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O "tradicional" e o streaming : uma comparação das estratégias de comunicação de produtos audiovisuais
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| 2.01 MB | Adobe PDF |
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Abstract(s)
O presente trabalho concentrou-se na análise comparativa das estratégias de comunicação utilizadas em produtos audiovisuais em Portugal, tanto em canais televisivos tradicionais quanto em plataformas streaming, com base numa amostra exclusivamente portuguesa, com o objetivo de compreender de que forma as estratégias de comunicação influenciam a escolha dos consumidores na visualização de conteúdos audiovisuais. A metodologia adotada envolveu a recolha de dados por meio de um questionário. Ficou evidenciado que as estratégias de comunicação influenciam a escolha dos consumidores na visualização de conteúdos audiovisuais em canais de televisão e plataformas streaming de várias maneiras. A comunicação marcante e campanhas eficazes de marketing relacional são essenciais para estabelecer uma ligação forte e de lealdade à marca, o que é particularmente relevante para as plataformas streaming, onde a amostra demonstrou maior lealdade devido à perceção de melhor qualidade de conteúdos e maior satisfação com os serviços. A Comunicação Integrada de Marketing (CIM), que alterna estratégias online e offline, tem um impacto moderado e positivo nos consumidores, embora a interação direta com as comunicações das empresas seja limitada. A interação e a participação nas redes sociais tem um impacto positivo na popularidade e consumo de conteúdos, com influências significativas vindas de amigos, influenciadores e conteúdos virais. Finalmente, a CIM tem um impacto positivo moderado na decisão de consumo dos consumidores, proporcionando uma comunicação variada e informativa sobre os produtos. Embora haja uma influência da CIM no comportamento dos consumidores, há espaço para melhorias nas estratégias de comunicação para aumentar a lealdade e o envolvimento do público com os conteúdos.
This study focused on a comparative analysis of the communication strategies used in audiovisual products in Portugal, both on traditional television channels and streaming platforms, based on an exclusively Portuguese sample, with the aim of understanding how communication strategies influence consumer choice when viewing audiovisual content. The methodology adopted involved collecting data using a questionnaire. It emerged that communication strategies influence consumer choice when viewing audiovisual content on television channels and streaming platforms in various ways. Striking communication and effective relationship marketing campaigns are essential for establishing a strong bond and brand loyalty, which is particularly relevant for streaming platforms, where the sample showed greater loyalty due to the perception of better quality content and greater satisfaction with the services. Integrated Marketing Communication (IMC), which alternates online and offline strategies, has a moderate and positive impact on consumers, although direct interaction with company communications is limited. Interaction and participation in social networks has a positive impact on the popularity and consumption of content, with significant influences coming from friends, influencers and viral content. Finally, IMC has a moderate positive impact on consumers consumption decisions, providing diverse and informative communication about products. Although there is an influence of IMC on consumer behaviour, there is room for improvement in communication strategies to increase audience loyalty and engagement with content.
This study focused on a comparative analysis of the communication strategies used in audiovisual products in Portugal, both on traditional television channels and streaming platforms, based on an exclusively Portuguese sample, with the aim of understanding how communication strategies influence consumer choice when viewing audiovisual content. The methodology adopted involved collecting data using a questionnaire. It emerged that communication strategies influence consumer choice when viewing audiovisual content on television channels and streaming platforms in various ways. Striking communication and effective relationship marketing campaigns are essential for establishing a strong bond and brand loyalty, which is particularly relevant for streaming platforms, where the sample showed greater loyalty due to the perception of better quality content and greater satisfaction with the services. Integrated Marketing Communication (IMC), which alternates online and offline strategies, has a moderate and positive impact on consumers, although direct interaction with company communications is limited. Interaction and participation in social networks has a positive impact on the popularity and consumption of content, with significant influences coming from friends, influencers and viral content. Finally, IMC has a moderate positive impact on consumers consumption decisions, providing diverse and informative communication about products. Although there is an influence of IMC on consumer behaviour, there is room for improvement in communication strategies to increase audience loyalty and engagement with content.
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Estratégias de comunicação Canais televisivos Streaming Comunicação integrada de marketing Conteúdos audiovisuais Communication strategies Television channels Integrated marketing communication Audiovisual content
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CC License
Without CC licence