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A utilização de Computer Generated Imagery (CGI) enquanto inovação de marketing digital, e a influência na intenção de compra do consumidor
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Abstract(s)
A presente dissertação tem como objetivo analisar de que forma o recurso a Computer Generated Imagery (CGI), enquanto ferramenta inovadora no marketing digital, influencia a intenção de compra dos consumidores no setor da cosmética. Num cenário caracterizado pela crescente digitalização e pela integração de tecnologias emergentes na comunicação de marca, o CGI assume um papel estratégico ao permitir a criação de campanhas publicitárias mais imersivas, visuais e inovadoras. A investigação recorreu a uma metodologia de natureza quantitativa, concretizada através da aplicação de um questionário estruturado, com o intuito de avaliar variáveis como a perceção de inovação, o engagement digital, a credibilidade percebida e a intenção de compra. Os resultados obtidos demonstram que os anúncios com CGI são, de forma geral, percecionados como mais inovadores e apelativos, influenciando positivamente a credibilidade das mensagens publicitárias e a intenção de compra dos consumidores. Este estudo contribui para o aprofundamento da investigação em marketing digital e oferece implicações práticas relevantes para marcas que atuam em contextos de elevada competitividade, como é o caso do setor da cosmética.
This dissertation aims to analyze how the use of Computer-Generated Imagery (CGI), as an innovative tool in digital marketing, influences consumer purchase intent in the cosmetics sector. In a scenario characterized by growing digitalization and the integration of emerging technologies into brand communication, CGI plays a strategic role by enabling the creation of more immersive, visual and innovative advertising campaigns. The research used a quantitative methodology, using a structured questionnaire to assess variables such as the perception of innovation, digital engagement, perceived credibility and purchase intention. The results show that CGI ads are generally perceived as more innovative and appealing, positively influencing the credibility of advertising messages and consumers' intention to buy. This study contributes to further research into digital marketing and offers relevant practical implications for brands operating in highly competitive contexts, such as the cosmetics sector.
This dissertation aims to analyze how the use of Computer-Generated Imagery (CGI), as an innovative tool in digital marketing, influences consumer purchase intent in the cosmetics sector. In a scenario characterized by growing digitalization and the integration of emerging technologies into brand communication, CGI plays a strategic role by enabling the creation of more immersive, visual and innovative advertising campaigns. The research used a quantitative methodology, using a structured questionnaire to assess variables such as the perception of innovation, digital engagement, perceived credibility and purchase intention. The results show that CGI ads are generally perceived as more innovative and appealing, positively influencing the credibility of advertising messages and consumers' intention to buy. This study contributes to further research into digital marketing and offers relevant practical implications for brands operating in highly competitive contexts, such as the cosmetics sector.
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Keywords
Computer Generated Imagery (CGI) Marketing digital Tecnologias emergentes Campanhas publicitárias