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Traditional advertising ou branded content: fortalecer a lealdade no séc. XXI
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Abstract(s)
Recentemente tem-se observado uma diminuição da lealdade dos consumidores, associada a um menor tempo de atenção dos mesmos e a maior desconfiança face à publicidade das marcas e dos seus produtos. O branded content surge como uma ferramenta de comunicação, capaz de publicitar a marca e entreter o consumidor em simultâneo. Investigação sobre os impactos do branded content na lealdade, mostra-se escassa. Recorrendo à Teoria da Ação Racional, esta dissertação pretende examinar o papel dos diferentes tipos de comunicação publicitária (i.e., branded content e publicidade tradicional) na criação de lealdade dos consumidores face às marcas, através das suas atitudes, intenções de compra e comportamentos de word-of-mouth. Através de um estudo em dois tempos com uma amostra de 98 indivíduos, concluiu-se que apenas parece existir uma influência do tipo de publicidade nas intenções de word-of-mouth, sendo estas mais fortes face a conteúdos publicitários de branded content. Esta investigação contribui para a literatura e para a prática de marketing e publicidade, providenciando evidências do tipo de comunicação mais relevante para o objetivo último de aumentar a lealdade dos consumidores.
Recently, it has been observed a decrease in customer loyalty, associated with a lesser attention span from them and a gaining distrust in advertising from brands and its products. Branded content emerges as a communication tool, capable of advertising the brand and entertain the consumer simultaneously. There is a lack of research on branded content’s impact on loyalty. Recurring to the Rational Action Theory, this thesis aims to examine the role of different types of communication in advertisement (i.e. branded content and traditional advertising) relating to consumer attitudes facing the brand and its loyalty for them, regarding the attitude towards the brand, purchase intention and word-of-mouth. With a sample of 98 individuals, it was possible to conclude that, it seems to exist an influence on which type of advertisement affects word-of-mouth intention, with it being stronger when exposed to a branded content piece. This thesis contributes to research and to the practice of marketing and advertising providing evidence on which type of communication is more relevant regarding the objective of increasing consumer loyalty.
Recently, it has been observed a decrease in customer loyalty, associated with a lesser attention span from them and a gaining distrust in advertising from brands and its products. Branded content emerges as a communication tool, capable of advertising the brand and entertain the consumer simultaneously. There is a lack of research on branded content’s impact on loyalty. Recurring to the Rational Action Theory, this thesis aims to examine the role of different types of communication in advertisement (i.e. branded content and traditional advertising) relating to consumer attitudes facing the brand and its loyalty for them, regarding the attitude towards the brand, purchase intention and word-of-mouth. With a sample of 98 individuals, it was possible to conclude that, it seems to exist an influence on which type of advertisement affects word-of-mouth intention, with it being stronger when exposed to a branded content piece. This thesis contributes to research and to the practice of marketing and advertising providing evidence on which type of communication is more relevant regarding the objective of increasing consumer loyalty.
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Keywords
Branded content Publicidade tradicional Intenção de compra Atitudes Word-of-mouth Lealdade