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Abstract(s)
A Era Digital revolucionou os paradigmas comunicacionais vigentes. A Geracao
Millennial compreende todos os nascidos entre o início dos anos 1980 e os anos
1990: Um coorte etário que surge como o primeiro considerado efectivamente nativo digital.
Esta e, assim, uma geração representativa de um processo de transição face as gerações anteriores. Tem como objectivo esta investigação compreender o comportamento de consumo deste coorte etário a partir do processo de engagement consumidor-marca(ECM), numa abordagem exploratoria.
Aplicou-se um método quantitativo ‐ o questionário ‐ inspirado no modelo de Hollebeek et al. (2014) por forma a medir o processo de engagement
consumidor-marca numa visão holistica, considerando os seus antecedentes e as suas consequencias. Para medicao do envolvimento utilizou-se a escala de Zaichkowsky (1994), na medicao da ligação eu‐marca aplicou‐se a escala de Escalas (2004) e a escala de Yoo e Donthu (2001) para a medicao da intenção de uso da marca. Tanto o processamento cognitivo, como o afecto e a activação foram medidos por escalas criadas de raiz por Hollebeek et al. (2014). O questionário foi aplicado a uma amostra de conveniência (N=150), a partir de onde foi realizada uma analise quantitativa dos dados com vista a responder a questão de partida enunciada. Os dados provenientes do estudo validaram as hipóteses teóricas de trabalho.
ABSTRACT: The Digital Era has revolutionized our current communication paradigms. The Millennial Generation ‐ a generation that embraces those who were born between the early 1980s and the 1990s - is an age cohort that is recognized as the first really digital native generation. The Millennial Generation is, therefor, a generation that represents a transition when compared to the previous one. This research intends to understand the consumer behaviour of the aforementioned age cohort from the standpoint of the consumer-brand engagement (CBE) concept, in an exploratory approach. Using a quantitative method - a survey - inspired by the CBE model design by Hollebeek et al.(2014) it was measured the consumer-brand engagement in an holistic perspective, considering its antecedentes and its consequences. To measure the variable involvement we used a scale created by Zaichkowsky (1994); for the self-brand connection we applied a scale by Escalas (2004) and a scale by Yoo e Donthu (2001) to measure brand usage intent. Cognitive processing, affection and activation were measured with newly developed scales designed by Hollebeeket al. (2014). The survey was applied to a convenience sample (N=150). Then, we developed a quantitative analysis of the data extracted in order to answer the problema previously defined. The outputs from this study validated all theoretical work hypothesis defined previously.
ABSTRACT: The Digital Era has revolutionized our current communication paradigms. The Millennial Generation ‐ a generation that embraces those who were born between the early 1980s and the 1990s - is an age cohort that is recognized as the first really digital native generation. The Millennial Generation is, therefor, a generation that represents a transition when compared to the previous one. This research intends to understand the consumer behaviour of the aforementioned age cohort from the standpoint of the consumer-brand engagement (CBE) concept, in an exploratory approach. Using a quantitative method - a survey - inspired by the CBE model design by Hollebeek et al.(2014) it was measured the consumer-brand engagement in an holistic perspective, considering its antecedentes and its consequences. To measure the variable involvement we used a scale created by Zaichkowsky (1994); for the self-brand connection we applied a scale by Escalas (2004) and a scale by Yoo e Donthu (2001) to measure brand usage intent. Cognitive processing, affection and activation were measured with newly developed scales designed by Hollebeeket al. (2014). The survey was applied to a convenience sample (N=150). Then, we developed a quantitative analysis of the data extracted in order to answer the problema previously defined. The outputs from this study validated all theoretical work hypothesis defined previously.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Geração millennial Coorte etário ECM - Engagement consumidor Comportamento do consumidor Branding Millennial generation Age cohort CBE - Consumer Brand Engagement Consumer behavior Branding
Citation
FREITAS, Inês Jardim Vital de - Os millennials em Portugal: estudo exploratório a partir de um coorte etário sobre engagement consumidor-marca. - Lisboa: Escola Superior de Comunicação Social, 2014. – Dissertação de Mestrado.