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Advisor(s)
Abstract(s)
À medida que a sociedade avança e se transforma, também as suas perceções e comportamentos se modificam. A qualidade de um produto ou serviço e o seu preço já não são os únicos fatores determinantes na decisão de compra e evidencia-se cada vez mais a procura do consumidor por marcas que tenham valores que vão de encontro aos seus. Assim, surge o storytelling como uma técnica persuasiva que prima pela transmissão de narrativas emotivas que despertam sentimentos no consumidor. Nesse sentido, o presente estudo pretende compreender qual a influência exercida pelo storytelling audiovisual no comportamento dos estudantes do Ensino Superior: nas suas práticas de consumo nas suas perceções face à notoriedade das marcas. O estudo de natureza quantitativa fez uso de um inquérito por questionário que obteve respostas de 92 alunos da Escola Superior de Educação de Viseu pertencentes aos 3 anos da Licenciatura em Publicidade e Relações Públicas, da Licenciatura em Comunicação Social e da Licenciatura em Artes Plásticas e Multimédia. Os resultados obtidos permitem compreender que na sua generalidade o storytelling audiovisual exerce uma influência positiva no consumidor jovem, tendo um papel de relevo nas suas práticas de consumo e gerando confiança e identificação com as marcas. Os dados analisados parecem indiciar que o uso desta técnica leva a que se atribua significado à marca, levando, consequentemente, a um aumento da notoriedade na perceção do consumidor.
As society advances and changes, so do their perceptions and behavior. The quality of a product or service or it’s price are no longer the only determining factors in the purchase decision and the consumer demand for brands that have values matching theirs is increasingly evident. Thus, storytelling emerges as a persuasive technique that excels in the transmission of emotional narratives that arouse feelings in the consumer. In this sense, the present study intends to qualify the influence exerted by audiovisual storytelling in the behavior of Higher Education students: in their consumption practices and in their perceptions regarding the notoriety of brands. The study of quantitative nature made use of a questionnaire survey that was answered by 92 students of the Escola Superior de Educação de Viseu belonging to the 3 years of the Degree in Advertising and Public Relations, Degree in Social Communication and Degree in Plastic Arts and Multimedia. The results obtained allow us to understand that, in general, audiovisual storytelling has a positive influence on young consumers, having a prominent role in their consumption practices, generating trust and identification with brands. The analyzed data seem to indicate that the use of this technique leads to a meaning given to the brand, leading, consequently, to an increase in notoriety in the consumer's perception.
As society advances and changes, so do their perceptions and behavior. The quality of a product or service or it’s price are no longer the only determining factors in the purchase decision and the consumer demand for brands that have values matching theirs is increasingly evident. Thus, storytelling emerges as a persuasive technique that excels in the transmission of emotional narratives that arouse feelings in the consumer. In this sense, the present study intends to qualify the influence exerted by audiovisual storytelling in the behavior of Higher Education students: in their consumption practices and in their perceptions regarding the notoriety of brands. The study of quantitative nature made use of a questionnaire survey that was answered by 92 students of the Escola Superior de Educação de Viseu belonging to the 3 years of the Degree in Advertising and Public Relations, Degree in Social Communication and Degree in Plastic Arts and Multimedia. The results obtained allow us to understand that, in general, audiovisual storytelling has a positive influence on young consumers, having a prominent role in their consumption practices, generating trust and identification with brands. The analyzed data seem to indicate that the use of this technique leads to a meaning given to the brand, leading, consequently, to an increase in notoriety in the consumer's perception.
Description
Keywords
Storytelling Audiovisual Narrativa publicitária Consumidor Marca Audiovisual Storytelling Advertising Narrative Consumer Brand