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Abstract(s)
O advento da Internet potencializou o desenvolvimento do ciberespaço a ponto de criar redes sociais que hoje são usadas por pessoas de todo o mundo, como o YouTube. Dessa forma, os seus utilizadores conectam-se entre si por terem interesses, objetivos e valores em comum. Desde o surgimento da Covid-19, o mundo enfrentou um grande desafio e, ao mesmo tempo, as pessoas redescobriram formas de se comunicar à distância. As marcas precisaram ampliar a sua presença digital e adaptar os seus discursos, enquanto criadores de conteúdo, como os Youtubers, tornaram-se cada vez mais comuns na vida da sociedade. Neste sentido, a presente dissertação tem como principal objetivo analisar as plataformas digitais, nomeadamente a plataforma YouTube, focando-se nos seus criadores e no modo como estes, na pandemia e subsequentemente durante o confinamento, cativaram os seus seguidores, mantendo-os entretidos e fixados no seu conteúdo. Deste modo, analisou-se o conteúdo de vários criadores na rede social YouTube, através de grelhas de análise e observação de gráficos, assim como as respostas de uma entrevista exemplificativa para perceber quais as estratégias de criatividade utilizadas e verificar os níveis de engagement do público. A partir dos resultados, identificou-se que o uso do humor é uma estratégia recorrente para viabilizar a comunicação perante os seus subscritores, bem como manter a consistência e a adaptação do conteúdo apresentado pelos Youtubers
The advent of the Internet leveraged the development of cyberspace to the point of creating social networks that are now used by people all over the world, such as YouTube. In this way, its users connect with each other because they have interests, goals, and values in common. Since the emergence of Covid-19, the world has faced a great challenge and, at the same time, people have rediscovered ways to communicate from a distance. brands needed to expand their digital presence and adapt their discourses, while content creators, such as Youtubers, became increasingly common in society's life. In this sense, the main objective of this dissertation is to analyze digital platforms, namely the YouTube platform, focusing on their creators and how these, in the pandemic and subsequently during confinement, captivated their followers, keeping them entertained and fixed in its content. In this way, the content of various creators on the social network YouTube was analysed, through analysis grids and observation of graphs, as well as the responses of an exemplary interview to be able to understand which creativity strategies were used and to verify which levels of public engagement. From the results, it was identified that the use of humor is a recurrent strategy to enable communication with subscribers, as well as to maintain consistency and adaptation of the content presented by Youtubers.
The advent of the Internet leveraged the development of cyberspace to the point of creating social networks that are now used by people all over the world, such as YouTube. In this way, its users connect with each other because they have interests, goals, and values in common. Since the emergence of Covid-19, the world has faced a great challenge and, at the same time, people have rediscovered ways to communicate from a distance. brands needed to expand their digital presence and adapt their discourses, while content creators, such as Youtubers, became increasingly common in society's life. In this sense, the main objective of this dissertation is to analyze digital platforms, namely the YouTube platform, focusing on their creators and how these, in the pandemic and subsequently during confinement, captivated their followers, keeping them entertained and fixed in its content. In this way, the content of various creators on the social network YouTube was analysed, through analysis grids and observation of graphs, as well as the responses of an exemplary interview to be able to understand which creativity strategies were used and to verify which levels of public engagement. From the results, it was identified that the use of humor is a recurrent strategy to enable communication with subscribers, as well as to maintain consistency and adaptation of the content presented by Youtubers.
Description
Keywords
Marketing Digital Comportamento do consumidor Engagement Criatividade Influencer Pandemia Covid-19 Digital Marketing YouTube Consumer Behaviour Engagement Creativity Influencer Covid-19 Pandemic.