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Authors
Abstract(s)
A publicidade storytelling é uma estratégia de marketing que visa comunicar com os
consumidores através de histórias que envolvam intensamente e despertem uma maior
ligação com a marca. Este tipo de publicidade deve ser criada de forma a aumentar
recordação e simultaneamente que crie uma opinião favorável. Neste sentido, esta
investigação visa compreender quais os fatores da recordação publicitária que
influenciam a opinião geral dos consumidores em relação à publicidade ST e o impacto
desta na vinculação e envolvimento com a marca. Os fatores da recordação publicitária
analisada são a estrutura e o conteúdo. A opinião em relação à publicidade ST é analisada
considerando os fatores identificados na literatura, nomeadamente: informação,
entretenimento, confiança e irritação. Foi delineado um estudo quantitativo, com uma
amostra não probabilística de 202 participantes residentes em Portugal. Os participantes
responderam a um inquérito que contempla medidas sociodemográficas e a adaptação de
escalas que avalia a publicidade recordada, opiniões perante a publicidade ST e
ressonância ao nível da vinculação emocional e envolvimento ativo com a marca. Para a
análise de dados, utilizou-se estatísticas descritivas e análises univariadas e multivariadas.
Os resultados obtidos evidenciam que os participantes recordam com maior frequência
publicidades ST associadas a bebidas, sendo os fatores mais valorizados para a
recordação: criatividade, imagem, vídeo, música e história. Concluiu-se que opinião geral
é bastante favorável, e que este tipo de publicidade influencia positivamente a vinculação
e envolvimento com a marca. As opiniões sobre a informação e a confiança são explicadas
pela estrutura da publicidade recordada, enquanto o entretenimento é explicado tanto pela
estrutura como pelo conteúdo. A opinião geral é influenciada pelo conteúdo da
publicidade recordada e pelas opiniões sobre informação, entretenimento e irritação.
Verificou-se, ainda que vinculação emocional é explicada pela estrutura da publicidade
recordada e pela concordância com a informação fornecida, enquanto o envolvimento
ativo é explicado pelo conteúdo da publicidade recordada, pela confiança e pela
vinculação emocional. Esta investigação fornece informações úteis para a comunidade
científica e empresarial, relativamente ao impacto da publicidade ST para a marca. Foram
discutidas implicações, limitações e sugestões para estudos futuros.
Storytelling advertising is a marketing strategy that aims to communicate with consumers through stories that involve intensely and awaken a greater brand ressonance. To do this, advertising must be created in order to be remembered and at the same time create a favorable opinion. In this sense, this research aims to understand which factors of advertising recall influence the general opinion of consumers and consequently their attachment and involvement with the brand. A quantitative cross-sectional survey was conducted with a non-probabilistic sample of 202 participants living in Portugal. Participants answered an inquiry that includes socio-demographic measures and the adaptation of scales which evaluates factors of the remembered publicity, opinions about advertising storytelling and brand ressonance, particular emotional attachment and engagement. Descriptive statistics and univariate and multivariate analyzes were used for date analysis,. The results obtained showed that the participants remember more frequently storytelling advertising associated to drinks, being the most valued factors for recall: creativity, image, video, music and history. There is a very favorable general opinion, and they reveal that this type of advertising increases brand relationship and engagement with the brand. Opinions about information and trust are explained by the structure of advertising recalled, while entertainment is explained by both structure and content. The general opinion is influenced by the content of the recalled advertising and by opinions about information, entertainment and irritation. Emotional attachment is explained by the structure of the recalled advertising and by the agreement with the information provided, while active engagement is explained by the content of the recalled advertising, trust and emotional attachment. This research provides useful information for the scientific and business community regarding the impact of storytelling advertising for the brand. Implications, limitations and suggestions for future studies were discussed.
Storytelling advertising is a marketing strategy that aims to communicate with consumers through stories that involve intensely and awaken a greater brand ressonance. To do this, advertising must be created in order to be remembered and at the same time create a favorable opinion. In this sense, this research aims to understand which factors of advertising recall influence the general opinion of consumers and consequently their attachment and involvement with the brand. A quantitative cross-sectional survey was conducted with a non-probabilistic sample of 202 participants living in Portugal. Participants answered an inquiry that includes socio-demographic measures and the adaptation of scales which evaluates factors of the remembered publicity, opinions about advertising storytelling and brand ressonance, particular emotional attachment and engagement. Descriptive statistics and univariate and multivariate analyzes were used for date analysis,. The results obtained showed that the participants remember more frequently storytelling advertising associated to drinks, being the most valued factors for recall: creativity, image, video, music and history. There is a very favorable general opinion, and they reveal that this type of advertising increases brand relationship and engagement with the brand. Opinions about information and trust are explained by the structure of advertising recalled, while entertainment is explained by both structure and content. The general opinion is influenced by the content of the recalled advertising and by opinions about information, entertainment and irritation. Emotional attachment is explained by the structure of the recalled advertising and by the agreement with the information provided, while active engagement is explained by the content of the recalled advertising, trust and emotional attachment. This research provides useful information for the scientific and business community regarding the impact of storytelling advertising for the brand. Implications, limitations and suggestions for future studies were discussed.
Description
Versão final (Esta versão contém as críticas e sugestões dos elementos do júri)
Keywords
Publicidade storytelling Recordação publicitária Opiniões Vinculo emocional Envolvimento ativo Storytelling advertising Advertising recall Emocional attachment Engagement Attitudes