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Branding digital e a sua autenticidade: uma nova era do marketing relacional
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Abstract(s)
A presente dissertação investiga de que forma a perceção de autenticidade da marca, no contexto digital, influencia a relação do consumidor com a marca, considerando os efeitos mediadores da identificação e do envolvimento emocional. Sustentada num modelo conceptual próprio, esta investigação procura compreender a importância do branding digital autêntico na construção de relações sólidas entre marcas e consumidores, explorando um tema de relevância crescente na era da comunicação digital. Com base numa revisão de literatura consolidada, foram formuladas sete hipóteses de investigação que interligam os construtos de autenticidade percebida, identificação com a marca, envolvimento emocional e qualidade da relação com a marca, incluindo dois efeitos de mediação. Para testar empiricamente estas relações foi desenvolvido um inquérito por questionário aplicado a uma amostra de 56 participantes, utilizando escalas de Likert validadas e amplamente reconhecidas na literatura de marketing. Os dados recolhidos foram analisados através de técnicas estatísticas descritivas e correlacionais, complementadas com representações gráficas e, ainda, com análises de mediação baseadas em modelos de regressão linear simples e múltipla. Os resultados obtidos revelam que a autenticidade percebida tem um impacto positivo significativo na identificação com a marca, no envolvimento emocional e na perceção da qualidade da relação, confirmando as hipóteses formuladas. No que respeita às hipóteses de mediação, os dados indicaram que o envolvimento emocional atua como mediador significativo da relação entre a autenticidade e a qualidade da relação, enquanto a identificação com a marca não apresentou um efeito
mediador estatisticamente relevante. Estes resultados destacam o papel central da dimensão emocional no fortalecimento dos vínculos relacionais com marcas percebidas como autênticas. Do ponto de vista teórico, esta investigação contribui para a consolidação do conceito de autenticidade no branding digital, evidenciando a sua relevância enquanto fator relacional. Em termos práticos, oferece orientações para as marcas que desejam fortalecer a sua presença digital com base na construção de narrativas autênticas e alinhadas com os valores dos consumidores. Por fim, são reconhecidas limitações metodológicas, como o uso de amostragem por conveniência e a possibilidade de viés nas escolhas das marcas, potencialmente condicionadas por perceções prévias de autenticidade. São igualmente sugeridas direções futuras para aprofundar a compreensão destas dinâmicas em contextos e públicos diferenciados.
This dissertation investigates how the perception of brand authenticity, in the digital context, influences the consumer-brand relationship, considering the mediating effects of identification and emotional involvement. Supported by a conceptual model developed for this study, the research aims to understand the importance of authentic digital branding in building strong relationships between brands and consumers, adressing a topic of growing relevance in the era of digital communication. Based on a consolidated literature review, seven research hypotheses were formulated, linking the constructs of perceived authenticity, brand identification, emotional involvement and the quality of the consumerbrand relationship. To empirically test these relationships, a structured questionnaire survey was developed and applied to a sample of 56 participants, using validated Likert scales widely recognized in the marketing literature. The collected data were analysed using descriptive and correlational statistical techniques, complemented by graphical representations and mediation analyses based on simple and multiple linear regression models. The results reveal that perceived authenticity has a significant positive impact on brand identification, emotional involvement and the perception of relationship quality, thus confirming the proposed hypotheses. Regarding, the mediation hypotheses, the data indicated that emotional involvement acts as a significant mediator in the relationship between authenticity and relationship quality, while brand identification did not show a statistically relevant mediating effect. These findings highlight the central role of emotional dimensions in strengthening relational ties with brands perceived as authentic. From a theoretical perspective, this study contributes to the consolidation of the concept of authenticity within digital branding, highlighting its relevance as a relational driver. In practical terms, it offers valuable guidance for brands seeking to strengthen their digital presence through the construction of authentic narratives aligned with consumer values. Finally, methodological limitations are acknowledged, such as the use of convenience sampling and the potential bias in brand selection, possibly influenced by prior perceptions of authenticity. Future research directions are suggested to deepen the understanding of these dynamics in different contexts and among diverse audiences.
This dissertation investigates how the perception of brand authenticity, in the digital context, influences the consumer-brand relationship, considering the mediating effects of identification and emotional involvement. Supported by a conceptual model developed for this study, the research aims to understand the importance of authentic digital branding in building strong relationships between brands and consumers, adressing a topic of growing relevance in the era of digital communication. Based on a consolidated literature review, seven research hypotheses were formulated, linking the constructs of perceived authenticity, brand identification, emotional involvement and the quality of the consumerbrand relationship. To empirically test these relationships, a structured questionnaire survey was developed and applied to a sample of 56 participants, using validated Likert scales widely recognized in the marketing literature. The collected data were analysed using descriptive and correlational statistical techniques, complemented by graphical representations and mediation analyses based on simple and multiple linear regression models. The results reveal that perceived authenticity has a significant positive impact on brand identification, emotional involvement and the perception of relationship quality, thus confirming the proposed hypotheses. Regarding, the mediation hypotheses, the data indicated that emotional involvement acts as a significant mediator in the relationship between authenticity and relationship quality, while brand identification did not show a statistically relevant mediating effect. These findings highlight the central role of emotional dimensions in strengthening relational ties with brands perceived as authentic. From a theoretical perspective, this study contributes to the consolidation of the concept of authenticity within digital branding, highlighting its relevance as a relational driver. In practical terms, it offers valuable guidance for brands seeking to strengthen their digital presence through the construction of authentic narratives aligned with consumer values. Finally, methodological limitations are acknowledged, such as the use of convenience sampling and the potential bias in brand selection, possibly influenced by prior perceptions of authenticity. Future research directions are suggested to deepen the understanding of these dynamics in different contexts and among diverse audiences.
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Keywords
Branding digital Autenticidade da marca Identificação com a marca Envolvimento emocional Qualidade da relação Marketing relacional Consumidor digital