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A ética e a responsabilidade social das marcas de cosmética : a perceção da geração Z nas redes sociais
| Name: | Description: | Size: | Format: | |
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| 3.16 MB | Adobe PDF |
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Abstract(s)
A revolução digital tem impulsionado uma transformação significativa na forma como as marcas comunicam com o seu público, tornando a comunicação mais dinâmica, interativa e personalizada. Esta mudança é particularmente evidente no setor da cosmética, onde as empresas recorrem a estratégias digitais para se aproximarem dos consumidores. Paralelamente, cresce a importância de comunicar de forma clara valores éticos e de responsabilidade social. Os consumidores, em particular a Geração Z, demonstram crescente sensibilidade e exigência relativamente a estes temas. Assim, a comunicação digital está a tornar-se não só numa ferramenta de personalização, mas também num meio crucial para fortalecer a confiança e a identificação do público jovem com as marcas. Esta investigação foi orientada pela seguinte questão: Qual a perceção da Geração Z sobre a ética e a responsabilidade social das marcas de beleza e cosmética nas redes sociais? A investigação seguiu uma metodologia empírica mista. Num primeiro momento, recorreu-se ao método quantitativo para recolha de dados primários, por meio da aplicação de um questionário dirigido aos consumidores portugueses da geração em estudo, do qual resultou uma amostra de 101 consumidores. Posteriormente, levou-se a cabo uma abordagem qualitativa através da análise da presença nas redes sociais de quatro marcas de cosmética presentes em Portugal. Os principais resultados mostraram que a Geração Z perceciona de forma positiva a comunicação das práticas éticas e de responsabilidade social das marcas de cosmética nas redes sociais, mas que o seu envolvimento é algo seletivo. Sendo que, o uso de influenciadores, mais eficaz para alcançar este público, ainda não promove discussões profundas sobre estas temáticas.
The digital revolution has driven a significant transformation in how brands communicate with their audience, making communication more dynamic, interactive, and personalized. This change is particularly evident in the cosmetics sector, where companies use digital strategies to get closer to consumers. At the same time, the importance of clearly communicating ethical values and social responsibility is growing. Consumers in general, and Generation Z in particular, are showing increasing sensitivity and demand regarding these issues. Thus, digital communication is becoming not only a tool for personalization but also a crucial means to strengthen trust and identification between young consumers and brands. This research was guided by the following question: What is Generation Z's perception of the ethics and social responsibility of beauty and cosmetic brands on social media? The research followed a mixed empirical methodology. First, a quantitative method was used to collect primary data through a survey targeting Portuguese consumers, resulting in a sample of 101 respondents. Subsequently, in an exploratory phase, a qualitative approach was taken by analysing the social media presence of four cosmetic brands that have a presence in Portugal. The main results showed that Generation Z perceives positively the communication of cosmetic brands' ethical practices and social responsibility on social media, but their engagement is somewhat selective. Furthermore, while the use of influencers is more effective in reaching this audience, it still does not promote deep discussions on these topics.
The digital revolution has driven a significant transformation in how brands communicate with their audience, making communication more dynamic, interactive, and personalized. This change is particularly evident in the cosmetics sector, where companies use digital strategies to get closer to consumers. At the same time, the importance of clearly communicating ethical values and social responsibility is growing. Consumers in general, and Generation Z in particular, are showing increasing sensitivity and demand regarding these issues. Thus, digital communication is becoming not only a tool for personalization but also a crucial means to strengthen trust and identification between young consumers and brands. This research was guided by the following question: What is Generation Z's perception of the ethics and social responsibility of beauty and cosmetic brands on social media? The research followed a mixed empirical methodology. First, a quantitative method was used to collect primary data through a survey targeting Portuguese consumers, resulting in a sample of 101 respondents. Subsequently, in an exploratory phase, a qualitative approach was taken by analysing the social media presence of four cosmetic brands that have a presence in Portugal. The main results showed that Generation Z perceives positively the communication of cosmetic brands' ethical practices and social responsibility on social media, but their engagement is somewhat selective. Furthermore, while the use of influencers is more effective in reaching this audience, it still does not promote deep discussions on these topics.
Description
Keywords
Ética Responsabilidade social Redes sociais Comunicação digital Geração Z Ethics Social responsibility Social media Digital communication Generation Z
Pedagogical Context
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CC License
Without CC licence