Loading...
Publication
Binge -Watching: o Impacto da Intensidade de Binge-Watching de Séries no Consumo de Fast-Food, e-Commerce, Leitura e de Atividade Desportiva
Authors
Advisor(s)
Abstract(s)
A presente dissertação tem como principal objetivo investigar em que medida a intensidade do Binge-Watching de séries – consumo compulsivo de séries - tem implicações positivas e/ou negativas nos praticantes de Binge-watching ao nível dos consumos de fast-food, de e-commerce, de leitura e de atividade desportiva.
Trata-se de uma investigação exploratória, de tipo descritivo.
Desde o início, esta investigação revelou-se um desafio. Desde logo, pelo seu caracter de novidade na sua intenção de medir o impacto de um fenómeno - o Binge-watching - no comportamento do consumidor nas vertentes definidas – consumo de fast-food, de e-commerce, de leitura e de atividade desportiva - , e depois, pela aplicação para isso de um indicador novo – o BVI (Binge Viewing Index).
A convicção da investigadora, e apesar de estar consciente das dificuldades com que, certamente se iria deparar, de que o estudo representaria uma mais-valia para o entendimento deste fenómeno, foi motivação suficiente para a concretização da investigação.
A rápida disseminação deste fenómeno ainda subexplorado, e as potenciais consequências do mesmo para os seus praticantes, conferem ao avanço do seu conhecimento um carater de urgência.
Surge, neste âmbito, a necessidade de compreender o fenómeno em si, e vários são os autores que, através de uma abordagem multidisciplinar combinando conhecimentos de Psicologia, de Sociologia, comportamento de media e estudos de mercado, se têm dedicado a conhecê-lo. Quer ao nível das motivações, quer ao nível das consequências, o Binge-watching tem vindo a despertar um interesse crescente na comunidade científica. Mas, como veremos adiante, as conclusões, principalmente na vertente das consequências, estão ainda longe de consenso, e os resultados contraditórios multiplicam-se.
Outros fatores fazem desta investigação uma investigação pertinente: desde logo, por se tratar de um fenómeno relativamente recente e que tem vindo a registar maior incidência e disseminação com o desenvolvimento das plataformas de streaming e depois, porque se acentuou ainda mais por via das restrições e imposições relativas à maior permanência em casa, na sequência da pandemia de Covid-19 e da emergência de modelos de trabalho remoto.
É portanto neste contexto de “novidade”, em que os estudos sobre este fenómeno são ainda insuficientes, que surge a presente investigação.
Caracterizando-se o Binge-watching por ter associado um elevado estado de imersão e absorção do seu praticante, poderá, ao nível dos comportamentos do consumidor, ter efeitos – positivos e/ou negativos – no consumo de bens ou serviços, como o caso dos consumos alimentares, da utilização dos canais de compra digitais, do consumo de produtos/serviços culturais e de entretenimento e, também, naturalmente, no nível de exposição à publicidade das marcas. Em Marketing, a investigação sobre este fenómeno é inexistente. E no que concerne à relevância científica para a literatura de Marketing, o fenómeno Binge-watching tem evidente
9
interesse para o Marketing não só pelos fatores explicativos, mas sobretudo pelas suas consequências no mercado.
Deste modo, a literatura de Marketing é particularmente escassa nesta matéria.
Quanto à operacionalização da investigação, e cumprindo o intuito de encontrar métricas, foi realizado um questionário que permitiu recolher fatores de correlação com o BVI permitindo respetiva a analise estatística.
Após esta analise, os resultados foram de facto, evidenciadores de uma forte relação entre a intensidade de Binge-watching e os níveis de consumo - de fast-food, de e-commerce, de leitura e de atividade desportiva-, permitindo comprovar a pertinência da investigação.
