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Abstract(s)
A forma como as marcas comunicam com o público tem vindo a ser alterada ao longo
dos últimos anos e, através da internet e das redes sociais, as campanhas de marketing
digital têm vindo a influenciar cada vez mais os comportamentos e atitudes dos
espectadores, nomeadamente em relação aos estereótipos e à desigualdade de géneros.
Com o aumento da perceção de valor do género feminino nas últimas décadas e, com um
consumidor cada vez mais preocupado com questões de responsabilidade social, as
marcas têm sido alvo de críticas devido à falta de sensibilidade na representação do papel
feminino na publicidade. De forma a responder a essas exigências dos consumidores,
foram desenvolvidas campanhas publicitárias, denominadas de femvertising, que
consistem em terminar com a utilização de papeis estereotipados, desenvolvendo um
discurso de poder feminino e de igualdade de géneros. Esta tendência tem sido cada vez
mais utilizada, pois foi comprovada a sua influência positiva não só na relação da marca
com o consumidor, mas também nas vendas.
Este trabalho de investigação tem como objetivo compreender as perceções e atitudes dos
consumidores portugueses em relação à utilização do empowerment feminino em
campanhas de marketing digital, e relacioná-lo com a responsabilidade social das marcas,
com o brand empowerment e com o brand engagement.
Através de um estudo exploratório com base em entrevistas em profundidade, foi possível
compreender as diferenças entre as perceções masculinas e femininas e, concluir que
ambos os géneros consideram que o empowerment feminino na publicidade é atual e
pertinente pois é capaz de moldar e mudar comportamentos na sociedade e que
desempenha um papel importante na relação emocional com a marca. Contudo, é
necessário cautela quando as marcas adotam esta estratégia, para não ser percecionada
como uma capitalização de uma temática.
The way brands communicate with the public has been changing over the last few years and, through the internet and social media, digital marketing campaigns have increasingly influenced the attitudes and behaviors of viewers, specifically in relation to stereotypes and gender inequality. With the increase in the perception of the value of the female gender in the last decades, and with a consumer increasingly concerned with issues of social responsibility, brands have been the target of criticism due to the lack of sensitivity in the representation of the female role in advertising. In order to respond to these consumer demands, advertising campaigns were developed, called femvertising, which consist of ending the use of stereotyped roles and transmitting power to women, developing a discourse of female power and gender equality. This trend has been increasingly used, as a positive influence has been proven not only on the relationship of the brand with the consumer, but also on sales. This research aims to understand the perceptions and attitudes of Portuguese consumers in relation to the use of female empowerment in digital marketing campaigns, and also to relate it to the brand’s social responsibility, to brand’s empowerment and brand´s engagement. Through in-depth interviews, it was possible to understand the differences between male and female perceptions and conclude that both consider that female empowerment in advertising is current and relevant because it is able to shape and change behaviors in society, and they observe that it plays an important role in the emotional relationship with the brand. However, caution is needed when brands adopt this strategy, so it is not perceived as capitalizing on a popular theme.
The way brands communicate with the public has been changing over the last few years and, through the internet and social media, digital marketing campaigns have increasingly influenced the attitudes and behaviors of viewers, specifically in relation to stereotypes and gender inequality. With the increase in the perception of the value of the female gender in the last decades, and with a consumer increasingly concerned with issues of social responsibility, brands have been the target of criticism due to the lack of sensitivity in the representation of the female role in advertising. In order to respond to these consumer demands, advertising campaigns were developed, called femvertising, which consist of ending the use of stereotyped roles and transmitting power to women, developing a discourse of female power and gender equality. This trend has been increasingly used, as a positive influence has been proven not only on the relationship of the brand with the consumer, but also on sales. This research aims to understand the perceptions and attitudes of Portuguese consumers in relation to the use of female empowerment in digital marketing campaigns, and also to relate it to the brand’s social responsibility, to brand’s empowerment and brand´s engagement. Through in-depth interviews, it was possible to understand the differences between male and female perceptions and conclude that both consider that female empowerment in advertising is current and relevant because it is able to shape and change behaviors in society, and they observe that it plays an important role in the emotional relationship with the brand. However, caution is needed when brands adopt this strategy, so it is not perceived as capitalizing on a popular theme.
Description
Keywords
Empowerment feminino Marketing digital Femvertising Responsabilidade social das marcas Brand empowerment Brand engagement Women’s empowerment Brand social responsibility Digital marketing