
sociedade, o ativismo das marcas permite que estas se destaquem e se tornem mais
relevantes, para os seus públicos-alvo, contribuindo para aprofundar a relação entre os
consumidores e as insígnias e favorecendo a criação de laços emocionais e afetivos.
É nos canais online que esta tendência tem vindo a ganhar mais expressão, com as marcas
a aproveitarem o palco das suas redes sociais para dialogarem com os seus públicos-alvo
sobre os valores e as causas que defendem.
Com efeito, o objetivo deste estudo é compreender de que forma as mensagens e ações
ativistas das marcas, comunicadas através das suas redes sociais, têm impacto na forma
como o consumidor se identifica com elas e no desenvolvimento de sentimentos de amor
pelas marcas, com base no caso da Dove.
ABSTRACT: In recent years, there has been a growing mobilization of brands towards social change due to the demands of an increasingly eager consumer for authenticity and transparency. In this, social media has played a crucial role due to the visibility they give to brands and their power to mobilize public opinion. Consequently, brand activism emerged as a corporate citizenship strategy that brands have gradually used to get closer to their consumers and contribute to resolving controversial sociopolitical issues. Oriented towards creating a communion between corporate values and societal values, brand activism allows brands to stand out and become more relevant to their target audiences, deepening the relationship between consumers and brands, and promoting the creation of emotional bonds. This trend has been gaining more expression on online channels, with brands using social media platforms to engage with their target audiences about the values and causes they defend. This study aims to understand how activist messages and actions of brands, communicated through their social media, impact the way consumers identify with them and the development of feelings of love for brands, based on the case of Dove.
ABSTRACT: In recent years, there has been a growing mobilization of brands towards social change due to the demands of an increasingly eager consumer for authenticity and transparency. In this, social media has played a crucial role due to the visibility they give to brands and their power to mobilize public opinion. Consequently, brand activism emerged as a corporate citizenship strategy that brands have gradually used to get closer to their consumers and contribute to resolving controversial sociopolitical issues. Oriented towards creating a communion between corporate values and societal values, brand activism allows brands to stand out and become more relevant to their target audiences, deepening the relationship between consumers and brands, and promoting the creation of emotional bonds. This trend has been gaining more expression on online channels, with brands using social media platforms to engage with their target audiences about the values and causes they defend. This study aims to understand how activist messages and actions of brands, communicated through their social media, impact the way consumers identify with them and the development of feelings of love for brands, based on the case of Dove.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Ativismo de marca Redes sociais Identificação consumidor-marca Amor à marca Dove Brand activism Social media Consumer-brand identification Brand love
Citation
Costa, M.B. (2023). O brand activism nas redes sociais e o amor à marca: O caso Dove. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17006
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social