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Advisor(s)
Abstract(s)
Nesta dissertação, estudou-se o uso de ativismos sociais pelas marcas e empresas como
instrumentos de melhoria e de consolidação da sua comunicação e respetivo posicionamento.
Para este estudo definiram-se três principais objetivos: 1) Perceber como é que o consumidor
se sente em relação às marcas que utilizam as suas campanhas e as suas redes sociais como
plataformas de ativismo; 2) Identificar quais são as pautas sociais que os consumidores
tendem a aceitar que as marcas sinalizem nas suas campanhas e publicações, assim como
quais os temas que apresentam um uso mais arriscado; 3) Analisar o impacto sobre o brand
equity e o que isso pode ocasionar sobre o nível de consumo e buzz de uma marca, com o
aparecimento, inclusive, de novos consumidores. Numa primeira parte, a revisão da literatura
expõe a evolução do marketing até ao surgimento do conceito de brand activism. Percebe-se,
assim, como é que esta nova forma de posicionamento tem consolidado a relação das marcas
perante os diversos públicos-alvo e como é que é geradora, em si, de mudanças. Para o
desenvolvimento deste projeto, foram levadas a cabo várias investigações com o recurso
tanto a questionários como a entrevistas online. O propósito da metodologia foi principalmente
exploratório e aconteceu entre outubro de 2019 e agosto de 2020. A análise dos resultados
permitiu então obter uma maior visão sobre os diversos tipos de ativismo e quais são aqueles
em que as marcas podem, ou não, envolver-se em determinados assuntos do ponto de vista
do consumidor, além do reconhecimento da importância do ativismo das marcas pelo público
no seu geral.
ABSTRACT: In this dissertation, was studied the use of social activism by brands and companies as instruments for improving and consolidating their communication and respective positioning. For this study, three main objectives were defined: 1) Understand how the consumer feels about the brands that use their campaigns and their social networks as platforms for activism; 2) Identify which are the social guidelines that consumers tend to accept that brands flag in their campaigns and publications, as well as which themes present a more risk to use; 3) Analyze the impact on brand equity and what it can cause on the level of consumption and buzz of a brand, with the arrival, even, of new consumers. In the first part, the literature review exposes the evolution of marketing until the appearance of the concept of brand activism. It is clear, therefore, how this new way of positioning has consolidated the relationship of trademarks towards the various audiences and how it generates changes. For the development of this project, several investigations were carried out using questionnaires and online interviews. The purpose of the methodology was mainly exploratory and took place between October 2019 and August 2020. The analysis of the results allowed us to get a greater view of the different types of activism and which are those that brands may or may not be involved, in addition to the recognition of the importance of brand activism by the public in general.
ABSTRACT: In this dissertation, was studied the use of social activism by brands and companies as instruments for improving and consolidating their communication and respective positioning. For this study, three main objectives were defined: 1) Understand how the consumer feels about the brands that use their campaigns and their social networks as platforms for activism; 2) Identify which are the social guidelines that consumers tend to accept that brands flag in their campaigns and publications, as well as which themes present a more risk to use; 3) Analyze the impact on brand equity and what it can cause on the level of consumption and buzz of a brand, with the arrival, even, of new consumers. In the first part, the literature review exposes the evolution of marketing until the appearance of the concept of brand activism. It is clear, therefore, how this new way of positioning has consolidated the relationship of trademarks towards the various audiences and how it generates changes. For the development of this project, several investigations were carried out using questionnaires and online interviews. The purpose of the methodology was mainly exploratory and took place between October 2019 and August 2020. The analysis of the results allowed us to get a greater view of the different types of activism and which are those that brands may or may not be involved, in addition to the recognition of the importance of brand activism by the public in general.
Description
Keywords
Ativismo de marcas Posicionamento Consumo Ativismo social