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Publicidade com um propĆ³sito social: contributos para compreender o impacto do social advertising no comportamento do consumidor
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| 2.63 MB | Adobe PDF |
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Abstract(s)
O presente trabalho tem como objetivo contribuir para
investigar o impacto que o social advertising pode
apresentar no comportamento do consumidor. Pretende-se
contribuir para sustentar hipĆ³teses sobre a forma como o
social advertising Ć© percebido pelos consumidores e o
impacto que pode ter no seu processo de tomada de decisĆ£o
de compra. Do ponto de vista teĆ³rico, procurou-se
contextualizar e definir os principais conceitos do estudo:
comportamento do consumidor, social advertising e brand
authenticity. A metodologia adotada, focalizada na
populaĆ§Ć£o de consumidores entre os 18 e os 65 anos em
Portugal, foi de natureza mista. Por um lado, foi aplicado
um mĆ©todo de natureza qualitativa ā grupo focal ā tendo em
vista a anĆ”lise da perceĆ§Ć£o do social advertising por parte
dos consumidores. Por outro, foi levado a cabo um mƩtodo
de natureza quantitativa ā inquĆ©rito por questionĆ”rio ā
tendo em vista a anƔlise do impacto do social advertising no
processo de tomada de decisĆ£o de compra dos
consumidores. A investigaĆ§Ć£o permitiu identificar insights
estratƩgicos e relevantes para o aperfeiƧoamento das
campanhas de social advertising de marcas assim como
contribuir para a compreensĆ£o do nĆvel de
consciencializaĆ§Ć£o que este tipo de campanhas apresenta no
consumidor.
The following paper aims to contribute to investigating the impact that social advertising can have on consumer behavior. It seeks to support hypotheses regarding how consumers perceive social advertising as well as the impact it can have on their purchase decision-making process. From a theoretical point of view, this paper contextualized and defined key concepts: consumer behavior, social advertising, and brand authenticity. The mix nature of the methodology adopted for this research focused on the population of consumers aged between 18 to 65 years old in Portugal. From one perspective, a qualitative method was applied ā focus group ā to analyze consumers view on social advertising. Conversely, a quantitative method was conducted ā questionnaire survey ā in order to analyze the impact of social advertising on consumers purchase decision making process. Throughout this paper, it was possible to identify strategic insights that are relevant for improving brandĀ“s social advertising campaigns and contributed to understanding the level of awareness that such campaigns have among consumers.
The following paper aims to contribute to investigating the impact that social advertising can have on consumer behavior. It seeks to support hypotheses regarding how consumers perceive social advertising as well as the impact it can have on their purchase decision-making process. From a theoretical point of view, this paper contextualized and defined key concepts: consumer behavior, social advertising, and brand authenticity. The mix nature of the methodology adopted for this research focused on the population of consumers aged between 18 to 65 years old in Portugal. From one perspective, a qualitative method was applied ā focus group ā to analyze consumers view on social advertising. Conversely, a quantitative method was conducted ā questionnaire survey ā in order to analyze the impact of social advertising on consumers purchase decision making process. Throughout this paper, it was possible to identify strategic insights that are relevant for improving brandĀ“s social advertising campaigns and contributed to understanding the level of awareness that such campaigns have among consumers.
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Keywords
Marketing social Social advetising Brand authenticity