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Abstract(s)
Esta dissertação apresenta um estudo de caso da marca portuguesa SUMOL, que há sete anos iniciou um processo de alteração das suas ações de marketing com o intuito de atingir a geração jovem nativa digital. O objetivo é demonstrar que estratégias de marketing de conteúdos da SUMOL, com a participação de jovens cocriadores, contribuem de forma positiva para atingir o target e criar uma ligação emocional dos consumidores com a marca.
Ao longo desta dissertação são discutidos conceitos relacionados com o marketing digital e o marketing de influência, nomeadamente inbound marketing, marketing de conteúdo, funil de marketing e a importância que o Instagram, o Youtube e o Tiktok têm na comunicação das marcas. No segundo capítulo sobre o marketing de influência, é exposta a importância dos influenciadores para as marcas e são abordados outros conceitos como Love Brand, Cocriação e Geração Z. Além disso, é analisada a importância das redes sociais digitais e dos cocriadores para a construção de uma ligação emocional do consumidor jovem à marca.
Para responder à pergunta central “A comunicação desenvolvida pelos influenciadores/cocriadores gera um efeito positivo na ligação emocional dos consumidores à marca SUMOL?”, foram utilizados dados exploratórios, nomeadamente uma entrevista ao Brand Manager da SUMOL, e dados primários, que compreendem um inquérito de vinte e uma questões dirigido a uma amostra de 335 pessoas e a análise do conteúdo das publicações realizadas pela marca no Instagram, no Youtube e no Tiktok.
Os resultados sugerem que embora a iniciativa de cocriadores tenha um efeito positivo na ligação emocional dos consumidores à marca, esta ligação apenas chega a um número limitado de pessoas. Deste modo, sugere-se que a marca considere um alargamento do
alcance da comunicação digital, chegando a um maior número de pessoas e criando conteúdos de maior valor e do agrado dos consumidores jovens.
This dissertation presents a case study of the Portuguese brand SUMOL, which seven years ago started a process of changing its marketing actions in order to reach the digital native young generation. The aim of this thesis is to show that SUMOL's content marketing strategies, with the participation of young co-creators, contribute in a positive way to reach the target and create an emotional connection between consumers and the brand. Throughout this dissertation, concepts related to digital marketing and influence marketing are discussed, namely inbound marketing, content marketing, marketing funnel and the importance that Instagram, Youtube and Tiktok have in brand communication. In the second chapter regarding influence marketing, the importance of influencers for brands is developed and other concepts such as Love Brand, Co-creation and Generation Z are discussed. In addition, it is analyzed the importance of digital social networks and co-creators in building an emotional connection between the young consumer and the brand. To answer the central question “Does the communication played by influencers/co-creators produce a positive effect on the emotional connection of consumers to the SUMOL brand?”, exploratory data were used, including an interview with the SUMOL Brand Manager, and primary data, which comprise a twenty-one questions survey addressed to a sample of 335 people and the analysis of the content of the publications made by the brand on Instagram, Youtube and Tiktok. The outcome suggests that although the co-creator’s initiative has a positive effect on consumers' emotional connection to the brand, this connection only reaches a limited number of people. Thus, it is suggested that the brand consider extending the scope of digital communication, reaching a greater number of people and creating content of greater value and pleasing to young consumers.
This dissertation presents a case study of the Portuguese brand SUMOL, which seven years ago started a process of changing its marketing actions in order to reach the digital native young generation. The aim of this thesis is to show that SUMOL's content marketing strategies, with the participation of young co-creators, contribute in a positive way to reach the target and create an emotional connection between consumers and the brand. Throughout this dissertation, concepts related to digital marketing and influence marketing are discussed, namely inbound marketing, content marketing, marketing funnel and the importance that Instagram, Youtube and Tiktok have in brand communication. In the second chapter regarding influence marketing, the importance of influencers for brands is developed and other concepts such as Love Brand, Co-creation and Generation Z are discussed. In addition, it is analyzed the importance of digital social networks and co-creators in building an emotional connection between the young consumer and the brand. To answer the central question “Does the communication played by influencers/co-creators produce a positive effect on the emotional connection of consumers to the SUMOL brand?”, exploratory data were used, including an interview with the SUMOL Brand Manager, and primary data, which comprise a twenty-one questions survey addressed to a sample of 335 people and the analysis of the content of the publications made by the brand on Instagram, Youtube and Tiktok. The outcome suggests that although the co-creator’s initiative has a positive effect on consumers' emotional connection to the brand, this connection only reaches a limited number of people. Thus, it is suggested that the brand consider extending the scope of digital communication, reaching a greater number of people and creating content of greater value and pleasing to young consumers.
Description
Keywords
Marca SUMOL RSD (redes sociais digitais) Marketing Conteúdo Influenciador Digital Cocriador Influência Brand SM (social media) Influencer Content Co-creator