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O IMPACTO DAS CAMPANHAS COMERCIAIS VERSUS HUMANIZADAS NO CONSUMER ENGAGEMENT NAS REDES SOCIAIS – UM ESTUDO COMPARATIVO
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O presente relatório de estágio foi desenvolvido no âmbito do Mestrado em Direção Comercial e Marketing do Instituto Superior de Administração e Gestão (ISAG-EBS), tendo decorrido na agência Bastarda, Lda. O estudo visa analisar o impacto das Campanhas Comerciais versus Humanizadas no consumer engagement nas redes sociais, num contexto de crescente digitalização e centralidade destas plataformas na comunicação das marcas. Adotou-se uma metodologia quantitativa, com a aplicação de um questionário a 383 inquiridos, permitindo recolher dados sobre preferências, percepções e comportamentos face a diferentes tipos de campanhas. A amostra revelou uma predominância de utilizadores jovens (18 - 44 anos), com elevada frequência de uso de redes como Instagram e TikTok. Os resultados demonstram que as campanhas humanizadas, assentes em storytelling e autenticidade, promovem um maior envolvimento emocional, incentivando a interação e fortalecendo a ligação do público à marca. A autenticidade surge como fator decisivo na decisão de compra, sobretudo para os mais jovens. Em contrapartida, as campanhas comerciais mostraram-se eficazes na captação de atenção imediata, sendo preferidas por um público mais pragmático. Verificou-se ainda que conteúdos visuais curtos são os mais atrativos e que campanhas irrelevantes ou excessivamente comerciais podem comprometer a relação com o consumidor. A análise estatística revelou associações significativas entre a idade e as percepções sobre as campanhas. Conclui-se que uma estratégia de comunicação eficaz deve equilibrar elementos comerciais e humanizados, adaptando-se aos perfis do público-alvo, com foco na autenticidade, proximidade e interação como pilares do engagement digital.
This internship report was developed within the scope of the Master’s in Commercial and Marketing Management at the Instituto Superior de Administração e Gestão (ISAG-EBS), and took place at the creative agency Bastarda, Lda. The study aims to analyse The Impact of Commercial versus Humanized campaigns on consumer engagement on social media, in a context increasingly shaped by digital transformation and the strategic importance of these platforms in brand communication.A quantitative methodology was adopted, through the application of a questionnaire to 383 participants, enabling the collection of data regarding preferences, perceptions, and behaviours towards different types of digital campaigns. The sample was mainly composed of young users (aged 18–44), with high usage of platforms such as Instagram and TikTok.The results show that humanized campaigns, grounded in storytelling and brand authenticity, foster greater emotional involvement, promote interaction, and strengthen consumer-brand relationships. Authenticity emerged as a key factor in purchase decisions, particularly among younger participants. In contrast, commercial campaigns were found to be more effective in capturing immediate attention, especially among more pragmatic profiles.Short-form video content was identified as the most engaging format, and irrelevant or overly commercial campaigns were associated with a loss of consumer interest. Statistical analysis confirmed significant associations between age and campaign perception.The study concludes that an effective digital communication strategy should balance commercial and humanized approaches, tailoring content to different audience profiles, and emphasising authenticity, proximity, and interaction as central elements for successful social media engagement.
This internship report was developed within the scope of the Master’s in Commercial and Marketing Management at the Instituto Superior de Administração e Gestão (ISAG-EBS), and took place at the creative agency Bastarda, Lda. The study aims to analyse The Impact of Commercial versus Humanized campaigns on consumer engagement on social media, in a context increasingly shaped by digital transformation and the strategic importance of these platforms in brand communication.A quantitative methodology was adopted, through the application of a questionnaire to 383 participants, enabling the collection of data regarding preferences, perceptions, and behaviours towards different types of digital campaigns. The sample was mainly composed of young users (aged 18–44), with high usage of platforms such as Instagram and TikTok.The results show that humanized campaigns, grounded in storytelling and brand authenticity, foster greater emotional involvement, promote interaction, and strengthen consumer-brand relationships. Authenticity emerged as a key factor in purchase decisions, particularly among younger participants. In contrast, commercial campaigns were found to be more effective in capturing immediate attention, especially among more pragmatic profiles.Short-form video content was identified as the most engaging format, and irrelevant or overly commercial campaigns were associated with a loss of consumer interest. Statistical analysis confirmed significant associations between age and campaign perception.The study concludes that an effective digital communication strategy should balance commercial and humanized approaches, tailoring content to different audience profiles, and emphasising authenticity, proximity, and interaction as central elements for successful social media engagement.
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Campanhas Publicitárias Envolvimento do Consumidor Marketing Humanizado Redes Sociais