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Publication
A persuasão na comunicação digital das marcas: o caso da indústria cosmética
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Advisor(s)
Abstract(s)
Os avanços tecnológicos e o aparecimento de plataformas digitais foram determinantes para a mudança de comportamentos e perspetivas de estilo de vida, afetando diretamente a comunicação das marcas. Neste cenário, a persuasão emerge como um recurso valioso na comunicação, com o poder de moldar ideias, alterar perceções e influenciar potenciais comportamentos. A interseção entre essas mudanças digitais e o uso estratégico da persuasão reforça a importância de compreender os novos padrões de interação e a sua importância.
A indústria cosmética tem uma importância fundamental na economia global. Nos últimos anos temos assistido a grandes transformações, que obrigam os profissionais de marketing a dinamizar as suas estratégias de comunicação. Impulsionadas pelo crescente impacto dos meios digitais, atualmente as redes sociais são palco de uma intensa disputa pela atenção dos consumidores, enquanto procuram manter uma relação de proximidade com os mesmos. Neste contexto, as marcas de cosméticos enfrentam o desafio de atrair e fidelizar os seus consumidores, num ambiente extremamente competitivo e repleto de informações. Perante este cenário, a comunicação persuasiva torna se uma ferramenta essencial.
Esta investigação teve como objetivo de identificar quais os fatores na comunicação persuasiva que, quando utilizados no ambiente digital, têm influência positiva na comunicação persuasiva das marcas de beleza. Os fatores analisados foram: a transparência, o conhecimento emocional, a credibilidade, os gatilhos mentais e a influência social. Adicionalmente também foram analisados os comportamentos, hábitos e interesses dos consumidores de produtos de beleza, na sua generalidade e nas redes sociais.
A pesquisa foi feita através do método quantitativo, realizando-se um inquérito por questionário, divulgado online. Dos resultados obtidos, destaca-se que o fator “Conhecimento emocional”, “Gatilhos mentais” e “Influência social” são os fatores que influenciam positivamente a comunicação persuasiva. Em contrapartida, os fatores “Transparência” e “Credibilidade” não detêm influência na mesma.
ABXSTRACT: Technological advances and the emergence of digital platforms have been decisive in changing behaviour and lifestyle perspectives, directly affecting brand communication. In this scenario, persuasion emerges as a valuable resource in communication, with the power to shape ideas, alter perceptions and influence potential behaviour. The intersection between these digital changes and the strategic use of persuasion reinforces the importance of understanding the new patterns of interaction and their importance. The cosmetics industry is of fundamental importance to the global economy. Recent years have been marked by major transformations, which have forced marketing professionals to dynamise their communication strategies. Driven by the growing impact of digital media, social networks are currently the scene of intense competition for consumers' attention, as they seek to maintain a close relationship with them. In this context, cosmetics brands face the challenge of attracting and retaining the loyalty of their consumers in an extremely competitive and information-packed environment. In this scenario, persuasive communication becomes an essential tool. The aim of this research was to identify which factors in persuasive communication, when used in the digital environment, influence the behaviour of cosmetics consumers and the building of digital relationships. The factors analysed were: transparency, emotional knowledge, credibility, mental triggers and social influence. In addition, the behaviour, habits and interests of beauty product consumers in general and on social networks were also analysed. The research was carried out using the quantitative method, with a questionnaire survey published online. The results show that the factors ‘Emotional knowledge’, ‘Mental triggers’ and ‘Social influence’ are the factors that positively influence persuasive communication. On the other hand, the factors ‘Transparency’ and ‘Credibility’ have no influence on it.
ABXSTRACT: Technological advances and the emergence of digital platforms have been decisive in changing behaviour and lifestyle perspectives, directly affecting brand communication. In this scenario, persuasion emerges as a valuable resource in communication, with the power to shape ideas, alter perceptions and influence potential behaviour. The intersection between these digital changes and the strategic use of persuasion reinforces the importance of understanding the new patterns of interaction and their importance. The cosmetics industry is of fundamental importance to the global economy. Recent years have been marked by major transformations, which have forced marketing professionals to dynamise their communication strategies. Driven by the growing impact of digital media, social networks are currently the scene of intense competition for consumers' attention, as they seek to maintain a close relationship with them. In this context, cosmetics brands face the challenge of attracting and retaining the loyalty of their consumers in an extremely competitive and information-packed environment. In this scenario, persuasive communication becomes an essential tool. The aim of this research was to identify which factors in persuasive communication, when used in the digital environment, influence the behaviour of cosmetics consumers and the building of digital relationships. The factors analysed were: transparency, emotional knowledge, credibility, mental triggers and social influence. In addition, the behaviour, habits and interests of beauty product consumers in general and on social networks were also analysed. The research was carried out using the quantitative method, with a questionnaire survey published online. The results show that the factors ‘Emotional knowledge’, ‘Mental triggers’ and ‘Social influence’ are the factors that positively influence persuasive communication. On the other hand, the factors ‘Transparency’ and ‘Credibility’ have no influence on it.
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
Marketing digital Persuasão Indústria cosmética Comunicação digital Redes sociais Digital marketing Persuasion Cosmetics industry Digital communication Social networks
Citation
Costa, M.P.C. (2024). A persuasão na comunicação digital das marcas: O caso da indústria cosmética [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21542
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social