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Publication
Impacto dos conteúdos humanizados e humorísticos nas redes sociais para as marcas: o exemplo da Swee e do Lidl
| Name: | Description: | Size: | Format: | |
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| 1.74 MB | Adobe PDF |
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Abstract(s)
Nos últimos anos, as redes sociais têm-se tornado ferramentas essenciais nas estratégias de marketing digital, com as marcas a explorar novos modos de comunicação com os seus públicos. Entre as tendências emergentes, destaca-se a humanização e a “humorização” dos conteúdos. Este estudo procura avaliar o impacto desta abordagem humanizada e humorística nas redes sociais, analisando de que forma influencia a perceção dos consumidores em relação às marcas.
A investigação, de natureza quantitativa, foi conduzida através de um questionário estruturado que recolheu dados de uma amostra não probabilística de conveniência, composta por participantes de diversas identidades de género e faixas etárias. O estudo de caso focou-se nas marcas Swee e Lidl, conhecidas pela sua presença ativa e inovadora nas redes sociais.
Os resultados revelam que tanto a humanização como a utilização de humor são estratégias bem recebidas pelos consumidores e têm um impacto positivo em diversas dimensões da marca, incluindo a Brand Personality Appeal, a Brand Authenticity, o Brand Equity e a Brand Leadership. Este estudo contribui para o campo do marketing digital ao demonstrar que estas estratégias podem ser eficazes para captar a atenção e criar ligações emocionais com os consumidores. Adicionalmente, sugere-se que a humanização pode constituir uma predição do futuro das redes sociais no contexto empresarial.
In recent years, social media has become an essential tool in digital marketing strategies, with brands exploring new ways of communicating with their audiences. Among emerging trends, the humanization and "humorization" of content stand out. This study aims to evaluate the impact of this humanized and humorous approach on social media, analyzing how it influences consumers' perceptions of brands. The research, quantitative in nature, was conducted through a structured questionnaire, which collected data from a non-probabilistic convenience sample, composed of participants from various gender identities and age groups. The case study focused on the brands Swee and Lidl, known for their active and innovative presence on social media. The results reveal that both humanization and the use of humor are well-received strategies by consumers and have a positive impact on various brand dimensions, including Brand Personality Appeal, Brand Authenticity, Brand Equity, and Brand Leadership. This study contributes to the field of digital marketing by demonstrating that these strategies can effectively capture attention and create emotional connections with consumers. Additionally, it suggests that humanization may represent a forecast of the future direction of social media in the business context.
In recent years, social media has become an essential tool in digital marketing strategies, with brands exploring new ways of communicating with their audiences. Among emerging trends, the humanization and "humorization" of content stand out. This study aims to evaluate the impact of this humanized and humorous approach on social media, analyzing how it influences consumers' perceptions of brands. The research, quantitative in nature, was conducted through a structured questionnaire, which collected data from a non-probabilistic convenience sample, composed of participants from various gender identities and age groups. The case study focused on the brands Swee and Lidl, known for their active and innovative presence on social media. The results reveal that both humanization and the use of humor are well-received strategies by consumers and have a positive impact on various brand dimensions, including Brand Personality Appeal, Brand Authenticity, Brand Equity, and Brand Leadership. This study contributes to the field of digital marketing by demonstrating that these strategies can effectively capture attention and create emotional connections with consumers. Additionally, it suggests that humanization may represent a forecast of the future direction of social media in the business context.
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Keywords
Humanização Marketing digital Redes sociais Humor Humanization Digital marketing Social media Humor