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Abstract(s)
Numa era pautada pelo forte dinamismo digital, a procura pela autenticidade ganha uma nova relevância nas narrativas sociais. Este estudo visou, assim, compreender de que forma a autenticidade no marketing digital influencia as relações entre marcas e consumidores da Geração Z. Adicionalmente, a investigação centrou-se na comparação entre o setor cosmético e alimentar, em Portugal. Neste sentido, foi adotada uma abordagem mista, com base na análise quantitativa de um questionário online, auxiliada pela análise qualitativa de respostas abertas. Apesar da ausência de moderação significativa, os resultados sugerem que a autenticidade tem um efeito direto nas relações comunais. A análise qualitativa complementou os dados, indicando a importância dos valores sociais e humanização da marca para a perceção de autenticidade. A investigação evidenciou o papel estratégico deste atributo nas relações, num contexto digital, contribuindo para um enriquecimento teórico e prático.
In an era marked by strong digital dynamics, the search for authenticity is gaining new relevance in social narratives. Therefore this study aimed to understand how authenticity in digital marketing influences the relationship between brands and Generation Z consumers. In addition, the research focused on comparing the cosmetics and food sectors in Portugal. In this sense, a mixed approach was adopted, based on the quantitative analysis of an online questionnaire, aided by the qualitative analysis of open responses. Despite the absence of significant moderation, the results suggest that authenticity has a direct effect on communal relations. The qualitative analysis complemented the data, indicating the importance of social values and brand humanization for the perception of authenticity. The research highlighted the strategic role of this attribute in relationships in a digital context, contributing to theoretical and practical enrichment.
In an era marked by strong digital dynamics, the search for authenticity is gaining new relevance in social narratives. Therefore this study aimed to understand how authenticity in digital marketing influences the relationship between brands and Generation Z consumers. In addition, the research focused on comparing the cosmetics and food sectors in Portugal. In this sense, a mixed approach was adopted, based on the quantitative analysis of an online questionnaire, aided by the qualitative analysis of open responses. Despite the absence of significant moderation, the results suggest that authenticity has a direct effect on communal relations. The qualitative analysis complemented the data, indicating the importance of social values and brand humanization for the perception of authenticity. The research highlighted the strategic role of this attribute in relationships in a digital context, contributing to theoretical and practical enrichment.
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Keywords
Autenticidade Marketign digital Marketing relacional Geração Z