Entre o apelo social e o promocional
um estudo sobre o impacto do conteúdo de comunicação em tempos de covid-19
DOI:
https://doi.org/10.34629/cpublica.260Palavras-chave:
conteúdo de comunicação, redes sociais, publicidade online, covid-19Resumo
Este estudo explora as implicações do conteúdo de comunicação face ao contexto pandémico e à relevância das redes sociais durante esse período. O objetivo foi verificar de que forma a manipulação do conteúdo de uma publicidade online em uma rede social influenciaria a intenção de compra, o quociente emocional e o envolvimento dos consumidores. Foi levada a cabo uma pesquisa causal, através da realização de um experimento de um fator, entre-sujeitos, em que a variável independente – conteúdo da comunicação – foi manipulada em dois âmbitos: social e promocional. Ao obtermos suporte para as hipóteses, torna-se perceptível que a implementação de uma estratégia de conteúdo de comunicação que considere as preocupações contextuais emergentes pode tornar-se uma vantagem competitiva, pois os consumidores valorizam mais um comportamento pró-social e responsável da empresa do que as suas ofertas promocionais.
Downloads
Referências
Accenture. (2020). How COVID-19 will permanently change consumer behaviour. https://www.accenture.com/us-en/insights/consumer-goods-services/coronavirus-consumer-behavior-research
Arrate Galán, A., González Cabañas, J., Cuevas, Á., Calderón, M. & Cuevas Rumin, R. (2019). Large-scale analysis of user exposure to online advertising on Facebook, IEEE access, 7, 11959-11971. https://doi.org/10.1109/ACCESS.2019.2892237
Azer, J., Blasco-Arcas, L. & Harrigan, P. (2021). #COVID-19: Forms and drivers of social media users’ engagement behavior toward a global crisis. Journal of Business Research, 135, 99-111. https://doi.org/10.1016/j.jbusres.2021.06.030
Bannor, R., Asare, A. K. & Bawole, J. N. (2017). Effectiveness of social media for communicating health messages in Ghana. Health Education, 117(4), 342-371. https://doi.org/10.1108/HE-06-2016-0024
Bayer, E., Srinivasan, S., Riedl, E. J. & Skiera, B. (2020). The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. International Journal of Research in Marketing, 37(4), 789-804. https://doi.org/10.1016/j.ijresmar.2020.02.002
De Chernatony, L. (2006). From brand vision to brand evaluation. Routledge.
Costa, B. R. L. (2018). Bola de neve virtual: O uso das redes sociais virtuais no processo de coleta de dados de uma pesquisa científica. Revista Interdisciplinar de Gestão Social, 7(1). https://periodicos.ufba.br/index.php/rigs/article/view/24649
Dawkins, J. (2004). Corporate responsibility: The communication challenge. Journal of Communication Management, 9(2), 108-109. https://doi.org/10.1108/13632540510621362
Dellarmelin, M. L., Moraes, J. P., Hoeckesfeld, L., Severo, E. A., & Hahn, I. S. (2018). The influence of green branding on purchase intention, willingness to pay and consumers' emotional response: An experimental study. Latin American Journal of Management for Sustainable Development, 4(1), 69-82. https://doi.org/10.1504/LAJMSD.2018.091327
Dolega, L., Rowe, F. & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
Eger, L., Komárková, L., Egerová, D. & Mičík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, 102542. https://doi.org/10.1016/j.jretconser.2021.102542
Evans, D., Bratton, S. & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Guthrie, C., Fosso-Wamba, S. & Arnaud, J. B. (2021). Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during and after a COVID-19 lockdown. Journal of Retailing and Consumer Services, 61, 102570. https://doi.org/10.1016/j.jretconser.2021.102570
Goodell, J. W. (2020). COVID-19 and finance: Agendas for future research. Finance Research Letters, 35, 101512. https://doi.org/10.1016/j.frl.2020.101512
González, I. O., Camarero, C. & Cabezudo, R. S. J. (2021). SOS to my followers! The role of marketing communications in reinforcing online travel community value during times of crisis. Tourism Management Perspectives, 39, 100843. https://doi.org/10.1016/j.tmp.2021.100843
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of business research, 70, 118-126. https://doi.org/10.1016/j.jbusres.2016.05.001
Hang, H., Aroean, L. & Chen, Z. (2020). Building emotional attachment during COVID-19. Annals of Tourism Research, 83, 103006. https://doi.org/10.1016/j.annals.2020.103006
He, H. & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182. https://doi.org/10.1016/j.jbusres.2020.05.030
