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O impacto da comunicação digital de uma marca automóvel no consumer engagement
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Orientador(es)
Resumo(s)
A comunicação digital tem sido cada vez mais utilizada pelas marcas como uma forma de aproximação com diversos públicos online fazendo com que os consumidores passem a interagir cada vez mais com as mesmas. A comunicação digital, assim como a tradicional, pode adotar diferentes tipo de apelo (emocional ou racional) e tem variado de forma mais constante o criador do conteúdo, ora desenvolvido pelo consumidor (user generated content - UGC) ora pela própria empresa (brand generated content - BGC). Assim, este estudo analisou o impacto da comunicação digital no consumer engagament de uma marca de automóvel tendo em conta diferentes tipos de apelo bem como do criador do próprio conteúdo. Além disso, esta dissertação pretende explorar se as comunicações digitais podem alterar a perceção de autenticidade das marcas e qual o impacto destas no consumer engagement. Posto isto, foi realizado um estudo experimental com quatro comunicações digitais diferentes: dois deles UGC e outros dois BGC, cruzados com apelos emocionais e racionais. Neste estudo participaram 250 indivíduos e os resultados demonstraram que o tipo de apelo racional é igualmente valorizado pelos consumidores de automóveis em relação ao apelo emocional na formação de engagement. O criador de conteúdo (UGC e BGC) também revelou não ser um fator significativo no engagement dos consumidores com a marca do anúncio. Além disso, a autenticidade não revelou o efeito mediador esperado. Portanto, este trabalho adiciona relevância à área de comunicação digital e discute a necessidade de investigações adicionais abordando outros fatores relevantes.
Digital communication has been increasingly used by brands as a way of approaching different online audiences, causing consumers to increasingly interact with them. Digital communication, as well as traditional communication, can adopt different types of appeal (emotional or rational) and the content creator has varied more constantly, it can sometimes be developed by the consumer (user generated content - UGC) and sometimes by the company itself (brand generated content - BGC). Therefore, this study analyzed the impact of digital communication on consumer engagement of an automobile brand, considering different types of appeal as well as the creator of the content itself. Furthermore, this dissertation aims to explore whether digital communications can change the perception of brand authenticity and what their impact is on consumer engagement. That said, an experimental study was carried out with four different digital communications: two of them UGC and two others BGC, crossed with emotional and rational appeals. 250 individuals participated in this study and the results demonstrated that the type of rational appeal is equally valued by car consumers in relation to the emotional appeal in the formation of engagement. The content creator (UGC and BGC) also revealed not to be a significant factor in consumer engagement with the ad brand. Furthermore, authenticity did not reveal the expected mediating effect. Therefore, this work adds relevance to the area of digital communication and discusses the need for additional investigations addressing other relevant factors.
Digital communication has been increasingly used by brands as a way of approaching different online audiences, causing consumers to increasingly interact with them. Digital communication, as well as traditional communication, can adopt different types of appeal (emotional or rational) and the content creator has varied more constantly, it can sometimes be developed by the consumer (user generated content - UGC) and sometimes by the company itself (brand generated content - BGC). Therefore, this study analyzed the impact of digital communication on consumer engagement of an automobile brand, considering different types of appeal as well as the creator of the content itself. Furthermore, this dissertation aims to explore whether digital communications can change the perception of brand authenticity and what their impact is on consumer engagement. That said, an experimental study was carried out with four different digital communications: two of them UGC and two others BGC, crossed with emotional and rational appeals. 250 individuals participated in this study and the results demonstrated that the type of rational appeal is equally valued by car consumers in relation to the emotional appeal in the formation of engagement. The content creator (UGC and BGC) also revealed not to be a significant factor in consumer engagement with the ad brand. Furthermore, authenticity did not reveal the expected mediating effect. Therefore, this work adds relevance to the area of digital communication and discusses the need for additional investigations addressing other relevant factors.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Apelo Emocional Apelo Racional User Generated Content Brand Generated Content Autenticidade Consumer Engagement Comunicação Digital Marca Automóvel Emotional Appeal Rational Appeal Authenticity Digital Communication Automobile Brand Emotional Appeal; Rational Appeal; User Generated Content; Brand Generated Content; Authenticity; Consumer Engagement; Digital Communication; Automobile Brand
Contexto Educativo
Citação
Sarmento, Diogo Artur Cabral Neves de Lemos (2023). “O impacto da comunicação digital de uma marca automóvel no consumer engagement”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão