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Advisor(s)
Abstract(s)
As redes sociais e o seu número de utilizadores tem vindo a crescer exponencialmente
ao longo do tempo, principalmente junto de utilizadores mais jovens. Sendo a Geração
Z uma força motora da economia atual, é importante que as marcas/empresas realizem
estratégias de conteúdos que ressoem com os gostos e preferências desta geração. Esta
geração tem gostos e preferências que a distenge das demais gerações, assim, é
importante que os conteúdos a serem publicados nas redes sociais vão de encontro a
estas, para que haja uma maior conexão junto desta geração, levando assim a melhores
resultados por parte das marcas/empresas.
Deste modo, esta investigação pretende indagar as estratégias de conteúdo utilizadas nas
redes sociais TikTok e Instagram, com o intuito de perceber a sua efetividade junto da
Geração Z. Considerando que as redes sociais possuem um papel central na vida dos
jovens nascidos entre 1996 e 2010, este estudo analisa as preferências, comportamentos
e expectativas deste grupo demográfico em relação ao conteúdo nas redes sociais.
Para este estudo foi utilizada uma metodologia quantitativa, assim como uma
ferramenta de recolha de dados primários, um questionário online. A amostra desta
investigação é não probabilística por conveniência (N=134).
Como principais resultados, conclui-se que das várias estratégias de conteúdo a que
impacta a Geração Z é o Storytelling. Este estudo é relevante para a tomada de decisões
das marcas que pretendam melhorar as suas estratégias de Social Media Marketing
direcionadas para a Gen Z.
Social networks and their number of users have grown exponentially over time, especially among younger users. As Generation Z is a driving force in today's economy, it is important for brands/companies to develop content strategies that resonate with this generation's tastes and preferences. This generation has tastes and preferences that set it apart from other generations, so it is important that the content to be published on social networks meets these, so that there is a greater connection with this generation, thus leading to better results for brands/companies. In this way, this research aims to investigate the content strategies used on the social networks TikTok and Instagram, in order to understand their effectiveness with Generation Z. Considering that social networks play a central role in the lives of young people born between 1996 and 2010, this study analyzes the preferences, behaviors and expectations of this demographic group in relation to content on social networks. For this study, a quantitative methodology was used, as well as a primary data collection tool, an online questionnaire. The sample of this research is non-probabilistic by convenience (N=134). The main results show that of the various content strategies, the one that most impacts Generation Z is Storytelling. This study is relevant for brands wishing to improve their Social Media Marketing strategies aimed at Gen Z.
Social networks and their number of users have grown exponentially over time, especially among younger users. As Generation Z is a driving force in today's economy, it is important for brands/companies to develop content strategies that resonate with this generation's tastes and preferences. This generation has tastes and preferences that set it apart from other generations, so it is important that the content to be published on social networks meets these, so that there is a greater connection with this generation, thus leading to better results for brands/companies. In this way, this research aims to investigate the content strategies used on the social networks TikTok and Instagram, in order to understand their effectiveness with Generation Z. Considering that social networks play a central role in the lives of young people born between 1996 and 2010, this study analyzes the preferences, behaviors and expectations of this demographic group in relation to content on social networks. For this study, a quantitative methodology was used, as well as a primary data collection tool, an online questionnaire. The sample of this research is non-probabilistic by convenience (N=134). The main results show that of the various content strategies, the one that most impacts Generation Z is Storytelling. This study is relevant for brands wishing to improve their Social Media Marketing strategies aimed at Gen Z.
Description
Keywords
Marketing digital Estratégias de conteúdo Marketing de conteúdo Geração Z Redes sociais Social media marketing Content strategies Content marketing Generation Z Social media