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A Importância da Presença das Agências de Marketing no Youtube e no TikTok
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| 1.41 MB | Adobe PDF |
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Abstract(s)
O presente relatório de estágio analisa a importância da presença das agências de marketing nas redes sociais, com foco nas plataformas YouTube e TikTok. O estudo pretende demonstrar como estas redes impactam a comunicação digital das agências, influenciam o comportamento dos consumidores e reforçam a notoriedade no mercado. Para alcançar este objetivo, foi utilizada uma abordagem metodológica que combina um enquadramento técnico e científico com a análise empírica. Esse enquadramento permitiu teorizar as variáveis em estudo, nomeadamente o engagement, notoriedade, confiança, word of mouth (WOM) e intenção de compra. A análise empírica incluiu a formulação de quatro hipóteses de investigação, validadas através de uma metodologia quantitativa de recolha de dados. Os resultados confirmam que todas as variáveis analisadas apresentam uma relação positiva com o engagement, destacando a relevância destas plataformas para a construção da identidade e credibilidade das agências. Os dados demonstram que uma presença ativa no YouTube e TikTok contribui significativamente para aumentar a notoriedade, fortalecer a confiança, estimular o WOM e incentivar a intenção de compra, refletindo diretamente no crescimento e competitividade das agências .As implicações do estudo reforçam a necessidade de estratégias de conteúdo que promovam o engagement, apostando em formatos autênticos, criativos e alinhados com as preferências dos utilizadores. Para a gestão, destaca-se a importância de manter uma frequência consistente de publicação e explorar conteúdos inovadores que incentivem a participação do público. Como futuras investigações, sugere-se a análise do impacto da personalização de conteúdos e do uso da inteligência artificial nas estratégias de marketing digital.
This internship report analyzes the importance of marketing agencies' presence on social media, focusing on the YouTube and TikTok platforms. The study aims to demonstrate how these networks impact the digital communication of marketing agencies, the influence on consumer behavior and reinforcement of brand awareness.To achieve this goal, a methodological approach was used that combines a technical and scientific framework with an empirical analysis. This framework made it possible to theorize the variables under study, such as brand engagement, brand awareness, brand trust, word of mouth and purchase intention. The empirical analysis included the formulation of four research hypotheses, validated through a quantitative data collection methodology.The results confirm that all variables analyzed have a positive connection with engagement, highlighting the relevance of these platforms for building the identity and credibility of agencies. The results show that an active presence on YouTube and TikTok contributes significantly to increasing awareness, strengthening trust, stimulating WOM and encouraging purchase intent, directly reflecting on the growth and competitiveness of marketing agencies.The implications of the study reinforce the need for content strategies that promote engagement, focusing on authentic, creative formats aligned with user preferences. For management, the importance of maintaining consistent publication frequency and exploring innovative content that encourages public participation stands out. As future research, it is suggested to analyze the impact of content customization and the use of artificial intelligence in digital marketing strategies.
This internship report analyzes the importance of marketing agencies' presence on social media, focusing on the YouTube and TikTok platforms. The study aims to demonstrate how these networks impact the digital communication of marketing agencies, the influence on consumer behavior and reinforcement of brand awareness.To achieve this goal, a methodological approach was used that combines a technical and scientific framework with an empirical analysis. This framework made it possible to theorize the variables under study, such as brand engagement, brand awareness, brand trust, word of mouth and purchase intention. The empirical analysis included the formulation of four research hypotheses, validated through a quantitative data collection methodology.The results confirm that all variables analyzed have a positive connection with engagement, highlighting the relevance of these platforms for building the identity and credibility of agencies. The results show that an active presence on YouTube and TikTok contributes significantly to increasing awareness, strengthening trust, stimulating WOM and encouraging purchase intent, directly reflecting on the growth and competitiveness of marketing agencies.The implications of the study reinforce the need for content strategies that promote engagement, focusing on authentic, creative formats aligned with user preferences. For management, the importance of maintaining consistent publication frequency and exploring innovative content that encourages public participation stands out. As future research, it is suggested to analyze the impact of content customization and the use of artificial intelligence in digital marketing strategies.
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Keywords
Marketing Digital Redes Sociais Youtube TikTok Engagement