The main objective of this dissertation is to investigate to what extent the intensity of Binge-Watching series - compulsive consumption of series - has positive and/or negative implications on Binge-watching practitioners in terms of consumption of fast food, e- commerce, reading and sporting activities. This is an exploratory, descriptive investigation. From the beginning, this investigation proved to be a challenge. First of all, due to its novelty and its intention to measure the impact of a phenomenon - Binge-watching - on consumer behavior in the defined areas - consumption of fast food, e-commerce, reading and sporting activities - , and then, by applying a new indicator for this purpose – the BVI (Binge Viewing Index). The researcher's conviction, and despite being aware of the difficulties that she would certainly encounter, that the study would represent added value in understanding this phenomenon, was enough motivation to carry out the investigation. The rapid dissemination of this still underexplored phenomenon, and its potential consequences for its practitioners, give the advancement of knowledge an urgency. In this context, there is a need to understand the phenomenon itself, and there are several authors who, through a multidisciplinary approach combining knowledge of Psychology, Sociology, media behavior and market studies, have dedicated themselves to understanding it. Both in terms of motivations and consequences, Binge-watching has aroused increasing interest in the scientific community. But, as we will see later, the conclusions, especially in terms of consequences, are still far from consensus, and contradictory results are multiplying. Other factors make this investigation pertinent: firstly, because it is a relatively recent phenomenon and has been experiencing greater incidence and dissemination with the development of streaming platforms and then, because it has become even more accentuated due to restrictions and impositions relating to greater stay at home, following the Covid-19 pandemic and the emergence of remote work models. It is therefore in this context of “newness”, in which studies on this phenomenon are still insufficient, that the present investigation arises. Binge-watching is characterized by having associated a high state of immersion and absorption of its practitioner, it may, in terms of consumer behavior, have effects – positive and/or negative – on the consumption of goods or services, as is the case of food consumption, the use of digital purchasing channels, the consumption of cultural and entertainment products/services and, also, naturally, the level of exposure to brand advertising. In Marketing, research into this phenomenon is non-existent. And with regard to scientific relevance to Marketing literature, the Binge-watching phenomenon is of clear interest to Marketing not only for its explanatory factors, but above all for its consequences on the market. Therefore, Marketing literature is particularly scarce on this subject. Regarding the operationalization of the investigation, and fulfilling the aim of finding metrics, a questionnaire was carried out that allowed the collection of correlation factors with the BVI, allowing respective statistical analysis. After this analysis, the results were, in fact, evidence of a strong relationship between the intensity of Binge-watching and consumption levels - fast food, e-commerce, reading and sporting activity -, allowing us to prove the relevance of the investigation.
The main objective of this dissertation is to investigate to what extent the intensity of Binge-Watching series - compulsive consumption of series - has positive and/or negative implications on Binge-watching practitioners in terms of consumption of fast food, e- commerce, reading and sporting activities. This is an exploratory, descriptive investigation. From the beginning, this investigation proved to be a challenge. First of all, due to its novelty and its intention to measure the impact of a phenomenon - Binge-watching - on consumer behavior in the defined areas - consumption of fast food, e-commerce, reading and sporting activities - , and then, by applying a new indicator for this purpose – the BVI (Binge Viewing Index). The researcher's conviction, and despite being aware of the difficulties that she would certainly encounter, that the study would represent added value in understanding this phenomenon, was enough motivation to carry out the investigation. The rapid dissemination of this still underexplored phenomenon, and its potential consequences for its practitioners, give the advancement of knowledge an urgency. In this context, there is a need to understand the phenomenon itself, and there are several authors who, through a multidisciplinary approach combining knowledge of Psychology, Sociology, media behavior and market studies, have dedicated themselves to understanding it. Both in terms of motivations and consequences, Binge-watching has aroused increasing interest in the scientific community. But, as we will see later, the conclusions, especially in terms of consequences, are still far from consensus, and contradictory results are multiplying. Other factors make this investigation pertinent: firstly, because it is a relatively recent phenomenon and has been experiencing greater incidence and dissemination with the development of streaming platforms and then, because it has become even more accentuated due to restrictions and impositions relating to greater stay at home, following the Covid-19 pandemic and the emergence of remote work models. It is therefore in this context of “newness”, in which studies on this phenomenon are still insufficient, that the present investigation arises. Binge-watching is characterized by having associated a high state of immersion and absorption of its practitioner, it may, in terms of consumer behavior, have effects – positive and/or negative – on the consumption of goods or services, as is the case of food consumption, the use of digital purchasing channels, the consumption of cultural and entertainment products/services and, also, naturally, the level of exposure to brand advertising. In Marketing, research into this phenomenon is non-existent. And with regard to scientific relevance to Marketing literature, the Binge-watching phenomenon is of clear interest to Marketing not only for its explanatory factors, but above all for its consequences on the market. Therefore, Marketing literature is particularly scarce on this subject. Regarding the operationalization of the investigation, and fulfilling the aim of finding metrics, a questionnaire was carried out that allowed the collection of correlation factors with the BVI, allowing respective statistical analysis. After this analysis, the results were, in fact, evidence of a strong relationship between the intensity of Binge-watching and consumption levels - fast food, e-commerce, reading and sporting activity -, allowing us to prove the relevance of the investigation.
Description
Keywords
Binge-Watching Binge-viewing Index( BVI) Duração Frequência Consumo Comportamento do consumidor Fast-Food E-Commerce Leitura Atividade Desportiva Series Streaming