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Fatores Influenciadores do Green Brand Love nas Redes Sociais
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Abstract(s)
Perante uma era digital, os marketeers procuram novas estratégias de forma a manterem uma forte ligação entre a marca e o consumidor nas redes sociais. Assim, o conceito de brand love tem tido uma crescente relevância no marketing e comunicação das empresas, principalmente numa vertente online. Por influência do digital, o consumo sustentável tornou-se uma tendência global, originando o aumento da procura por marcas e produtos green. Esta pesquisa explorou possíveis antecedentes ao green brand love nas redes sociais: green brand image, green brand trust, consumer brand engagement e online social identity, identificados anteriormente por autores, mas nunca estudados como antecedentes ao green brand love num contexto online. Procurou-se identificar se as caraterísticas sociodemográficas, género, faixa etária e tempo despendido nas redes sociais, influenciam o nível de green brand love nas redes sociais. Foi aplicada uma metodologia quantitativa, através de um questionário online direcionado para utilizadores de redes sociais que seguissem pelo menos uma marca amiga do ambiente, tendo sido recolhidas 193 respostas válidas. Os resultados demonstraram que as dimensões estão positiva e diretamente relacionadas com o green brand love nas redes sociais, no entanto, quando analisadas em conjunto, num modelo de regressão linear múltipla, a dimensão costumer brand engagement perde o seu poder explicativo perante o green brand love. Verificou-se que as caraterísticas sociodemográficas estudadas, não geram diferenças nos níveis de green brand love nas redes sociais. Esta pesquisa torna-se relevante para os marketeers, para o desenvolvimento de estratégias de marketing digital das green brands e também para o enriquecimento da literatura.
In the current digital era, marketers are seeking new strategies to maintain a strong connection between the brand and the consumer on social media platforms. Consequently, the concept of brand love has gained increasing relevance in the marketing and communication efforts of companies, particularly in the online sphere. Influenced by the digital landscape, sustainable consumption has become a global trend, resulting in an increased demand for green brands and products. This research explored potential antecedents to green brand love on social media: green brand image, green brand trust, consumer brand engagement, and online social identity, which were previously identified by authors but had not been studied as antecedents to green brand love in an online context. The aim was to identify whether sociodemographic characteristics such as gender, age group, and time spent on social media influence the level of green brand love on social media. A quantitative methodology was employed, utilizing an online questionnaire targeted at social media users who followed at least one environmentally friendly brand. A total of 193 valid responses were collected. The results demonstrated that these dimensions are positively and directly related to green brand love on social media. However, when analyzed together in a multiple linear regression model, the dimension of customer brand engagement loses its explanatory power in relation to green brand love. It was found that the studied sociodemographic characteristics do not generate differences in the levels of green brand love on social media. This research is relevant for marketers in developing digital marketing strategies for green brands and also contributes to the enrichment of the existing literature.
In the current digital era, marketers are seeking new strategies to maintain a strong connection between the brand and the consumer on social media platforms. Consequently, the concept of brand love has gained increasing relevance in the marketing and communication efforts of companies, particularly in the online sphere. Influenced by the digital landscape, sustainable consumption has become a global trend, resulting in an increased demand for green brands and products. This research explored potential antecedents to green brand love on social media: green brand image, green brand trust, consumer brand engagement, and online social identity, which were previously identified by authors but had not been studied as antecedents to green brand love in an online context. The aim was to identify whether sociodemographic characteristics such as gender, age group, and time spent on social media influence the level of green brand love on social media. A quantitative methodology was employed, utilizing an online questionnaire targeted at social media users who followed at least one environmentally friendly brand. A total of 193 valid responses were collected. The results demonstrated that these dimensions are positively and directly related to green brand love on social media. However, when analyzed together in a multiple linear regression model, the dimension of customer brand engagement loses its explanatory power in relation to green brand love. It was found that the studied sociodemographic characteristics do not generate differences in the levels of green brand love on social media. This research is relevant for marketers in developing digital marketing strategies for green brands and also contributes to the enrichment of the existing literature.
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Keywords
Green brand love Brand love Redes Sociais Antecedentes Consumo sustentável