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Abstract(s)
A investigação teve como objetivo analisar o impacto do marketing nos hábitos de
saúde da população portuguesa. Foi realizada uma revisão abrangente da literatura sobre
marketing social e seu impacto na promoção da saúde. A revisão forneceu informações valiosas
sobre o papel do marketing em alterar as perceções do público e, influenciar o comportamento
do consumidor face à sua saúde. Duzentas e vinte e duas pessoas responderam a um
questionário para recolher dados sobre o impacto do marketing na promoção da saúde. Os
resultados mostraram que a maioria dos entrevistados, considera como crucial a comunicação
que promove hábitos saudáveis para a sociedade. Os resultados indicaram que as campanhas
de sensibilização têm potencial para melhorar a qualidade de vida das pessoas, tendo um
número significativo de inquiridos afirmado que estas campanhas tiveram um impacto tangível
nas suas próprias vidas, levando a uma mudança de comportamento, ou crenças em relação aos
cuidados de saúde.
Os resultados desta investigação fornecem informações importantes sobre o impacto do
marketing na promoção da saúde, destacando a importância deste na difusão de bons hábitos
da saúde e na mudança de estilos de vida para uma direção mais saudável.
Ao entender o papel do marketing na saúde, e na formação do comportamento do
consumidor, podem ser criadas estratégias eficazes para promover comportamentos saudáveis
e prevenir doenças.
ABSTRACT: The research aimed to analyze the impact of marketing on the health of the Portuguese population. A comprehensive review of the literature on social marketing and its impact on health promotion was carried out. The review provided valuable insights into the role of marketing in changing public perceptions and influencing consumer health behavior. Two hundred and twenty-two people were submitted to a questionnaire to collect data on the impact of marketing on health promotion. The results showed that most respondents considered communication that promotes healthy habits crucial for society. The results indicated that awareness campaigns have the potential to improve people's quality of life, with a significant number of respondents stating that these campaigns had a tangible impact on their own lives, leading to a change in behavior or beliefs regarding care. of health. The results of this investigation provide important information about the impact of marketing on health promotion, highlighting the importance of marketing on health promotion and changing lifestyles towards a healthier direction. By understanding the role of marketing in promoting health and shaping consumer behavior, we can create effective strategies to promote healthy behaviors and prevent disease.
ABSTRACT: The research aimed to analyze the impact of marketing on the health of the Portuguese population. A comprehensive review of the literature on social marketing and its impact on health promotion was carried out. The review provided valuable insights into the role of marketing in changing public perceptions and influencing consumer health behavior. Two hundred and twenty-two people were submitted to a questionnaire to collect data on the impact of marketing on health promotion. The results showed that most respondents considered communication that promotes healthy habits crucial for society. The results indicated that awareness campaigns have the potential to improve people's quality of life, with a significant number of respondents stating that these campaigns had a tangible impact on their own lives, leading to a change in behavior or beliefs regarding care. of health. The results of this investigation provide important information about the impact of marketing on health promotion, highlighting the importance of marketing on health promotion and changing lifestyles towards a healthier direction. By understanding the role of marketing in promoting health and shaping consumer behavior, we can create effective strategies to promote healthy behaviors and prevent disease.
Description
Keywords
Saúde Marketing social Atitude em relação ao anúncio Comportamentos Impacto