Higuchi, A. K. & Vieira, F. G. D. (2008). Marketing social corporativo como estratégia para a valorização de marcas: Um estudo da perspectiva do consumidor de alimentos do Paraná. Revista Alcance, 15(2), 243-261. https://www.redalyc.org/articulo.oa?id=477748628007
Higuchi, A. K. & Vieira, F. G. D. (2012). Responsabilidade social corporativa e marketing social corporativo: Uma proposta de fronteira entre estes dois conceitos. Acta scientiarum. Human and Social Sciences, 34(1), 31-40. https://doi.org/10.4025/actascihumansoc.v34i1.16759
Hoeffler, S. & Keller, K. (2002). Building brand equity through corporate social marketing. Journal of Public Policy and Marketing, 2, 78-89. https://doi.org/10.1509/jppm.21.1.78.17600
Huang, Q., Jin, J., Lynn, B. J. & Men, L. R. (2021). Relationship cultivation and public engagement via social media during the covid-19 pandemic in China. Public Relations Review, 47(4), 102064. https://doi.org/10.1016/j.pubrev.2021.102064
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 2295/6), pp. 342-351. https://doi.org/10.1108/JPBM-05-2013-0299
Kim, D. Y. & Kim, H. Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020
Lacey, R., Kennett-Hensel, P. A. & Manolis, C. (2015). Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature. Journal of the Academy of Marketing Science, 43(3), 315-332. https://doi.org/10.1007/s11747-014-0390-9
Mateus, S. (2021). Retórica da publicidade pandémica. Comunicação Pública, 16(30), 1-14. https://doi.org/10.4000/cp.12260
McCoy, S., Everard, A., Galletta, D. F. & Moody, G. D. Here we go again! The impact of website ad repetition on recall intrusiveness attitudes and site revisit intentions. Information Management, 54(1), 14-24. https://doi.org/10.1016/j.im.2016.03.005
Nasir, V. A., Keserel, A. C., Surgit, O. E. & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments?. Telematics and Informatics, 101687. https://doi.org/10.1016/j.tele.2021.101687
Pantano, E., Priporas, C. V., Devereux, L. & Pizzi, G. (2021). Tweets to escape: Intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries. Journal of Business Research, 130, 59-69. https://doi.org/10.1016/j.jbusres.2021.03.015
Pulizzi, J. (2014). Epic content marketing: How to tell a different story, breakthrough the clutter, and win more customers by marketing less. McGraw-Hill Education.
Rivera, J. J., Bigne, E. & Curras-Perez, R. (2019). Efeitos da responsabilidade social corporativa na lealdade do consumidor com a marca. Revista Brasileira de Gestão de Negócios, 21, 395-415. https://doi.org/10.7819/rbgn.v21i3.4003
Santos, C. (2021). A pandemia e a publicidade: Pistas para futuras reflexões. Comunicação Pública, 16(30), 1-16. https://doi.org/10.4000/cp.12119
Suryawardani, I. G. A. O. & Wiranatha, A. S. (2017). Digital marketing in promoting events and festivities. A case of Sanur Village Festival. Journal of Business on Hospitality and Tourism, 2(1), 159-167. http://dx.doi.org/10.22334/jbhost.v2i1.51
Tang, J., Zhang, P. & Wu, P. F. (2015). Categorizing consumer behavioral responses and artifact design features: The case of online advertising. Information Systems Frontiers, 17(3), 513-532. https://doi.org/10.1007/s10796-014-9508-3
Tuten, T. L. (2020). Social media marketing. Sage.
Vera, L. A. R, Gosling, M. S & Shigaki, H. B. Teoria da cultura do consumo: Possibilidades, limitações e caminhos em estudos de marketing no Brasil. Revista de Gestão dos Países de Língua Portuguesa, 18(1), 15-32. https://doi.org/10.12660/rgplp.v18n1.2019.78889
Wells, W. D. (1964). EQ, son of EQ, and the reaction profile. Journal of Marketing, 28(4), 45-52. https://doi.org/10.1177/002224296402800409
Westberg, K., Stavros, C., Smith, A. C., Munro, G., & Argus, K. (2018). An examination of how alcohol brands use sport to engage consumers on social media. Drug and Alcohol Review, 37(1), 28-35. https://doi.org/10.1111/dar.12493
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70. https://doi.org/10.1080/00913367.1943.10673459
Zhu, B., Zheng, X., Liu, H., Li, J. & Wang, P. (2020). Analysis of spatiotemporal characteristics of big data on social media sentiment with COVID-19 epidemic topics. Chaos, Aolitons & Fractals, 140, 110123. https://doi.org/10.1016/j.chaos.2020.110123
Downloads
Publicado
Edição
Secção
Licença
Direitos de Autor (c) 2022 Comunicação Pública
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial 4.0.
Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.
