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O impacto do marketing digital nas campanhas de sensibilização na sustentabilidade ambiental
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Abstract(s)
O impacto do marketing digital nas iniciativas de sensibilização para a sustentabilidade ambiental é analisado nesta dissertação. Através da análise de diferentes apelos – racionais e emocionais –, o estudo investiga de que forma essas estratégias influenciam as ações dos consumidores. Utilizando métodos qualitativos, como focus groups e entrevistas, a pesquisa avalia como os participantes percebem a eficácia das campanhas digitais na promoção de comportamentos sustentáveis. Os resultados mostram que a combinação de apelos emocionais e racionais nas campanhas é mais eficaz para captar o interesse do público e incentivar a mudança de comportamentos. Contudo, também surgiram questões como a sobrecarga de conteúdos nas redes sociais. O estudo conclui que, embora o marketing digital tenha potencial para influenciar as atitudes dos consumidores, é essencial um planeamento cuidadoso para garantir resultados sustentáveis ao longo do tempo.
The impact of digital marketing on initiatives to raise awareness of environmental sustainability is analysed in this dissertation. By analysing different appeals - rational and emotional - the study investigates how these strategies influence consumer actions. Using qualitative methods such as focus groups and interviews; the research evaluates how participants perceive the effectiveness of digital campaigns in promoting sustainable behaviour. The results show that the combination of emotional and rational appeals in campaigns is more effective in capturing the public's interest and encouraging behavioural change. However, issues such as content overload on social media also arose. The study concludes that while digital marketing has the potential to influence consumer attitudes, careful planning is essential to ensure sustainable results over time.
The impact of digital marketing on initiatives to raise awareness of environmental sustainability is analysed in this dissertation. By analysing different appeals - rational and emotional - the study investigates how these strategies influence consumer actions. Using qualitative methods such as focus groups and interviews; the research evaluates how participants perceive the effectiveness of digital campaigns in promoting sustainable behaviour. The results show that the combination of emotional and rational appeals in campaigns is more effective in capturing the public's interest and encouraging behavioural change. However, issues such as content overload on social media also arose. The study concludes that while digital marketing has the potential to influence consumer attitudes, careful planning is essential to ensure sustainable results over time.
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Keywords
Marketing Digital Sustentabilidade Campanhas de sensibilização Sustentabilidade ambiental Comportamento do consumidor Apelos emocionais e racionais