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Abstract(s)
O consumo de cerveja artesanal tem vindo a adquirir cada vez mais relevância em Portugal, não só pela procura de novas experiências de sabores como também numa tentativa de quebrar a tendência global de consumo de cerveja industrial. Para além disso, o fenómeno da digitalização tem vindo cada vez mais a impulsionar as interações digitais entre as marcas e o consumidor através de plataformas como as redes sociais. Desta forma as marcas aproveitam oportunidade para não só estreitar o relacionamento com os atuais consumidores como também aproveitar o maior alcance que estas plataformas oferecem, de modo impactar potenciais novos consumidores. Posto isto, esta investigação tem como foco avaliar o impacto das redes sociais na decisão de compra do consumidor de cerveja artesanal em Portugal. A metodologia deste trabalho assentou num primeiro momento na análise quantitativa, consequência de inquéritos realizados a consumidores de cerveja artesanal em Portugal através de métodos de análise multivariada e com recurso ao modelo de regressão múltipla de modo a testar o modelo de investigação e respetivas hipóteses formuladas. Num segundo momento foram elaboradas dois roteiros, destinados a dois grupos distintos de consumidores de cerveja artesanal, o 1º grupo constituido por consumidores de cerveja artesanal seguidores das marcas de cerveja artesanal portuguesas nas redes sociais e um 2ºgrupo constituido por consumidores de cerveja artesanal não seguidores. De seguida serão apresentados os resultados obtidos, tal como a discussão sobre estes. Por fim são destacadas as contribuições teóricas e práticas do estudo e ainda as principais limitações do presente estudo e as respetivas recomendações para investigações futuras.
The consumption of craft beer has been acquiring more and more relevance in Portugal, not only due to the search for new flavor experiences but also as an attempt to break the global trend of industrial beer consumption. In addition, the phenomenon of digitalization has been increasing digital interactions between brands and consumers through platforms such as social networks. In this way, brands also take advantage of this opportunity to not only to strengthen the relationship with current consumers but also take advantage of the greater reach that these platforms offer, in order to impact potential new consumers. That said, this research focuses on assess the impact of social networks on the purchase decision of the craft beer consumer in Portugal. The methodology of this work was initially based on quantitative analysis, a consequence of surveys conducted with craft beer consumers in Portugal, through multivariate analysis methods and using the multiple regression model to test the research model and its hypotheses formulated. In a second moment, two scripts were elaborated for two distinct groups of craft beer consumers, the 1st group consisting of craft beer consumers followers of Portuguese craft beer brands on social networks and a 2nd group consisting of craft beer consumers who are not followers of Portuguese craft beer brands on social networks. The results obtained will be presented below, as well as the discussion about them. Finally, the theoretical and practical contributions of the study will be highlighted, as well as the main limitations of the present study and the respective recommendations for future investigations.
The consumption of craft beer has been acquiring more and more relevance in Portugal, not only due to the search for new flavor experiences but also as an attempt to break the global trend of industrial beer consumption. In addition, the phenomenon of digitalization has been increasing digital interactions between brands and consumers through platforms such as social networks. In this way, brands also take advantage of this opportunity to not only to strengthen the relationship with current consumers but also take advantage of the greater reach that these platforms offer, in order to impact potential new consumers. That said, this research focuses on assess the impact of social networks on the purchase decision of the craft beer consumer in Portugal. The methodology of this work was initially based on quantitative analysis, a consequence of surveys conducted with craft beer consumers in Portugal, through multivariate analysis methods and using the multiple regression model to test the research model and its hypotheses formulated. In a second moment, two scripts were elaborated for two distinct groups of craft beer consumers, the 1st group consisting of craft beer consumers followers of Portuguese craft beer brands on social networks and a 2nd group consisting of craft beer consumers who are not followers of Portuguese craft beer brands on social networks. The results obtained will be presented below, as well as the discussion about them. Finally, the theoretical and practical contributions of the study will be highlighted, as well as the main limitations of the present study and the respective recommendations for future investigations.
Description
Keywords
Decisão de compra Cerveja Artesanal Redes Sociais Confiança do consumidor Electronic word of mouth