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Publication
Comparação da ligação à marca e intenção de compra do consumidor face à utilização de anúncios com e sem storytelling
| Name: | Description: | Size: | Format: | |
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| 2.96 MB | Adobe PDF |
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Abstract(s)
Desde muito cedo que a sociedade utiliza o método de contar histórias para comunicar. As histórias e a sua capacidade de transportar o público para aquilo que se pretende contar, constituem uma parte central da vida humana e, hoje em dia, da experiência de consumo. Este trabalho investiga a importância e influência que a vertente narrativa possui na comunicação e publicidade das marcas junto dos consumidores, tendo como principal intuito investigar a influência que anúncios com storytelling podem exercer sobre os consumidores relativamente à ligação e perceção da marca e intenção de compra. A ligação à marca e a intenção de compra representam dois pilares estruturais na análise do comportamento do consumidor para grande parte das marcas da atualidade, tornando fundamental perceber se investir num anúncio em vídeo que possua um formato narrativo, ou seja, com storytelling, espelha um impacto diferente, mais ou menos positivo, comparativamente a um anúncio em vídeo que sustente um formato sem storytelling, com base factual. Agrega-se a este estudo uma ferramenta de neuromarketing que permitirá obter conclusões mais próximas da realidade. Esta investigação será conduzida em duas partes, iniciando-se com a visualização de vídeos publicitários já existentes, de marcas reais, na qual as emoções do espectador serão medidas através de EEG. Posteriormente, é requerido ao indivíduo que responda a um questionário sobre o vídeo assistido. Este estudo poderá ser de grande interesse para diferentes marcas, podendo ter um impacto real em marcas que pretendam aplicar o mesmo tipo de investigação internamente.
From na early age, society has been using the method of storytelling to communicate. Stories and their ability to transport the audience to ehat they intend to convey constitute a central part of human life and, nowadays, the consumer experience. This work investigates the importance and influence of the narrative aspect in brand communication and advertising to costumers, with the main aim of examining the influence taht storytelling advertisements can have on costumers regarding brand connection and purchase intention. Brand connection and purchase intention are two fundamental pillars in the analysis of consumer behavior for manu contemporary brands, making it crucial to understand whether investing in a vídeo advertisement with a narrative format, i,e., with storytelling, reflects a diferente, more or less positive impact compared to a vídeo advertisement that relies on a non-storytelling format, based on facts. This study incorporates a neuromarketing tool to obtain conclusions closer to reality. This research will be conducted in two parts, starting with the viewing of existing advertising vídeos from real brands, in which the viewer’s emotions will be measured through EEG. Subsequently, the individual is required to respond to a questionnaire about the watched vídeo. This study could be of great interest to diferente brands, potentially having a real impact on brands that intend to apply the same type of research internally.
From na early age, society has been using the method of storytelling to communicate. Stories and their ability to transport the audience to ehat they intend to convey constitute a central part of human life and, nowadays, the consumer experience. This work investigates the importance and influence of the narrative aspect in brand communication and advertising to costumers, with the main aim of examining the influence taht storytelling advertisements can have on costumers regarding brand connection and purchase intention. Brand connection and purchase intention are two fundamental pillars in the analysis of consumer behavior for manu contemporary brands, making it crucial to understand whether investing in a vídeo advertisement with a narrative format, i,e., with storytelling, reflects a diferente, more or less positive impact compared to a vídeo advertisement that relies on a non-storytelling format, based on facts. This study incorporates a neuromarketing tool to obtain conclusions closer to reality. This research will be conducted in two parts, starting with the viewing of existing advertising vídeos from real brands, in which the viewer’s emotions will be measured through EEG. Subsequently, the individual is required to respond to a questionnaire about the watched vídeo. This study could be of great interest to diferente brands, potentially having a real impact on brands that intend to apply the same type of research internally.
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Keywords
Storytelling Narrativa Factual Neuromarketing Marketing sensorial Anúncios publicitários Narrative Neuromarketing Sensory marketing Commercials