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Authors
Abstract(s)
A autenticidade revelou-se tema de destaque no marketing digital e a ferramenta
ideal responder ao comportamento cético dos consumidores em relação ao conteúdo com
que são impactados nas redes sociais. Contudo, poucas abordagens sugerem como
implementar e medir autenticidade nas comunicações. Esta investigação foca-se em
compreender o efeito da perceção de autenticidade das marcas nos seus conteúdos, e o
impacto desta estratégia no engagement nas redes sociais, com o exemplo da marca
Kiehl’s.
Um impacto positivo de Autenticidade no envolvimento entre consumidores e marcas
posiciona a Autenticidade de Marca com um novo papel, e com maior importância na
definição de estratégias digitais eficazes, que cumpram os objetivos delineados.
Com esta investigação, além de se partilharem conclusões importantes, é validada
uma ferramenta para que as marcas, consigam analisar as suas políticas de comunicação
digital em vigor no Instagram, medindo a autenticidade das suas publicações, e ajustando
o tipo de conteúdo com maior autenticidade, recorrendo a uma escala verificada e
certificada.
Com os resultados deste estudo, será possível para gestores e marketeers desenvolver
estratégias eficazes de conteúdo nas redes sociais, que levem a interações mais próximas,
envolventes e eficazes com os consumidores. Financeiramente, é também benéfico: dar
preferência aos conteúdos com maior autenticidade, promove uma política mais exclusiva
na quantidade de publicações.
ABSTRACT: Authenticity has proven to be a prominent theme in marketing and the ultimate tool to respond to consumers' skeptical behavior towards the content they are impacted with on social media. However, few approaches suggest ways to implement and measure authenticity in communications. This research focuses on understanding the effect of brands' perception of authenticity in their content, and the impact of this strategy on social media engagement, embodied by the specific case of the brand Kiehl's. The existence of a positive impact of Authenticity on engagement between consumers and brands makes it possible to position Brand Authenticity with a new role, and with a greater importance in the definition of effective digital strategies that meet the objectives outlined. It also makes it possible to make an evaluation of the level of authenticity represented, which is significant in what is the brand's communication strategy. With this research, besides sharing important conclusions, a validated authenticity analysis scale is used as a tool so that brands, regardless of their size, can analyze the digital communication guidelines being used on Instagram, measuring the authenticity of their publications, and adjusting the type of content with greater authenticity. With the results of this research, it will be possible for managers and marketeers to develop effective social media content strategies that will lead to closer, more engaging, and effective interactions with consumers. Financially, it is also beneficial: giving preference to content with greater authenticity promotes a more exclusive policy on the quantity of publications.
ABSTRACT: Authenticity has proven to be a prominent theme in marketing and the ultimate tool to respond to consumers' skeptical behavior towards the content they are impacted with on social media. However, few approaches suggest ways to implement and measure authenticity in communications. This research focuses on understanding the effect of brands' perception of authenticity in their content, and the impact of this strategy on social media engagement, embodied by the specific case of the brand Kiehl's. The existence of a positive impact of Authenticity on engagement between consumers and brands makes it possible to position Brand Authenticity with a new role, and with a greater importance in the definition of effective digital strategies that meet the objectives outlined. It also makes it possible to make an evaluation of the level of authenticity represented, which is significant in what is the brand's communication strategy. With this research, besides sharing important conclusions, a validated authenticity analysis scale is used as a tool so that brands, regardless of their size, can analyze the digital communication guidelines being used on Instagram, measuring the authenticity of their publications, and adjusting the type of content with greater authenticity. With the results of this research, it will be possible for managers and marketeers to develop effective social media content strategies that will lead to closer, more engaging, and effective interactions with consumers. Financially, it is also beneficial: giving preference to content with greater authenticity promotes a more exclusive policy on the quantity of publications.
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 Kiehl's Autenticidade Redes sociais Instagram Authenticity Social Media
Citation
Ferreira, N. (2021). O efeito da perceção de autenticidade das marcas no engagement no Instagram: A marca kiehl’s. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14241
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social