O poder da influência da internet e do Word of Mouth no consumo de produtos biológicos através das redes sociais em Portugal
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2022
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Tema:o poder da influência da internet e do word of mouth no consumo de
produtos biológicos através das redes sociais em Portugal. Delimitação: a
percepção da indústria alimentícia sobre as possibilidades lucrativas desse novo
nicho de mercado. Problema de Pesquisa: “A área de marketing das empresas
do ramo alimentício de Portugal tem conseguido identificar e trabalhar de forma
eficiente com as novas demandas de consumo de produtos biológicos no país?”.
Hipóteses: (1) Há relação entre o consumo de produtos biológicos e o consumo
de conteúdos digitais. (2) esse novo padrão de consumo é fortemente
determinado por questões socioculturais e pela influência de famosos da
internet, personalidades que poderiam ser aproveitadas pelos setores de
marketing das empresas do ramo alimentício. Justificativa: a crescente busca
do público português por alimentos mais saudáveis e sustentáveis, mostrando
que essa tendência não é apenas um modismo, mas está inserida nas mudanças
que a sociedade capitalista contemporânea deve realizar para combater a
catástrofe ecológica que se anuncia, e ainda para lutar contra as pandemias de
obesidade e de doenças relacionadas à má alimentação, tais como diabetes e
hipertensão. Objetivo geral: avaliar o impacto que as mídias e as redes sociais
têm na vida cotidiana de pessoas comuns, e como elas afetam em sua decisão
de compra de produtos alimentícios biológicos, saudáveis e sustentáveis.
Metodologia: revisão bibliográfica no repositório RCAAP (Repositório Científico
de Acesso Aberto de Portugal) e no site Google Acadêmico, buscando estudos
em língua portuguesa dos últimos 20 anos.
Theme: the power of the influence of the internet and word of mouth on the consumption of biological products through social networks in Portugal. Delimitation: the food industry's perception of the lucrative possibilities of this new market niche. Research Problem: “Has the marketing area of companies in the food sector in Portugal been able to identify and work efficiently with the new consumption demands for organic products in the country?”. Hypotheses: (1) companies in the food sector in Portugal still do not understand the new and growing demand for organic, healthier and more sustainable products, which opens up space for a large market niche that has not yet been tapped; and (2) this new pattern of consumption is strongly determined by sociocultural issues and the influence of internet celebrities, personalities that could be used by the marketing sectors of companies in the food industry. Justification: the Portuguese public's growing search for healthier and more sustainable food, showing that this trend is not just a fad, but is inserted in the changes that contemporary capitalist society must carry out to combat the ecological catastrophe that is about to come, and also to fight against pandemics of obesity and diseases related to poor diet, such as diabetes and hypertension. General objective: to assess the impact that the media and social networks have on the daily lives of common and famous people, and how they affect their decision to purchase organic, healthy and sustainable food products. Methodology: bibliographical review in the RCAAP repository (Scientific Open Access Repository of Portugal) and in the Google Academic website, seeking studies in Portuguese from the last 20 years.
Theme: the power of the influence of the internet and word of mouth on the consumption of biological products through social networks in Portugal. Delimitation: the food industry's perception of the lucrative possibilities of this new market niche. Research Problem: “Has the marketing area of companies in the food sector in Portugal been able to identify and work efficiently with the new consumption demands for organic products in the country?”. Hypotheses: (1) companies in the food sector in Portugal still do not understand the new and growing demand for organic, healthier and more sustainable products, which opens up space for a large market niche that has not yet been tapped; and (2) this new pattern of consumption is strongly determined by sociocultural issues and the influence of internet celebrities, personalities that could be used by the marketing sectors of companies in the food industry. Justification: the Portuguese public's growing search for healthier and more sustainable food, showing that this trend is not just a fad, but is inserted in the changes that contemporary capitalist society must carry out to combat the ecological catastrophe that is about to come, and also to fight against pandemics of obesity and diseases related to poor diet, such as diabetes and hypertension. General objective: to assess the impact that the media and social networks have on the daily lives of common and famous people, and how they affect their decision to purchase organic, healthy and sustainable food products. Methodology: bibliographical review in the RCAAP repository (Scientific Open Access Repository of Portugal) and in the Google Academic website, seeking studies in Portuguese from the last 20 years.
Descrição
Orientação: Miguel Nuno Varela
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, INDÚSTRIA ALIMENTAR, MARKETING, PRODUTOS ALIMENTARES, COMMUNICATION, FOOD INDUSTRY, MARKETING, FOOD