Engagement emocional e estratégias de conteúdo no Instagram: o caso da Nike e da Adidas

Valentim, Maria Inês Galhardo Coelho Queiroga

http://hdl.handle.net/10400.26/35571

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Authors

Valentim, Maria Inês Galhardo Coelho Queiroga

Advisor(s)

Mendes, António

Abstract(s)

As marcas têm poder emocional e a capacidade de criar uma relação e um envolvimento com os consumidores, ganhando o conceito de engagement cada vez mais protagonismo para as marcas. As redes sociais como o Instagram ganham também outra relevância neste contexto, tendo-se focado no aspeto não- transacional da relação marca-consumidor. Torna-se necessário implementar estratégias de conteúdo impactantes e relevantes para o consumidor, capazes de o envolver, sendo necessário perceber não só que conteúdos que geram mais interações, mas que conteúdos geram um maior nível de afeto, na ótica do engagement emocional. A presente dissertação tem como objetivo analisar como diferentes estratégias de conteúdo influenciam o engagement emocional, numa análise focada na rede social Instagram, analisando também em concreto como as estratégias de conteúdo das marcas desportivas Nike e Adidas se relacionam e incentivam esta dimensão de engagement. A investigação recorreu a uma análise multi-método, envolvendo um questionário (com uma amostra de 205 respondentes) que analisou o impacto dos tipos conteúdo e das abordagens no engagement emocional (através das subdimensões propostas por Dessart et al., 2016), e posteriormente uma análise de conteúdo às páginas de Instagram das marcas Nike e Adidas. Os resultados obtidos vêm comprovar que a utilização de uma abordagem emocional na comunicação das marcas no Instagram, bem como dos conteúdos de Responsabilidade Social e Notoriedade do Produto, têm um impacto superior no engagement emocional. Os resultados demonstram também uma forte relação entre as estratégias de conteúdo das marcas Nike e Adidas no Instagram e o engagement emocional com os consumidores.

Brands have emotional power and the ability to create relationships and engage consumers, so the concept of engagement has growing prominence for brands. Social networks like Instagram hold a specially relevant role in this context, as they have focused on the non-transactional aspect of brand-consumer relationships. It becomes necessary to implement impactful and relevant content strategies, capable of engaging consumers. For this it is necessary to understand not only which content generates more interactions, but also which content generates a greater level of affection from the perspective of emotional engagement. This dissertation aims to analyse how content strategies influence emotional engagement, focused on the social network Instagram. It also aims to analyse specifically how the content strategies of the sports brands Nike and Adidas encourage this dimension of engagement. This investigation used a multi-method analysis. This included a survey (of 205 respondents) which analysed the impact of content types and approaches on emotional engagement, which was broke down according to its sub-dimensions as proposed by Dessart et al. (2016). Subsequently a content analysis of Nike and Adidas’ Instagram pages was undertook. The results obtained prove that using an emotional approach on brands’ Instagram communication is beneficial to develop emotional engagement with consumers. Regarding content types, findings also show that both Corporate Social Responsibility and Product Awareness have a superior impact on emotional engagement. Lastly, data also suggests a strong link between both brands’ content strategies on Instagram and their emotional engagement with consumers.