A carregar...
Publicação
Influência do copywriting na perceção das marcas nas redes sociais – estágio na Agência Criativa RISCA
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.83 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O presente relatório foi elaborado no âmbito do estágio curricular no Mestrado em
Marketing Digital do Instituto Superior de Contabilidade e Administração do Porto
(ISCAP). O estágio decorreu na RISCA – Agência Criativa, uma agência de comunicação
e marketing fundada em 2016, com a duração de aproximadamente três meses (400
horas), entre 19 de novembro de 2024 e 28 de fevereiro de 2025.
As tarefas executadas incidiram, sobretudo, na área do copywriting e na gestão das redes
sociais de várias marcas de diferentes setores pertencentes ao portfólio da agência. Por
essa razão, para além do relatório de estágio, este trabalho inclui um estudo empírico
sobre o papel do copywriting na perceção de marca, analisando como as estratégias
criativas propostas por Ronald E. Taylor (1999) influenciam a perceção de autenticidade,
liderança e imagem global da marca. A investigação seguiu uma abordagem quantitativa,
através de um questionário online aplicado a uma amostra não probabilística por
conveniência composta por utilizadores ativos de redes sociais.
Os resultados mostraram que o copywriting tem um impacto significativo na perceção de
autenticidade e liderança de marca, e que as estratégias mais lógicas, como a estratégia
Racional, reforçam a autenticidade e credibilidade, enquanto as estratégias emocionais,
como a Sensorial, potenciam a liderança simbólica, mas reduzem a coerência da imagem
global. Já a imagem de marca é reforçada, principalmente, pela estratégia da Rotina. As
relações entre autenticidade, liderança e imagem de marca foram confirmadas,
evidenciando que ambas são determinantes na construção da perceção global da marca.
Este estudo reforça a importância do copywriting como elemento estratégico na
construção da perceção de marca em contextos digitais, oferecendo ainda às marcas e
gestores de comunicação orientações sobre como ajustar o estilo e a criatividade do
copywriting às diferentes estratégias de comunicação, estimulando o envolvimento e
fortalecendo a imagem no mercado.
This report was prepared within the scope of the curricular internship of the Master’s Degree in Digital Marketing at the Polytechnic Institute of Accounting and Administration of Porto (ISCAP). The internship took place at RISCA – Creative Agency, a communication and marketing agency founded in 2016, with a duration of approximately three months (400 hours), from November 19, 2024, to February 28, 2025. The tasks carried out focused mainly on copywriting and social media management for several brands from different sectors within the agency’s portfolio. Therefore, in addition to the internship report, this work also includes an empirical study on the role of copywriting in brand perception, analysing how the creative strategies proposed by Ronald E. Taylor (1999) influence the perception of authenticity, leadership, and overall brand image. The research followed a quantitative approach, using an online questionnaire applied to a non-probabilistic convenience sample composed of active social media users. The results showed that copywriting has a significant impact on the perception of brand authenticity and leadership, and that more logical strategies, such as the Rational strategy, reinforce authenticity and credibility, while emotional strategies, such as the Sensorial one, enhance symbolic leadership but reduce the coherence of the overall brand image. The brand image, in turn, is mainly reinforced by the Routine strategy. The relationships between authenticity, leadership, and brand image were confirmed, evidencing that both are decisive in shaping the overall perception of the brand. This study reinforces the importance of copywriting as a strategic element in the construction of brand perception in digital contexts, while also providing brands and communication managers with relevant insights on how to adjust the style and creativity of copywriting to different communication strategies, stimulating engagement and strengthening the brand image in the market.
This report was prepared within the scope of the curricular internship of the Master’s Degree in Digital Marketing at the Polytechnic Institute of Accounting and Administration of Porto (ISCAP). The internship took place at RISCA – Creative Agency, a communication and marketing agency founded in 2016, with a duration of approximately three months (400 hours), from November 19, 2024, to February 28, 2025. The tasks carried out focused mainly on copywriting and social media management for several brands from different sectors within the agency’s portfolio. Therefore, in addition to the internship report, this work also includes an empirical study on the role of copywriting in brand perception, analysing how the creative strategies proposed by Ronald E. Taylor (1999) influence the perception of authenticity, leadership, and overall brand image. The research followed a quantitative approach, using an online questionnaire applied to a non-probabilistic convenience sample composed of active social media users. The results showed that copywriting has a significant impact on the perception of brand authenticity and leadership, and that more logical strategies, such as the Rational strategy, reinforce authenticity and credibility, while emotional strategies, such as the Sensorial one, enhance symbolic leadership but reduce the coherence of the overall brand image. The brand image, in turn, is mainly reinforced by the Routine strategy. The relationships between authenticity, leadership, and brand image were confirmed, evidencing that both are decisive in shaping the overall perception of the brand. This study reinforces the importance of copywriting as a strategic element in the construction of brand perception in digital contexts, while also providing brands and communication managers with relevant insights on how to adjust the style and creativity of copywriting to different communication strategies, stimulating engagement and strengthening the brand image in the market.
Descrição
Palavras-chave
Copywriting Marketing digital Engagement Perceção de marca Redes sociais Estratégias criativas Digital Marketing Engagement Brand Perception Social media Creative Strategies