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Abstract(s)
Com este estudo, pretendemos avaliar a influência do content marketing, através do Facebook, no brand engagement, na sua dimensão cognitivo, afetivo e comportamental.
O consumidor frequenta com mais regularidade a rede social Facebook, com a finalidade de estabelecer contactos com amigos e familiares, entretenimento e lazer. Os temas mais apreciados pelos consumidores na rede social Facebook passam pela informação, humor e interesses pessoais, tais como, música, viagens, entre outros. Desta forma, o presente estudo estabeleceu uma relação entre um conteúdo apresentado por uma marca e qual a dimensão de engagement acionada pelo consumidor.
Analisados os conteúdos com conotação task-oriented, informativo, remunerativo e entretenimento, verificamos que o nível cognitivo não foi acionado para nenhuma das publicações apresentadas. O conteúdo remunerativo e o conteúdo entretenimento produziram efeito sobre o nível de engagement afetivo e comportamental. Por sua vez, ainda denotamos a presença de influência do conteúdo task-oriented na dimensão de engagement comportamental. Descobriu-se que o conteúdo informativo não ativou nenhuma das três dimensões de engagement.
Foi identificado como fator importante, para o engagement do consumidor com as publicações das marcas no Facebook, a perceção do tipo de conteúdo por parte dos consumidores que determina o resultado, o que significa que as marcas deverão produzir o seu conteúdo de acordo com o seu objetivo, mas também analisar como será a mensagem interpretada pelo consumidor.
Conclui-se que o conteúdo que gera maior engagement na rede social Facebook, e que deve ser considerado pelas marcas, deverão ter como objetivo de comunicação o carácter entretenimento para encorajar o envolvimento nos dois níveis, afetivo e comportamental, sendo o envolvimento afetivo o mais elevado.
With this study, we intend to evaluate the influence of content marketing, through Facebook, on brand engagement, on its cognitive, affective and behavioral dimension. The consumer attends more regularly the social network Facebook, in order to establish contacts with friends and family, entertainment and leisure. The themes most appreciated by consumers on Facebook social network are information, humor and personal interests, such as music, travel, among others. Thus, this study established a relationship between a content presented by a brand and the dimension of engagement triggered by the consumer. Analyzed the contents with task-oriented, informative, remunerative and entertainment connotation, we verified that the cognitive level was not triggered for any of the publications presented. The remunerative and entertainment content had an effect on the level of affective and behavioral engagement. In turn, we also denote the presence of the influence of task-oriented content on the dimension of behavioral engagement. It was discovered that the informative content did not activate any of the three engagement dimensions. It was identified as an important factor for consumer engagement with the brands' Facebook posts, the perception of the type of content by consumers that determines the result, which means that the brands should produce their content according to their purpose, but also analyze how the message will be interpreted by the consumer. It is concluded that the content that generates the greatest engagement in the social network Facebook, and that should be considered by the brands, should have as communication objective the entertainment character to encourage the involvement on both levels, affective and behavioral, with affective involvement being the highest.
With this study, we intend to evaluate the influence of content marketing, through Facebook, on brand engagement, on its cognitive, affective and behavioral dimension. The consumer attends more regularly the social network Facebook, in order to establish contacts with friends and family, entertainment and leisure. The themes most appreciated by consumers on Facebook social network are information, humor and personal interests, such as music, travel, among others. Thus, this study established a relationship between a content presented by a brand and the dimension of engagement triggered by the consumer. Analyzed the contents with task-oriented, informative, remunerative and entertainment connotation, we verified that the cognitive level was not triggered for any of the publications presented. The remunerative and entertainment content had an effect on the level of affective and behavioral engagement. In turn, we also denote the presence of the influence of task-oriented content on the dimension of behavioral engagement. It was discovered that the informative content did not activate any of the three engagement dimensions. It was identified as an important factor for consumer engagement with the brands' Facebook posts, the perception of the type of content by consumers that determines the result, which means that the brands should produce their content according to their purpose, but also analyze how the message will be interpreted by the consumer. It is concluded that the content that generates the greatest engagement in the social network Facebook, and that should be considered by the brands, should have as communication objective the entertainment character to encourage the involvement on both levels, affective and behavioral, with affective involvement being the highest.
Description
Keywords
Facebook Marketing conteúdo Brand engagement Satisfação Content marketing Satisfaction Brand engagement