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O impacto do ativismo de marca na intenção de compra do consumidor nas gerações Z e X - caso Wells
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Advisor(s)
Abstract(s)
O presente estudo tem como objetivo analisar o impacto do ativismo de marca na intenção de compra dos consumidores das gerações Z e X, utilizando a campanha "Não Fica Bem" da marca Wells como estudo de caso. O ativismo de marca, um conceito emergente no campo do marketing, refere-se à postura pública das marcas em questões sociais, políticas e ambientais, transcendendo a simples comercialização de produtos e serviços. No atual cenário mediático e altamente polarizado, as marcas que adotam posturas ativistas têm a oportunidade de fortalecer a conexão emocional com seus consumidores, enquanto enfrentam desafios relacionados à autenticidade e confiança.
Este estudo explora as diferenças geracionais nas perceções e intenção comportamental relacionados ao ativismo de marca, com foco particular nas gerações Z e X. A geração Z, caracterizada pelo seu envolvimento com causas sociais e pela busca de autenticidade nas marcas que consome, é frequentemente mais recetiva ao ativismo de marca. Em contraste, a geração X tende a ser mais cética em relação às intenções das empresas ao adotar posturas ativistas, valorizando fatores como preço, qualidade e confiança nos produtos.
Para testar essas diferenças, foi realizada uma investigação quantitativa com base num questionário aplicado a consumidores de ambas as gerações, somando 250 inquiridos. Com base nos resultados obtidos, o estudo analisou a familiaridade dos respondentes com o conceito de ativismo de marca e a perceção de autenticidade das campanhas, focando-se no impacto dessas perceções na intenção de compra. A campanha "Não Fica Bem" da Wells, ao promover o empoderamento feminino, revelou uma receção mais positiva por parte da Geração Z, enquanto a Geração X demonstrou maior ceticismo.
Com base nos dados recolhidos, este estudo oferece insights valiosos para profissionais de marketing e gestores de marcas sobre a importância de adaptar suas estratégias de ativismo de acordo com as características específicas de cada geração. As conclusões deste estudo apontam para a necessidade de uma comunicação autêntica e transparente, especialmente em campanhas que envolvam causas sociais sensíveis.
ABSTRACT The aim of this study is to analyse the impact of brand activism on the purchase intentions of generation Z and X consumers, using the Wells brand's ‘Não Fica Bem” campaign as a case study. Brand activism, an emerging concept in the field of marketing, refers to the public stance of brands on social, political and environmental issues, transcending the simple commercialisation of products and services. In today's highly polarised media landscape, brands that adopt activist stances have the opportunity to strengthen the emotional connection with their consumers, while facing challenges related to authenticity and trust. This study explores generational differences in perceptions and behavioural intention related to brand activism, with a particular focus on generations Z and X. Generation Z, characterised by its involvement with social causes and the search for authenticity in the brands it consumes, is often more receptive to brand activism. In contrast, generation X tends to be more sceptical of companies' intentions when adopting activist stances, valuing factors such as price, quality and trust in products. To test these differences, quantitative research was carried out based on a questionnaire applied to consumers from both generations, totalling 250 respondents. Based on the results obtained, the study analysed the respondents' familiarity with the concept of brand activism and the perceived authenticity of the campaigns, focusing on the impact of these perceptions on purchase intent. Wells' “Não Fica Bem”” campaign, by promoting female empowerment, revealed a more positive reception from Generation Z, while Generation X showed greater scepticism. Based on the data collected, this study offers valuable insights for marketing professionals and brand managers on the importance of adapting their activism strategies according to the specific characteristics of each generation. The conclusions of this study point to the need for authentic and transparent communication, especially in campaigns involving sensitive social causes.
ABSTRACT The aim of this study is to analyse the impact of brand activism on the purchase intentions of generation Z and X consumers, using the Wells brand's ‘Não Fica Bem” campaign as a case study. Brand activism, an emerging concept in the field of marketing, refers to the public stance of brands on social, political and environmental issues, transcending the simple commercialisation of products and services. In today's highly polarised media landscape, brands that adopt activist stances have the opportunity to strengthen the emotional connection with their consumers, while facing challenges related to authenticity and trust. This study explores generational differences in perceptions and behavioural intention related to brand activism, with a particular focus on generations Z and X. Generation Z, characterised by its involvement with social causes and the search for authenticity in the brands it consumes, is often more receptive to brand activism. In contrast, generation X tends to be more sceptical of companies' intentions when adopting activist stances, valuing factors such as price, quality and trust in products. To test these differences, quantitative research was carried out based on a questionnaire applied to consumers from both generations, totalling 250 respondents. Based on the results obtained, the study analysed the respondents' familiarity with the concept of brand activism and the perceived authenticity of the campaigns, focusing on the impact of these perceptions on purchase intent. Wells' “Não Fica Bem”” campaign, by promoting female empowerment, revealed a more positive reception from Generation Z, while Generation X showed greater scepticism. Based on the data collected, this study offers valuable insights for marketing professionals and brand managers on the importance of adapting their activism strategies according to the specific characteristics of each generation. The conclusions of this study point to the need for authentic and transparent communication, especially in campaigns involving sensitive social causes.
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 Intenção de compra Geração Z Geração X Wells Autenticidade Brand activism Purchase intention Generation Z Generation X Authenticity
Citation
Madeira, C.G. (2024). O impacto do ativismo de marca na intenção de compra do consumidor nas gerações Z e X - caso Wells [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21559
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social