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Authors
Advisor(s)
Abstract(s)
icativamente, não sendo a indústria cinematográfica exceção a este fenómeno. É cada vez
mais relevante para as produtoras e distribuidoras compreenderem como o conteúdo relacionado
com os seus filmes nestas plataformas pode potenciar as suas estratégias de comunicação.
Neste contexto, esta investigação pretende analisar a relevância do UGC (User-Generated
Content) e do FGC (Firm-Generated Content) sobre filmes nas redes sociais, e como estes
influenciam o consumer engagement e a intenção de compra de bilhetes de cinema, mediados
através da credibilidade do conteúdo. Explora-se também o papel moderador do tipo de ato de fala
utilizado.
O presente estudo é de natureza causal e a foi adotada uma abordagem mono-método
quantitativa. A recolha de dados foi realizada através de um questionário online, recorrendo a uma
amostra não probabilística, composta por 198 respostas válidas, num horizonte temporal crosssectional.
Contrariamente ao esperado, os resultados evidenciam que o FGC demonstra ter um
impacto superior no consumer engagement com o filme promovido, comparativamente ao UGC.
Verifica-se também que existe uma relação entre o criador de conteúdo e o consumer engagement,
bem como a intenção de compra, através do efeito mediador da credibilidade. Relativamente aos
atos de fala, os resultados sugerem a presença de um efeito marginalmente moderador destes no
modelo.
Este estudo evidencia a importância da comunicação nas redes sociais, no contexto da
indústria cinematográfica, realçando a relevância da credibilidade do conteúdo. A utilização eficaz
destas plataformas como uma ferramenta de marketing permite uma maior interação por parte dos
utilizadores e potencia a compra de bilhetes de cinema. O estudo contribui também para aprofundar
a investigação sobre variáveis ainda pouco exploradas, como a credibilidade da mensagem, e a sua
relação com os demais elementos do modelo.
The use of social media as a means of promotion has grown significantly, and the film industry is no exception to this phenomenon. It is increasingly important for producers and distributors to understand how content related to their films on these platforms can enhance their communication strategies. In this context, this research aims to analyze the relevance of UGC (User-Generated Content) and FGC (Firm-Generated Content) about films on social media, and how they influence consumer engagement and the intention to purchase cinema tickets, mediated by the perception of credibility. It also explores the moderating role of the type of speech act used. This study is causal in nature and adopts a quantitative mono-method approach. Data collection was carried out through an online questionnaire, using a non-probabilistic sample consisting of 198 valid responses, in a cross-sectional time frame. Contrary to expectations, the results show that FGC has a greater impact on consumer engagement with the promoted film compared to UGC. It is also verified that there is a relationship between the content creator and consumer engagement, as well as purchase intention, through the mediating effect of credibility. Regarding speech acts, the results suggest the presence of a marginally moderating effect in the model. This study highlights the importance of communication on social media within the film industry context, emphasizing the relevance of the perception of content credibility. The effective use of these platforms as a marketing tool allows for greater user interaction and boosts cinema ticket sales. The study also contributes to deepening research on still underexplored variables, such as message credibility, and its relationship with other elements of the model.
The use of social media as a means of promotion has grown significantly, and the film industry is no exception to this phenomenon. It is increasingly important for producers and distributors to understand how content related to their films on these platforms can enhance their communication strategies. In this context, this research aims to analyze the relevance of UGC (User-Generated Content) and FGC (Firm-Generated Content) about films on social media, and how they influence consumer engagement and the intention to purchase cinema tickets, mediated by the perception of credibility. It also explores the moderating role of the type of speech act used. This study is causal in nature and adopts a quantitative mono-method approach. Data collection was carried out through an online questionnaire, using a non-probabilistic sample consisting of 198 valid responses, in a cross-sectional time frame. Contrary to expectations, the results show that FGC has a greater impact on consumer engagement with the promoted film compared to UGC. It is also verified that there is a relationship between the content creator and consumer engagement, as well as purchase intention, through the mediating effect of credibility. Regarding speech acts, the results suggest the presence of a marginally moderating effect in the model. This study highlights the importance of communication on social media within the film industry context, emphasizing the relevance of the perception of content credibility. The effective use of these platforms as a marketing tool allows for greater user interaction and boosts cinema ticket sales. The study also contributes to deepening research on still underexplored variables, such as message credibility, and its relationship with other elements of the model.
Description
Keywords
Cinema Consumer Engagement Credibilidade Criador de Conteúdo Intenção de Compra Credibility Content Creator Purchase Intention
Pedagogical Context
Citation
Antunes, Marta Ponciano (2025). “A promoção de filmes nas redes sociais e o seu impacto no consumer engagement e na intenção de compra de bilhetes de cinema”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão