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Publication
Publicidade para a geração Z - Desafios e estratégias diante o declínio da utilização dos media sociais
| Name: | Description: | Size: | Format: | |
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| 59.95 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Esta investigação tem como objetivo investigar a adaptação das
estratégias publicitárias direcionadas à Geração Z, num
contexto de transformação do ambiente digital. Assim, ao
contrário das suas antecessoras, a Geração Z está a afastar-se
progressivamente dos media sociais online, motivada pela
fadiga digital, maior preocupação com a privacidade na internet
e crescente atenção à saúde mental. Este comportamento
reflete, ainda, uma desconfiança em relação às práticas
publicitárias – muitas vezes percebidas como intrusivas, pouco
autênticas e alheias às preocupações reais deste público. Desta
forma, será abordado a atual conjuntura desse grupo etário,
explorando os seus valores, suas mudanças comportamentais
que influenciam suas escolhas de consumo e preferências em
relação à publicidade, tanto digital quanto tradicional. À vista
disso, realizar-se-á estudos de caso de marcas que estão a adotar
novos métodos de comunicação, recorrendo à análise da sua
comunicação nos seus canais de comunicação, a fim de
identificar as boas práticas implementadas. Assim, a partir do
Mapeamento de Expressões Adaptativas, numa primeira fase, e
da subsequente Análise de Conteúdo, a investigação propõe-se
a desenvolver uma visão aprofundada sobre as transformações
sociais que estão a moldar o futuro da publicidade, extraindo
insights significativos para marcas que almejam captar a
atenção do próximo maior grupo consumidor. Por fim, os
resultados apresentados indicam que as marcas que adotam
canais alternativos conseguem prosperar no cenário digital
atual, além de apontar que as estratégias que incentivam e
celebram a autenticidade têm gerado maior engajamento e
lealdade.
This research aims to investigate the adaptation of advertising strategies targeting Generation Z in the context of the ongoing transformation of the digital environment. Unlike their predecessors, Generation Z is progressively moving away from social media, driven by digital fatigue, increased concern about online privacy, and a growing focus on mental health. This behavior also reflects a distrust of advertising practices, which are often perceived as intrusive, inauthentic, and disconnected from the real concerns of this audience. The study will address the current situation of this age group, exploring their values and behavioral changes that influence their consumption choices and advertising preferences, both digital and traditional. To this end, case studies will be conducted on brands adopting new communication methods, analyzing their communication across various channels to identify best practices. Thus, through the initial Mapping of Adaptive Expressions and subsequent Content Analysis, the research aims to develop a deep understanding of the social transformations shaping the future of advertising, providing significant insights for brands seeking to capture the attention of the next major consumer group. Lastly, the presented results indicate that brands adopting alternative channels are able to thrive in the current digital landscape, in addition to pointing out that strategies that encourage and celebrate authenticity have generated greater engagement and loyalty.
This research aims to investigate the adaptation of advertising strategies targeting Generation Z in the context of the ongoing transformation of the digital environment. Unlike their predecessors, Generation Z is progressively moving away from social media, driven by digital fatigue, increased concern about online privacy, and a growing focus on mental health. This behavior also reflects a distrust of advertising practices, which are often perceived as intrusive, inauthentic, and disconnected from the real concerns of this audience. The study will address the current situation of this age group, exploring their values and behavioral changes that influence their consumption choices and advertising preferences, both digital and traditional. To this end, case studies will be conducted on brands adopting new communication methods, analyzing their communication across various channels to identify best practices. Thus, through the initial Mapping of Adaptive Expressions and subsequent Content Analysis, the research aims to develop a deep understanding of the social transformations shaping the future of advertising, providing significant insights for brands seeking to capture the attention of the next major consumer group. Lastly, the presented results indicate that brands adopting alternative channels are able to thrive in the current digital landscape, in addition to pointing out that strategies that encourage and celebrate authenticity have generated greater engagement and loyalty.
Description
Keywords
Geração Z Hábitos de consumo Publicidade Estratégias publicitárias