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Abstract(s)
As tecnologias digitais estão intrínsecas ao dia-a-dia da maioria da população e são, ao mesmo tempo, uma das principais características da sociedade contemporânea na qual nos inserimos. Estas tecnologias fazem hoje parte de atividades que desempenhamos no decorrer dos nossos dias e, muitas vezes, já nem nos apercebemos da profunda utilização que lhes damos e da influência que têm se olharmos para cada um de nós enquanto consumidores.
Neste trabalho, pretendeu-se, num primeiro momento, olhar para o papel que as tecnologias digitais ocupam no quotidiano dos jovens pertencences à geração Z, nascidos a partir de 1998 e, posteriormente procurou-se relacionar este enraizamento das tecnologias no seu dia-a-dia com as mudanças e alterações que ocorreram na sua consumer decision journey. Paralelamente, propuseram-se um conjunto de estratégias consideradas as mais adequadas e eficazes para impactar esta geração, direcionadas às marcas que procuram comunicar e impactar estes jovens.
Através de uma metodologia qualitativa, foram realizadas entrevistas a dez jovens da geração Z, a dois consultores de comunicação digital de duas agências, bem como a uma psicóloga, que tiveram como objetivo responder ao desafio, acima descrito, que esta investigação se propõe.
A apresentação, análise e dicussão dos resultados obtidos foi feita de forma simultânea, ao estilo interpretativista, através de um conjunto de grelhas de análise temática que relacionaram as informações obtidas das entrevistas realizadas com as ideias apresentadas ao longo do enquadramento teórico. Validou-se assim a existência de uma utilização frequente e diária das tecnologias digitais no dia-a-dia dos jovens da geração Z, clarificando-se, ao mesmo tempo, que o enraizamento das mesmas no contexto do seu quotidiano não pode ser dissociado dos seus comportamentos e decisões de compra.
Digital technologies are inherent to the daily lifes of the majority of the population and are, at the same time, one of the main characteristics of the contemporary society in which we are living. Nowadays, this technologies make part of our daily activities, and we often do not even realize how deeply we use them as well as how much influenced they have on each one of us as consumers. In this work, it was intended, firstly, to look at the role that digital technologies occupy in the daily life of youngers who belong to generation Z, the ones born from 1998 and later, and then, sought to relate this technologies penetration in their daily lifes with the changes that occurred in their consumer decision journey. Additionally, a set of strategies considered to be the most appropriate and effective to impact this generation, aimed at the brands which seek to communicate and impact these young people, were proposed. Through a qualitative methodology, interviews were carried out with ten youngsters from generation Z, two digital communication consultants from two different agencies, as well as with a psychologist, whose objective was to respond to the challenge, described above, that is proposed in this research. The presentation, analysis and discussion of the obtained results was done simultaneously, in an interpretative style, through a set of thematic analysis grids which related the information obtained from the interviews with the ideas presented throughout the theoretical framework. It was, therefore, validated that there is a frequent and daily use of digital technologies in the daily life of young people from generation Z, while, at the same time, clarifying that their penetration in the context of their daily lifes can not be dissociated from their behavior and buying decisions.
Digital technologies are inherent to the daily lifes of the majority of the population and are, at the same time, one of the main characteristics of the contemporary society in which we are living. Nowadays, this technologies make part of our daily activities, and we often do not even realize how deeply we use them as well as how much influenced they have on each one of us as consumers. In this work, it was intended, firstly, to look at the role that digital technologies occupy in the daily life of youngers who belong to generation Z, the ones born from 1998 and later, and then, sought to relate this technologies penetration in their daily lifes with the changes that occurred in their consumer decision journey. Additionally, a set of strategies considered to be the most appropriate and effective to impact this generation, aimed at the brands which seek to communicate and impact these young people, were proposed. Through a qualitative methodology, interviews were carried out with ten youngsters from generation Z, two digital communication consultants from two different agencies, as well as with a psychologist, whose objective was to respond to the challenge, described above, that is proposed in this research. The presentation, analysis and discussion of the obtained results was done simultaneously, in an interpretative style, through a set of thematic analysis grids which related the information obtained from the interviews with the ideas presented throughout the theoretical framework. It was, therefore, validated that there is a frequent and daily use of digital technologies in the daily life of young people from generation Z, while, at the same time, clarifying that their penetration in the context of their daily lifes can not be dissociated from their behavior and buying decisions.
Description
Keywords
Geração Z Tecnologias digitais Consumer decision journey Sociedade contemporânea Generation Z Digital technologie Contemporary society