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Publication
Contributos do marketing social para o bem-estar mental do consumidor
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.74 MB | Adobe PDF |
Abstract(s)
Num contexto social marcado pela volatilidade, incerteza e
pressões que afetam negativamente a saúde mental, o marketing
social emerge como uma ferramenta potencial para promover
mudanças comportamentais positivas e, consequentemente, o
bem-estar mental. Esta investigação procura estabelecer uma
relação entre campanhas de marketing social e o bem-estar
mental do consumidor, analisando o papel mediador de variáveis
como a eficácia percebida do anúncio, a atitude em relação ao
problema, a autoeficácia e a intenção comportamental. Através
de uma metodologia quantitativa, foi realizado um questionário
online, expondo os participantes a três estímulos visuais distintos
sobre o fenómeno fast-fashion (apelo ao choque, medo e
informativo). Os dados foram analisados mediante o path
analysis. Os resultados indicam que: i) as mensagens de choque
são percecionadas como mais eficazes do que as de medo ou
informativas; ii) a eficácia percebida do anúncio influencia
positivamente a atitude em relação ao problema, a intenção
comportamental e o bem-estar mental; iii) as hipóteses que
relacionavam a autoeficácia com a atitude, a atitude com a
intenção comportamental e a intenção comportamental com o
bem-estar mental não foram validadas. O estudo conclui que
campanhas de marketing social, particularmente as que recorrem
a apelos de choque, podem contribuir para a promoção do bemestar
mental, embora esta relação seja complexa e mediada por
outros fatores.
In a social context marked by volatility, uncertainty, and pressures that negatively affect mental health, social marketing emerges as a potential tool to promote positive behavioral change and, consequently, mental well-being. This research seeks to establish a relationship between social marketing campaigns and consumer mental well-being by analyzing the mediating role of variables such as perceived ad effectiveness, attitude toward the issue, self-efficacy, and behavioral intention. Using a quantitative methodology, an online survey was conducted in which participants were exposed to three distinct visual stimuli related to the fastfashion phenomenon (shock appeal, fear appeal, and informational appeal). Data were analyzed using path analysis. The results indicate that: (i) shock messages are perceived as more effective than fear-based or informational ones; (ii) perceived ad effectiveness positively influences attitude toward the issue, behavioral intention, and mental well-being; (iii) the hypotheses linking self-efficacy to attitude, attitude to behavioral intention, and behavioral intention to mental well-being were not validated. The study concludes that social marketing campaigns particularly those employing shock appeals can contribute to the promotion of mental well-being, although this relationship is complex and mediated by other factors.
In a social context marked by volatility, uncertainty, and pressures that negatively affect mental health, social marketing emerges as a potential tool to promote positive behavioral change and, consequently, mental well-being. This research seeks to establish a relationship between social marketing campaigns and consumer mental well-being by analyzing the mediating role of variables such as perceived ad effectiveness, attitude toward the issue, self-efficacy, and behavioral intention. Using a quantitative methodology, an online survey was conducted in which participants were exposed to three distinct visual stimuli related to the fastfashion phenomenon (shock appeal, fear appeal, and informational appeal). Data were analyzed using path analysis. The results indicate that: (i) shock messages are perceived as more effective than fear-based or informational ones; (ii) perceived ad effectiveness positively influences attitude toward the issue, behavioral intention, and mental well-being; (iii) the hypotheses linking self-efficacy to attitude, attitude to behavioral intention, and behavioral intention to mental well-being were not validated. The study concludes that social marketing campaigns particularly those employing shock appeals can contribute to the promotion of mental well-being, although this relationship is complex and mediated by other factors.
Description
Keywords
Marketing social Bem-estar mental Eficácia percebida do anúncio Intenção comportamental Atitude em relação ao problema Autoeficácia