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Publication
Once Upon a Digital Time: a influência das estratégias de storytelling na atitude e na intenção de compra
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.03 MB | Adobe PDF |
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Abstract(s)
A presente dissertação procura estudar a influência das estratégias de storytelling
sobre a atitude e a intenção de compra dos indivíduos. Para isso, foram nomeadas sete
estratégias de storytelling, que são classificadas como dimensões. Por sua vez, estas
dimensões serviram de ponto de partida para a construção do storytelling e posteriormente
para o estudo o seu impacto sobre os indivíduos.
Considera-se deste modo, que o principal objetivo do estudo, debruça-se sobre a
procura de como as estratégias de storytelling poderão ou não influenciar a ponderação
positiva de um indivíduo relativamente à sua atitude e posteriormente à sua intenção de
comprar.
Trata-se de uma pesquisa exploratória, de análise quantitativa de dados. Deste modo,
foram elaborados dois cenários/questionários. Um com a presença das estratégias de
storytelling, e outro sem. É pretendida a comparação dos dois cenários/questionários, através
da avaliação da atitude e da intenção de compra quando utilizadas (ou não) as estratégias de
storytelling. Através deste método é possível compreender se as estratégias de storytelling
influenciam positivamente a atitude e a intenção de compra dos indivíduos.
Os resultados obtidos na presente dissertação confirmam a teoria inicialmente
defendida. Ou seja, a partir da análise da variável atitude e intenção de compra conclui-se
que no geral, o storytelling influencia positivamente os indivíduos.
The following research studies the influence that storytelling strategies have on both attitude and purchase intention. To this end, seven storytelling strategies have been identified, which are classified as dimensions. These dimensions served as starting point for storytelling construction and ahead to study its impact on individuals. It is thus considered that the main objective of the present research is the discovery of how storytelling strategies may or may not positively influence an individual with regards to its attitude and followed purchase action (intention to buy). It is an exploratory research with quantitative data analysis. Two different scenarios/surveys were elaborated (one with storytelling strategies, the other without) and presented to different sets of individuals. The intention is to compare both scenarios/surveys through attitude and purchase intention evaluation, and to comprehend whether or not, storytelling strategies have a positive influence on them. The obtained results confirm the initially defended theory. Through the analysis of both attitude and purchase intention it is concluded that, generally, storytelling does positively influence individuals.
The following research studies the influence that storytelling strategies have on both attitude and purchase intention. To this end, seven storytelling strategies have been identified, which are classified as dimensions. These dimensions served as starting point for storytelling construction and ahead to study its impact on individuals. It is thus considered that the main objective of the present research is the discovery of how storytelling strategies may or may not positively influence an individual with regards to its attitude and followed purchase action (intention to buy). It is an exploratory research with quantitative data analysis. Two different scenarios/surveys were elaborated (one with storytelling strategies, the other without) and presented to different sets of individuals. The intention is to compare both scenarios/surveys through attitude and purchase intention evaluation, and to comprehend whether or not, storytelling strategies have a positive influence on them. The obtained results confirm the initially defended theory. Through the analysis of both attitude and purchase intention it is concluded that, generally, storytelling does positively influence individuals.
Description
Keywords
Storytelling Estratégias de storytelling Estrutura narrativa Atitude Intenção de compra