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Publication
Storytelling no Instagram: eficácia dos influenciadores digitais na adoção da dieta vegetariana
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.14 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O storytelling é uma ferramenta relevante no marketing e é utilizado por marcas e
influenciadores no mundo digital para fortalecer a interação e conexão com os seguidores,
além de promover a mudança de atitude entre os consumidores.
Num contexto em que a alimentação vegetariana tem conquistado mais adeptos nos
últimos anos e em que se têm discutido os benefícios que esta dieta pode trazer para a
saúde e bem-estar, além da sua relevância para questões globais como a preservação do
meio ambiente e a defesa dos direitos dos animais, este estudo investigou a eficácia do
storytelling de influenciadores digitais no Instagram para promover a adoção da dieta
vegetariana entre os consumidores portugueses que ainda não possuem este estilo de
vida.
Foi conduzido um estudo de cariz exploratória e metodologia qualitativa com recolha de
dados feita através de entrevistas em profundidade com 13 portugueses que, à data, não
são vegetarianos, bem como uma análise do conteúdo das publicações de quatro
influenciadores no Instagram. Estes influenciadores utilizam abordagens distintas sobre a
alimentação vegetariana, partilhando a sua história pessoal no processo de transição para
a dieta, os benefícios para a saúde, o impacto no meio ambiente e defesa dos direitos dos
animais.
Os resultados indicam que o storytelling tem uma eficácia limitada para conseguir com que
consumidores não vegetarianos adotem as dietas. As publicações provocam reflexões,
mas não se mostraram suficientes para convencer os inquiridos a mudar de atitude e adotar
esta dieta. Tradições culturais, familiares e preferências pessoais são algumas das
barreiras que dificultam esta mudança.
Storytelling is a relevant tool in marketing and is used by brands and influencers in the digital world to strengthen interaction and connection with followers, as well as promoting attitude change among consumers. In a context where vegetarianism has gained more followers in recent years, and the benefits of this diet for their health and well-being, and its relevance to global issues such as preserving the environment and defending animal rights are being widely discussed. This study investigated the effectiveness of digital influencers’ storytelling on Instagram in promoting the adoption of a vegetarian diet among Portuguese consumers who have not yet embraced this lifestyle. This exploratory study employs a qualitative methodology, with data collected through in depth interviews with 13 Portuguese individuals who are not currently vegetarians, and a content analysis of the posts from four influencers on Instagram. These influencers use different approaches to discuss vegetarianism, sharing their personal stories about transitioning to this diet, the health benefits, impact on the environment and advocacy for animal rights. The findings indicate that storytelling has limited effectiveness in encouraging non vegetarian consumers to adopt a vegetarian diet. While the posts provoke thought, they were not sufficient to persuade the participants to change their attitude and adopt this diet. Cultural traditions, family influences and personal preferences are some of the barriers that hinder this change.
Storytelling is a relevant tool in marketing and is used by brands and influencers in the digital world to strengthen interaction and connection with followers, as well as promoting attitude change among consumers. In a context where vegetarianism has gained more followers in recent years, and the benefits of this diet for their health and well-being, and its relevance to global issues such as preserving the environment and defending animal rights are being widely discussed. This study investigated the effectiveness of digital influencers’ storytelling on Instagram in promoting the adoption of a vegetarian diet among Portuguese consumers who have not yet embraced this lifestyle. This exploratory study employs a qualitative methodology, with data collected through in depth interviews with 13 Portuguese individuals who are not currently vegetarians, and a content analysis of the posts from four influencers on Instagram. These influencers use different approaches to discuss vegetarianism, sharing their personal stories about transitioning to this diet, the health benefits, impact on the environment and advocacy for animal rights. The findings indicate that storytelling has limited effectiveness in encouraging non vegetarian consumers to adopt a vegetarian diet. While the posts provoke thought, they were not sufficient to persuade the participants to change their attitude and adopt this diet. Cultural traditions, family influences and personal preferences are some of the barriers that hinder this change.
Description
Keywords
Storytelling Influenciadores Instagram Alimentação Vegetariana Influencers Vegetarian Diet