O impacto do marketing emocional no comportamento do consumidor : uma perspetiva da covid-19
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2022
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O presente estudo procura investigar a influência do Marketing Emocional no comportamento do consumidor, mediante a criação de campanhas publicitárias em vídeo divulgadas em meios digitais e anúncios televisivos. O objetivo geral é analisar campanhas publicitárias das empresas Bertrand, NOS e Vodafone criadas durante a pandemia de COVID-19, e como estas influenciaram a população numa altura particularmente frágil para os consumidores, em que estes se viram obrigados a mudar hábitos de consumo, trabalho e convívio.
Foi realizada uma revisão da literatura que pretendeu discutir como as emoções influenciam o comportamento do consumidor e, a partir desse ponto, desenvolveu-se uma investigação. Para o enriquecimento do projeto optou-se por adotar uma abordagem mista, ou seja, por utilizar métodos de investigação qualitativos e quantitativos. No caso da metodologia qualitativa, foram analisados os comentários das três campanhas publicitária no Youtube, Facebook e Instagram, com o intuito de perceber a repercussão nas redes sociais. Para além disso, procurou-se identificar as emoções presentes nas campanhas e as principais mudanças verificadas no comportamento dos consumidores. No âmbito da investigação quantitativa, foi ainda realizado um questionário aplicado a 130 pessoas, em que foi possível obter mais ilações sobre os temas acima referidos. As principais conclusões apontam para o sucesso das campanhas junto dos consumidores.
This study seeks to investigate the influence of Emotional Marketing on consumer behaviour, through the creation of video advertising campaigns disseminated in digital media and television commercials. The general objective is to analyse Bertrand, NOS and Vodafone advertising campaigns created during the COVID-19 pandemic, and how these influenced the population at a particularly fragile time for consumers, when they were forced to change habits of consumption, work and conviviality. A literature review was carried out to discuss how emotions influence consumer behaviour and, from this point, an investigation was developed. For the enrichment of the project it was opted to adopt a mixed approach, that is, to use qualitative and quantitative research methods. In the case of the qualitative methodology, the comments of the three advertising campaigns on Youtube, Facebook and Instagram were analysed, in order to understand the repercussion on the social networks. Furthermore, it was sought to identify the emotions present in the campaigns and the main changes verified in consumer behaviour. Within the scope of the quantitative research, a questionnaire applied to 130 people was also carried out, in which it was possible to obtain more lessons on the above mentioned themes. The main conclusions point to the success of the campaigns with consumers.
This study seeks to investigate the influence of Emotional Marketing on consumer behaviour, through the creation of video advertising campaigns disseminated in digital media and television commercials. The general objective is to analyse Bertrand, NOS and Vodafone advertising campaigns created during the COVID-19 pandemic, and how these influenced the population at a particularly fragile time for consumers, when they were forced to change habits of consumption, work and conviviality. A literature review was carried out to discuss how emotions influence consumer behaviour and, from this point, an investigation was developed. For the enrichment of the project it was opted to adopt a mixed approach, that is, to use qualitative and quantitative research methods. In the case of the qualitative methodology, the comments of the three advertising campaigns on Youtube, Facebook and Instagram were analysed, in order to understand the repercussion on the social networks. Furthermore, it was sought to identify the emotions present in the campaigns and the main changes verified in consumer behaviour. Within the scope of the quantitative research, a questionnaire applied to 130 people was also carried out, in which it was possible to obtain more lessons on the above mentioned themes. The main conclusions point to the success of the campaigns with consumers.
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Sandes, Fábio Shimabukuro, orient.
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, COMMUNICATION, PUBLICIDADE, ADVERTISING, EMOÇÕES, EMOTIONS, MARKETING DIGITAL, DIGITAL MARKETING, COVID-19