A carregar...
Publicação
A influência do marketing de conteúdos no comportamento do consumidor de marcas de moda Premium portuguesas
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.14 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A evolução do Marketing Digital tem vindo a transformar a forma como as marcas comunicam e constroem relações com os consumidores. Num contexto saturado de informação, o Marketing de Conteúdos emergiu como estratégia central para criar valor, gerar envolvimento e fortalecer a ligação emocional entre as marcas e os consumidores. No setor da moda premium, onde aspetos como o simbolismo, exclusividade e experiência são determinantes, é crucial compreender o impacto dos conteúdos desenvolvidos pelas marcas.
Este estudo analisa de que forma as estratégias de Marketing de Conteúdos influenciam o valor percebido e, consequentemente, a atitude e a intenção de compra nas marcas de moda premium portuguesas. Com base num modelo conceptual, consideraram-se quatro dimensões de Marketing de Conteúdos, sendo elas informativa, de entretenimento, emocional e interativa. Após a definição das mesmas, avaliaram-se as relações causais relativas ao comportamento do consumidor. Seguiu-se uma abordagem quantitativa através de um questionário online (n = 218), analisada no software Partial Least Squares
- Structural Equation Modeling (PLS-SEM).
Os resultados principais confirmam que todas as dimensões de Marketing de Conteúdos influenciam positivamente o valor percebido, destacando-se o conteúdo emocional e o interativo. Verificou-se ainda que o valor percebido impacta significativamente a atitude e a intenção de compra, e que atitudes favoráveis potenciam comportamentos de compra mais consistentes. Conclui-se que, no contexto das marcas de moda premium portuguesas, os consumidores valorizam sobretudo uma comunicação autêntica, emocional e participativa, em que o conteúdo funciona como uma experiência envolvente e não apenas como mensagem. O estudo oferece contributos teóricos e práticos, reforçando a importância da produção de conteúdos diferenciadores e emocionalmente relevantes como fator de competitividade.
The evolution of Digital Marketing has been transforming the way brands communicate and build relationships with consumers. In a context saturated with information, Content Marketing has emerged as a central strategy for creating value, generating engagement, and strengthening the emotional connection between brands and consumers. In the premium fashion sector, where factors such as symbolism, exclusivity, and experience are decisive, it is crucial to understand the impact of brands' content. This study analyzes how Content Marketing strategies influence perceived value and, consequently, attitudes and purchase intentions among portuguese premium fashion brands. Based on a conceptual model, four dimensions of Content Marketing were considered: informative, entertaining, emotional, and interactive. After defining these dimensions, the causal relationships related to consumer behavior were evaluated. A quantitative approach was then used through an online questionnaire (n = 218), analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) software. The main results confirm that all dimensions of Content Marketing positively influence perceived value, with emotional and interactive content standing out. It was also found that perceived value significantly impacts attitude and purchase intention, and that favorable attitudes lead to more consistent purchasing behavior. It is concluded that, in the context of Portuguese premium fashion brands, consumers value above all authentic, emotional, and participatory communication, in which content functions as an engaging experience and not just as a message. The study offers theoretical and practical contributions, reinforcing the importance of producing differentiated and emotionally relevant content as a factor of competitiveness.
The evolution of Digital Marketing has been transforming the way brands communicate and build relationships with consumers. In a context saturated with information, Content Marketing has emerged as a central strategy for creating value, generating engagement, and strengthening the emotional connection between brands and consumers. In the premium fashion sector, where factors such as symbolism, exclusivity, and experience are decisive, it is crucial to understand the impact of brands' content. This study analyzes how Content Marketing strategies influence perceived value and, consequently, attitudes and purchase intentions among portuguese premium fashion brands. Based on a conceptual model, four dimensions of Content Marketing were considered: informative, entertaining, emotional, and interactive. After defining these dimensions, the causal relationships related to consumer behavior were evaluated. A quantitative approach was then used through an online questionnaire (n = 218), analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) software. The main results confirm that all dimensions of Content Marketing positively influence perceived value, with emotional and interactive content standing out. It was also found that perceived value significantly impacts attitude and purchase intention, and that favorable attitudes lead to more consistent purchasing behavior. It is concluded that, in the context of Portuguese premium fashion brands, consumers value above all authentic, emotional, and participatory communication, in which content functions as an engaging experience and not just as a message. The study offers theoretical and practical contributions, reinforcing the importance of producing differentiated and emotionally relevant content as a factor of competitiveness.
Descrição
Palavras-chave
Marketing de conteúdos Valor percebido Atitude do consumidor Intenção de compra Moda Premium Content Marketing Perceived Value Consumer Attitude Purchase Intention and Premium Fashion