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Publicação
A comunicação digital da responsabilidade social em eventos: o estudo caso do evento da Feira de São Mateus
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Resumo(s)
No contexto atual, os consumidores mostram-se cada vez mais críticos em relação às questões de desenvolvimento sustentável, exigindo que organizações, marcas e eventos adotem práticas que influenciem positivamente o meio ambiente e a comunidade. Esta maior consciencialização tem conduzido a alterações nos comportamentos de consumo, com os indivíduos a privilegiar produtos,serviços e experiências que não contribuam para a degradação ambiental, pressionando marcas e fornecedores a ajustarem os seus processos de produção de acordo com estes princípios. A presente investigação tem como objetivo compreender de que forma a responsabilidade social se encontra interligada com a Feira de São Mateus, analisando a perceção dos seus visitantes face às redes sociais do certame. Para tal, foi desenvolvido um estudo empírico, baseado na aplicação de um inquérito dirigido a uma amostra de 104 indivíduos, direcionado especificamente para esta problemática. Paralelamente, procedeu-se à análise de conteúdos relacionados com a responsabilidade social, sustentabilidade, inclusão e comunidade nas plataformas digitais Facebook e Instagram, referentes à edição de 2025 da Feira de São Mateus. Os resultados obtidos evidenciam o impacto significativo da responsabilidade social no evento a Feira de São Mateus e refletem positivamente a perceção dos visitantes face à comunicação digital adotada. O presente estudo permitiu adquirir uma maior compreensão teórica sobre a comunicação da responsabilidade social no contexto dos eventos, e de que forma é que as ações relacionadas com a temática podem influenciar o público. Em termos práticos, os resultados oferecem a possibilidade de refletir sobre a forma como é realizada a comunicação digital alinhada a um plano de sustentabilidade.
In the current context, consumers are increasingly critical regarding issues ofsustainable development, demanding that organizations, brands, and events embrace practices that positively influence the environment and the community. This increased awareness has led to changes in consumption behaviours, with people preferring products, services, and experiences that do not contribute to environmental degradation, thereby pressuring brands and suppliers to adjust their manufacturing methods according to these principles. The present research seeks to understand how social responsibility is associated with the "Feira de São Mateus", by analysing the way that their visitors perceive the event's presence on social media. In order to achieve this goal, an empirical study was conducted based on a survey distributed to a sample of 104 individuals, specifically designed to address this issue. Simultaneously, a content analysis was conducted on their social media posts about social responsibility, sustainability, inclusion, and community that were published on Facebook and Instagram for the 2025 edition of the "Feira de São Mateus". The results emphasized the significant impact of social responsibility on the "Feira de São Mateus " event and revealed a positive perception among visitors regarding the digital communication adopted. This study provided a deeper theoretical understanding of how social responsibility communication operates within the context of events, as well as how actions related to this theme can influence audiences. In practical terms, the results offer an opportunity to reflect on how digital communication is carried out in alignment with a sustainability plan
In the current context, consumers are increasingly critical regarding issues ofsustainable development, demanding that organizations, brands, and events embrace practices that positively influence the environment and the community. This increased awareness has led to changes in consumption behaviours, with people preferring products, services, and experiences that do not contribute to environmental degradation, thereby pressuring brands and suppliers to adjust their manufacturing methods according to these principles. The present research seeks to understand how social responsibility is associated with the "Feira de São Mateus", by analysing the way that their visitors perceive the event's presence on social media. In order to achieve this goal, an empirical study was conducted based on a survey distributed to a sample of 104 individuals, specifically designed to address this issue. Simultaneously, a content analysis was conducted on their social media posts about social responsibility, sustainability, inclusion, and community that were published on Facebook and Instagram for the 2025 edition of the "Feira de São Mateus". The results emphasized the significant impact of social responsibility on the "Feira de São Mateus " event and revealed a positive perception among visitors regarding the digital communication adopted. This study provided a deeper theoretical understanding of how social responsibility communication operates within the context of events, as well as how actions related to this theme can influence audiences. In practical terms, the results offer an opportunity to reflect on how digital communication is carried out in alignment with a sustainability plan
Descrição
Palavras-chave
Eventos responsabilidade social sustentabilidade comunicação digital envolvimento nas redes sociais Feira de São Mateus Events social responsibility sustainability digital communication