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Publication
Instagram FM: o impacto do design visual nas marcas do setor da rádio
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| 8.16 MB | Adobe PDF |
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Abstract(s)
Esta dissertação investiga o design visual no digital, mais precisamente na rede social Instagram das quatro marcas de rádio com mais seguidores (Cidade FM, Mega Hits, Rádio Comercial e RFM). Sendo que, o objetivo principal deste estudo é avaliar o impacto que o design visual das publicações das marcas de rádios no Instagram tem para a decisão de escuta de rádio, ou seja, para a audiência das mesmas. Deste modo, foram utilizados métodos qualitativos e quantitativos, incluindo uma análise de conteúdo na rede social Instagram das distintas marcas e um questionário online. Os resultados indicam que embora o design visual influencie a interação do público, a perceção da identidade gráfica das marcas e a potencial fidelização dos ouvintes, não é o único fator na decisão de escutar determinada rádio. E assim, conclui-se que uma marca de rádio, tal como qualquer outra marca, necessita de uma gestão e estratégia de social media com um branding identificativo na sua comunicação visual.
This dissertation investigates visual design in digital, more precisely on the Instagram social network of the four radio brands with the most followers (Cidade FM, Mega Hits, Rádio Comercial and RFM). The main aim of this study is to assess the impact that the visual design of radio brands' Instagram posts has on radio listening decisions, i.e. on their audience. Qualitative and quantitative methods were used, including an analysis of content on the Instagram social network of the different brands and an online questionnaire. The results indicate that although visual design influences audience interaction, the perception of the brands' graphic identity and potential listener loyalty, it is not the only factor in the decision to listen to a particular radio station. The conclusion is that a radio brand, like any other brand, needs a social media management and strategy with an identifying branding in its visual communication.
This dissertation investigates visual design in digital, more precisely on the Instagram social network of the four radio brands with the most followers (Cidade FM, Mega Hits, Rádio Comercial and RFM). The main aim of this study is to assess the impact that the visual design of radio brands' Instagram posts has on radio listening decisions, i.e. on their audience. Qualitative and quantitative methods were used, including an analysis of content on the Instagram social network of the different brands and an online questionnaire. The results indicate that although visual design influences audience interaction, the perception of the brands' graphic identity and potential listener loyalty, it is not the only factor in the decision to listen to a particular radio station. The conclusion is that a radio brand, like any other brand, needs a social media management and strategy with an identifying branding in its visual communication.
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Keywords
Estratégia Design visual Instagram Rádio Audiência