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A influência do marketing digital nas empresas prestadoras de serviços no setor dos casamentos
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Atualmente, o Marketing Digital é, cada vez mais, visto como uma ferramenta essencial
para o sucesso de qualquer organização e, como tal, o setor dos serviços não poderia ser
exceção. O presente trabalho analisa o papel do marketing digital em empresas
prestadoras de serviços, com foco no setor dos casamentos.
Esta pesquisa avalia o impacto de diferentes estratégias de marketing digital, como a
presença em redes sociais, marketing de conteúdo, otimização de motores de pesquisa e
Electronic Word Of Mouth na perceção dos consumidores e na sua intenção compra de
um serviço na área dos eventos. O estudo adota o modelo AIDA (Atenção, Interesse,
Desejo e Ação) como enquadramento teórico, permitindo compreender de que forma
estas estratégias digitais influenciam as diferentes etapas do processo de decisão do
consumidor até à intenção de compra.
A metodologia adotada combina uma vertente quantitativa, baseada na aplicação de um
questionário online, com uma vertente qualitativa, sustentada por uma grelha de análise
exploratória. Foram recolhidas 80 respostas válidas, provenientes de indivíduos que estão
a planear um casamento. Paralelamente, analisaram-se 16 empresas do setor (catering,
animação, decoração e fotografia) de modo a identificar as estratégias digitais mais
utilizadas.
Os resultados indicam que o modelo AIDA é apenas parcialmente confirmado neste
contexto, destacando-se a variável Atenção como o principal mediador entre as
estratégias digitais e a intenção de compra. Conclui-se que, no setor dos casamentos, a
captação de atenção e visibilidade digital assume um papel mais relevante do que o
simples envolvimento ou desejo, sugerindo a necessidade de estratégias que reforcem a
presença e a credibilidade online das empresas.
Currently, Digital Marketing is increasingly seen as an essential tool for the success of any organization and, as such, the service sector could not be an exception. This study analyses the role of digital marketing in service-providing companies, with a particular focus on the wedding sector. This research assesses the impact of different digital marketing strategies — such as social media presence, content marketing, search engine optimization (SEO) and electronic word of mouth (eWOM) — on consumer perception and purchase intention of eventrelated services. The study adopts the AIDA model (Attention, Interest, Desire and Action) as its theoretical framework, allowing for an understanding of how these digital strategies influence the different stages of the consumer decision-making process leading to purchase intention. The methodology combines a quantitative approach, based on an online questionnaire, with a qualitative component supported by an exploratory analysis grid. A total of 80 valid responses were collected from individuals currently planning a wedding. In parallel, 16 companies from the sector (catering, entertainment, decoration and photography) were analyzed to identify the most frequently used digital strategies. The results indicate that the AIDA model is only partially confirmed in this context, with Attention emerging as the main mediator between digital strategies and purchase intention. It is concluded that, in the wedding sector, capturing attention and achieving digital visibility play a more relevant role than mere engagement or desire, highlighting the need for strategies that strengthen online presence and brand credibility.
Currently, Digital Marketing is increasingly seen as an essential tool for the success of any organization and, as such, the service sector could not be an exception. This study analyses the role of digital marketing in service-providing companies, with a particular focus on the wedding sector. This research assesses the impact of different digital marketing strategies — such as social media presence, content marketing, search engine optimization (SEO) and electronic word of mouth (eWOM) — on consumer perception and purchase intention of eventrelated services. The study adopts the AIDA model (Attention, Interest, Desire and Action) as its theoretical framework, allowing for an understanding of how these digital strategies influence the different stages of the consumer decision-making process leading to purchase intention. The methodology combines a quantitative approach, based on an online questionnaire, with a qualitative component supported by an exploratory analysis grid. A total of 80 valid responses were collected from individuals currently planning a wedding. In parallel, 16 companies from the sector (catering, entertainment, decoration and photography) were analyzed to identify the most frequently used digital strategies. The results indicate that the AIDA model is only partially confirmed in this context, with Attention emerging as the main mediator between digital strategies and purchase intention. It is concluded that, in the wedding sector, capturing attention and achieving digital visibility play a more relevant role than mere engagement or desire, highlighting the need for strategies that strengthen online presence and brand credibility.
Descrição
Palavras-chave
Marketing digital Serviços Eventos Casamentos Intenção de compra de serviços Digital Marketing Service Sector Event Industry Wedding Market Purchase Intention