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Publication
O uso do podcast entre os estudantes do Ensino Superior em Portugal
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Advisor(s)
Abstract(s)
O marketing digita é o uso de tecnologias nas atividades de marketing, com o
propósito de melhorar o conhecimento do consumidor de forma a responder às suas
necessidades (Chaffey, 2013).
O podcast, entendido como um áudio on demand, é direcionado para qualquer
tipo de consumidor digital. Deste modo, no marketing de conteúdo, cujo objetivo
consiste em se aproximar do consumidor, é possível afirmar que o podcast funciona
como um canal de distribuição. Para tal, é essencial estudar não só o tipo de público
alvo com o qual estamos a lidar, como as suas preferências em relação à utilização desta
ferramenta.
Assim foi possível chegar à principal questão de investigação colocada neste
trabalho académico: Qual é o valor (engagement) dado ao podcast entre os
estudantes do ensino superior? Para responder à questão, e estando perante um tipo
de estudo qualitativo, a recolha de dados foi realizada através de um questionário
online, baseando-se no método de amostragem probabilístico por grupos ou clusters,
dirigido apenas para indivíduos que se encontravam inscritos no ensino superior no ano
letivo 2019/2020.
A base da metodologia utilizada neste trabalho foi sustentada através do artigo
“Tuning in and hanging out: A preliminary study of college students’ use of podcasts
for information, entertainment, and socializing” publicado no Elsevier - Social Science
Jornal em 2012, de Douglas J. Swanson.
Os resultados mostram que o uso da ferramenta podcast entre os estudantes do
ensino superior em Portugal é mais recorrente quando a intenção e temática
correspondem ao entretenimento. Apesar de maioritariamente ser uma atividade
realizada durante o tempo livre e a solo, a maioria gosta de partilhar o conteúdo com
os seus amigos e familiares.
Digital marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs (Chaffey, 2013) .The podcast, understood as an audio on demand, is aimed at any type of digital consumer. Thus, in content marketing, whose goal is to get closer to the consumer, it is possible to say that the podcast works as a distribution channel. To this end, it is essential to study not only the type of target audience we are dealing with, but also their preferences regarding the use of this tool. Thus, it was possible to arrive at the main research question posed in this academic work: What is the value (engagement) given to the podcast among higher education students? To answer the question, and considering a type of qualitative study, data collection was carried out through an online questionnaire, based on the probabilistic sampling method by groups or clusters, directed only to individuals who were enrolled in higher education. in the academic year 2019/2020. The basis of the methodology used in this work was supported by the article “Tuning in and hanging out: A preliminary study of college students' use of podcasts for information, entertainment, and socializing” published in Elsevier - Social Science Jornal in 2012, by Douglas J Swanson. The results show that the use of the podcast tool among students of higher education in Portugal is more recurrent when the intention and theme correspond to entertainment. Although it is mostly an activity performed during free time and solo, most like to share the content with their friends and family.
Digital marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs (Chaffey, 2013) .The podcast, understood as an audio on demand, is aimed at any type of digital consumer. Thus, in content marketing, whose goal is to get closer to the consumer, it is possible to say that the podcast works as a distribution channel. To this end, it is essential to study not only the type of target audience we are dealing with, but also their preferences regarding the use of this tool. Thus, it was possible to arrive at the main research question posed in this academic work: What is the value (engagement) given to the podcast among higher education students? To answer the question, and considering a type of qualitative study, data collection was carried out through an online questionnaire, based on the probabilistic sampling method by groups or clusters, directed only to individuals who were enrolled in higher education. in the academic year 2019/2020. The basis of the methodology used in this work was supported by the article “Tuning in and hanging out: A preliminary study of college students' use of podcasts for information, entertainment, and socializing” published in Elsevier - Social Science Jornal in 2012, by Douglas J Swanson. The results show that the use of the podcast tool among students of higher education in Portugal is more recurrent when the intention and theme correspond to entertainment. Although it is mostly an activity performed during free time and solo, most like to share the content with their friends and family.
Description
Keywords
On demand Podcast Tecnologia Comunicação Marketing Digital