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Publication
Perceção e impacto da comunicação digital da marca Dove na Geração Y: Uma análise das relações emocionais e atitudes de consumo
| Name: | Description: | Size: | Format: | |
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| 5.26 MB | Adobe PDF |
Authors
Abstract(s)
Este estudo visa explorar e avaliar como a comunicação
digital da marca Dove influencia o público feminino da
Geração Y – também conhecida como geração Milénio, ou
“os millenials” – no consumo e relação com a marca, através
da sua presença nas plataformas digitais. Nele, procura-se
identificar aspetos da perceção e da interação deste grupo em
relação às campanhas e à comunicação digital da Dove, que
contribuam para compreender o impacto das estratégias
digitais da marca para esse universo de contacto com o seu
público e os seus comportamentos de consumo. A
dissertação está organizada em quatro partes: a primeira,
incide num enquadramento teórico e apresenta a revisão da
literatura para este estudo, analisando os conceitos-base nele
envolvidos, tais como, comunicação digital, marketing de
conteúdo, consumo, entre outros; a segunda, apresenta a
metodologia utilizada, qualitativa de cariz exploratório,
baseada em entrevistas semiestruturadas, de acordo com os
objetivos definidos para o trabalho; a terceira parte,
sistematiza, analisa e discute os resultados obtidos; a quarta,
oferece um conjunto de conclusões sobre o estudo feito e
apresenta sugestões para investigações futuras, inserindo
também algumas recomendações estratégicas que a marca
Dove poderia seguir, no sentido de otimizar o seu
posicionamento digital e, assim, fortalecer a sua ligação com
a Geração Y.
The purpose of this study is to explore and evaluate how the Dove brand's digital communication influences the female audience of Generation Y - also known as the Millennial Generation or "the millenials" - in their consumption and relationship with the brand through their presence on digital platforms. The objective is to identify aspects of this group's perception and interaction with Dove's campaigns and digital communications that contribute to understanding the impact of the brand's digital strategies on this universe of contact with its audience and their consumption behavior. The thesis is divided into four parts: The first focuses on a theoretical framework and presents the literature review for this study, analyzing the basic concepts involved in it, such as digital communication, content marketing, consumption, among others; the second presents the methodology used, qualitative of an exploratory nature, based on semistructured interviews, in accordance with the objectives defined for the work; the third part systematizes, analyzes and discusses the results obtained; the fourth part offers a series of conclusions about the study and makes suggestions for future research, including some strategic recommendations that the Dove brand could follow in order to optimize its digital positioning and thus strengthen its connection with Generation Y.
The purpose of this study is to explore and evaluate how the Dove brand's digital communication influences the female audience of Generation Y - also known as the Millennial Generation or "the millenials" - in their consumption and relationship with the brand through their presence on digital platforms. The objective is to identify aspects of this group's perception and interaction with Dove's campaigns and digital communications that contribute to understanding the impact of the brand's digital strategies on this universe of contact with its audience and their consumption behavior. The thesis is divided into four parts: The first focuses on a theoretical framework and presents the literature review for this study, analyzing the basic concepts involved in it, such as digital communication, content marketing, consumption, among others; the second presents the methodology used, qualitative of an exploratory nature, based on semistructured interviews, in accordance with the objectives defined for the work; the third part systematizes, analyzes and discusses the results obtained; the fourth part offers a series of conclusions about the study and makes suggestions for future research, including some strategic recommendations that the Dove brand could follow in order to optimize its digital positioning and thus strengthen its connection with Generation Y.
Description
Keywords
Comunicação digital Dove Estratégia de marketing Geração Y Marketing de conteúdo