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Authors
Advisor(s)
Abstract(s)
As transformações digitais, dos planos de operações das empresas e dos consumidores em si
têm vindo a ser alvo de múltiplas investigações. A digitalização surge como um facilitador da
experiência comercial, permitindo a existência de um canal aberto de comunicação entre marcas e
pessoas. O presente estudo tem como pano de fundo os anúncios in-stream, quais as atitudes geradas no
consumidor diretamente relacionadas com este tipo de anúncios e qual o valor que lhes é indexado. O
consumidor tem um papel de destaque neste estudo, pelo que uma análise detalhada relativa às atitudes
deste torna-se essencial. Com isto, traça-se como objetivo o delinear das relações entre o valor da
publicidade e as atitudes geradas em relação ao anúncio e à própria marca anunciada.
De modo a cumprir com os objetivos propostos, foi conduzido um estudo explanatório e adotado
o método de inquérito por questionário, com 147 respostas válidas. Para a análise do questionário
utilizou-se o método de modelagem de equações estruturais de mínimos quadrados (PLS_SEM). Os
resultados confirmam a influência positiva do entretenimento e do carácter informativo e a influência
negativa da irritação no valor da publicidade. A relação entre o apelo emocional e o valor da publicidade
acaba por ser a única relação não confirmada no presente estudo. É importante apontar também que os
resultados deste estudo confirmam a importância da atitude em relação à marca na intenção de compra
do consumidor.
A importância do estudo prende-se com o entendimento consolidado dos anúncios num âmbito
que é considerado, pelos consumidores, como maioritariamente intrusivo. Por esta dimensão da
publicidade digital se considerar atrativa, um estudo aprofundado servirá de ferramenta estratégica para
as empresas que queiram tomar decisões informadas e rentáveis.
Digital and businesses transformations aligned with the mutations of the consumer itself have been the subject of multiple investigations. Digitalization emerges as a facilitator of the commercial experience, allowing the existence of an open channel of communication between brands and people. The present study refers in-stream ads as the main theme, focusing on which attitudes the consumer generates toward this type of ads and the value that is indexed to them. The consumer has a prominent role in this study, so a detailed analysis of its attitudes becomes essential. As so, the aim is to outline the relationships between advertising value and the attitudes toward the ad and the brand itself. To comply with the proposed, an explanatory study was conducted, and it was adopted the questionnaire survey method, with a total of 147 valid answers. To analyze the questionnaire, the method of modeling structural equations of least squares (PLS-SEM) was used. The results found confirm the positive influence of entertainment and informativeness and the negative influence of irritation on the value of advertising. The relationship between emotional appeal and the value of advertising turns out to be the only relationship not confirmed by the present study. It is important to point out that the results place the attitude toward the brand as a significant intermediary between the attitude toward the ad and the consumer’s purchase intention. The importance of this study relates to the consolidation of the understanding of the advertisements in an area that is considered by consumers to be mostly intrusive. Because this dimension of digital advertising being considered by most enterprises as attractive, an in-depth study will serve as a strategic tool for companies that want to make informed and profitable decisions.
Digital and businesses transformations aligned with the mutations of the consumer itself have been the subject of multiple investigations. Digitalization emerges as a facilitator of the commercial experience, allowing the existence of an open channel of communication between brands and people. The present study refers in-stream ads as the main theme, focusing on which attitudes the consumer generates toward this type of ads and the value that is indexed to them. The consumer has a prominent role in this study, so a detailed analysis of its attitudes becomes essential. As so, the aim is to outline the relationships between advertising value and the attitudes toward the ad and the brand itself. To comply with the proposed, an explanatory study was conducted, and it was adopted the questionnaire survey method, with a total of 147 valid answers. To analyze the questionnaire, the method of modeling structural equations of least squares (PLS-SEM) was used. The results found confirm the positive influence of entertainment and informativeness and the negative influence of irritation on the value of advertising. The relationship between emotional appeal and the value of advertising turns out to be the only relationship not confirmed by the present study. It is important to point out that the results place the attitude toward the brand as a significant intermediary between the attitude toward the ad and the consumer’s purchase intention. The importance of this study relates to the consolidation of the understanding of the advertisements in an area that is considered by consumers to be mostly intrusive. Because this dimension of digital advertising being considered by most enterprises as attractive, an in-depth study will serve as a strategic tool for companies that want to make informed and profitable decisions.
Description
Mestrado Bolonha em Marketing
Keywords
publicidade digital anúncios in-stream valor da publicidade atitudes aos anúncios instream atitudes à marca intenção de compra digital advertising in-stream ads advertising value attitude toward the ad attitude toward the brand purchase intention
Pedagogical Context
Citation
Vicente, Maria Helena Portela (2022). “As atitudes dos consumidores em relação aos anúncios in-stream”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão