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Authors
Abstract(s)
Ao entrar para a era digital, o jornalismo viu o seu âmbito ampliar-se para
jornalismo online. A passagem para um novo meio trouxe várias vantagens potenciadas
pelo desenvolvimento da internet e das tecnologias digitais, assim como introduziu novas
problemáticas inerentes ao próprio meio digital. Perante novos desafios, o jornalismo
online tem procurado um modelo de negócio capaz de gerar receitas na web. As
assinaturas digitais dos jornais têm sido uma opção, existindo a possibilidade de ler o
jornal através do computador e dos dispositivos móveis smartphones e tablets. Ora num
mundo repleto de marcas, em que existe informação disponível de forma gratuita e
descontrolada, torna-se pertinente explorar como o brand equity influencia a decisão de
compra dos consumidores, sendo este o tema da presente investigação. Apesar de as
assinaturas digitais do Diário de Notícias e Jornal de Notícias serem apenas a versão
digital em pdf da versão em papel, através de um inquérito aplicado aos assinantes
digitais, concluiu-se que existem motivos específicos para a compra por parte dos
consumidores. A lealdade à marca, a notoriedade do nome da marca e o jornal em papel
têm influência na compra das assinaturas digitais em análise, sendo estas as principais
conclusões retiradas deste relatório de estágio.
Entering in the digital age, journalism saw his term broaden to online journalism. The transition to a new scope brought several advantages allowed by the development of the internet and digital technologies, as well as introduced new problematics inherent to the digital scope itlsef. Facing new challenges, online journalism has been looking for a business model capable of generating web revenues. The digital subscriptions of newspapers have been an option, with the possibility of reading the newspaper through if the computer and mobile devices smartphones and tablets. In a world full of brands, where information is avaliable in a free and uncontrollable way, it becomes pertinent to explore how brand equity influences consumers in their purchasing decisions, which is the subject of this investigation. Although the digital subscriptions of Diário de Notícias and Jornal de Notícias are only the digital version in pdf of the paper version, through a survey applied to digital subscribers, it is clear that there are specific reasons for have influence on the purchasing of digital subscriptions, which are the main conclusions from this internship report.
Entering in the digital age, journalism saw his term broaden to online journalism. The transition to a new scope brought several advantages allowed by the development of the internet and digital technologies, as well as introduced new problematics inherent to the digital scope itlsef. Facing new challenges, online journalism has been looking for a business model capable of generating web revenues. The digital subscriptions of newspapers have been an option, with the possibility of reading the newspaper through if the computer and mobile devices smartphones and tablets. In a world full of brands, where information is avaliable in a free and uncontrollable way, it becomes pertinent to explore how brand equity influences consumers in their purchasing decisions, which is the subject of this investigation. Although the digital subscriptions of Diário de Notícias and Jornal de Notícias are only the digital version in pdf of the paper version, through a survey applied to digital subscribers, it is clear that there are specific reasons for have influence on the purchasing of digital subscriptions, which are the main conclusions from this internship report.
Description
Keywords
Era digital Jornalismo online Assinaturas digitais Marcas Brand equity Digital age Online journalism Digital subscriptions Brands