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A percepção de humanização em marcas digitais: o contexto de antropomorfização da Netflix
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| 2.45 MB | Adobe PDF |
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Abstract(s)
Os avanços da revolução digital das últimas décadas modificaram a forma como pessoas e marcas se relacionavam entre si. Por mais que os benefícios das transformações tecnológicas fossem incontáveis no campo do comportamento de consumo, as relações com as marcas careciam do elemento humano de outrora. Com isso, as organizações perceberam a necessidade das pessoas em se relacionar com marcas de forma similar à conexão com pessoas ao incorporar atributos humanizados às marcas, denominado antropomorfismo da marca. Este estudo tem o objetivo de entender a percepção dos consumidores quando humanizam uma marca digital, analisar as características antropomórficas, os traços de personalidade humana inferidos à marca e elucidar os registros na memória que tenham da marca. Como método de investigação pela natureza exploratória deste estudo, utilizou-se a metodologia qualitativa através de entrevistas semiestruturadas como instrumento de recolha de dados. A metodologia qualitativa propôs uma densa compreensão do contexto e dos fenômenos pessoais da percepção de consumidores aplicada a um caso contextual de estudo de uma marca digital contemporânea: a Netflix. Através da Análise de Conteúdo, os resultados dessa pesquisa indicaram a percepção de personalidade, intenções, voz, idade, gênero dentre outras características antropomórficas da marca, que são discutidas assim como as suas implicações teóricas e práticas.
The Digital Revolution advances of the last decades have changed the way people and brands related to each other. Even though the benefits of technological transformations were countless in the consumer behavior field, relations with brands lacked the human element of yore. Hence, organizations realized the need for people to relate to brands in a similar way they connect with people by incorporating humanized attributes to brands, called brand anthropomorphism. This study aims to understand the perception of consumers when they humanize a digital brand, analyze the anthropomorphic characteristics, the human personality traits inferred to the brand and elucidate the brand records in the memory they have. As a method of investigation due to the exploratory nature of this study, the qualitative methodology was used through semi-structured interviews as an instrument of data collection. The qualitative methodology proposed a dense understanding of the context and personal phenomena of consumer perception applied to a contextual case study of a contemporary digital brand: Netflix. Through Content Analysis, the results of this research indicated the perception of personality, intentions, voice, age, gender and other anthropomorphic characteristics of the brand, which are discussed as well as their theoretical and practical implications.
The Digital Revolution advances of the last decades have changed the way people and brands related to each other. Even though the benefits of technological transformations were countless in the consumer behavior field, relations with brands lacked the human element of yore. Hence, organizations realized the need for people to relate to brands in a similar way they connect with people by incorporating humanized attributes to brands, called brand anthropomorphism. This study aims to understand the perception of consumers when they humanize a digital brand, analyze the anthropomorphic characteristics, the human personality traits inferred to the brand and elucidate the brand records in the memory they have. As a method of investigation due to the exploratory nature of this study, the qualitative methodology was used through semi-structured interviews as an instrument of data collection. The qualitative methodology proposed a dense understanding of the context and personal phenomena of consumer perception applied to a contextual case study of a contemporary digital brand: Netflix. Through Content Analysis, the results of this research indicated the perception of personality, intentions, voice, age, gender and other anthropomorphic characteristics of the brand, which are discussed as well as their theoretical and practical implications.
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Keywords
Branding Marcas Digitais Antropomorfismo de marca Marcas Humanas