| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.61 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nesta dissertação, através da apresentação de um estudo de caso, reflete-se no papel do storytelling enquanto elemento humanizador da comunicação digital da marca, analisando como é percecionada pelos consumidores e de que forma é gerada uma eventual ligação emocional com a mesma. Assim sendo, foi definida a seguinte pergunta de investigação: “Como é que o uso do storytelling, na comunicação digital, ativa a ligação emocional dos consumidores a uma marca?”
Ao longo do estudo discutem-se conceitos relacionados com a interação humana no mundo digital, considerando a tecnologia, redes sociais, identidades virtuais, e relação virtual com as marcas. Foi também abordada a relação do storytelling com a comunicação da marca, incluindo a estrutura da narrativa, conceitos e modelos, e o seu papel humanizador. E, por fim, foram apresentados os efeitos e contributo do storytelling na perceção da marca, a empatia e a ligação emocional ao consumidor. Para responder à pergunta de investigação formulada, selecionou-se o contexto empírico da Bordallo Pinheiro, marca icónica do setor das faianças em Portugal. De cariz descritivo e com um horizonte temporal cross-sectional, neste estudo optou-se por uma recolha de dados mono método, com uma estratégia de inquérito por entrevistas
semiestruturadas, a diferentes stakeholders da marca, designadamente colaboradores, revendedores e consumidores. Os resultados sugerem que comunicar eficazmente, fazendo uso do storytelling, é um desafio constante, que requer talento, treino, inspiração e elevada sensibilidade. E é colocando o
foco nas pessoas, deixando-as assumir o papel principal nas histórias, que os consumidores se envolvem, de forma mais profunda, com uma marca que desejam humanizada, com a qual facilmente se identifiquem, e queiram estabelecer ou fortalecer laços emocionais.
In this dissertation, through the presentation of a case study, a reflection is made on the role of storytelling as a humanizing element of the brand's digital communication, analyzing how consumers perceive it and how an eventual emotional connection with it is generated. In this sense, the following research question was defined: “How does the use of storytelling, in digital communication, activate consumers’ emotional connection to a brand?” The study discusses concepts related to human interaction in the digital world, including technology, social networks, virtual identities, and virtual relationships with brands. The relationship between storytelling and brand communication was also addressed, including the structure of the narrative, concepts and models, and its humanizing role. And finally, the effects and contribution of storytelling on brand perception, empathy and emotional connection to the consumer were presented. To answer the research question formulated, the empirical context of Bordallo Pinheiro, an iconic brand in the earthenware sector in Portugal, was selected. Descriptive and with a cross-sectional time horizon, in this study, a mono-method data collection was chosen, using a survey strategy by semi-structured interviews with different brand stakeholders, namely employees, resellers and consumers. The results suggest that communicating effectively using storytelling is a constant challenge, which requires talent, training, inspiration, and high sensitivity. It is by focusing on people, letting them take the leading role in the stories, consumers become more deeply involved with a brand that they want to be humanised, with which they can easily identify, and want to establish or strengthen emotional bonds.
In this dissertation, through the presentation of a case study, a reflection is made on the role of storytelling as a humanizing element of the brand's digital communication, analyzing how consumers perceive it and how an eventual emotional connection with it is generated. In this sense, the following research question was defined: “How does the use of storytelling, in digital communication, activate consumers’ emotional connection to a brand?” The study discusses concepts related to human interaction in the digital world, including technology, social networks, virtual identities, and virtual relationships with brands. The relationship between storytelling and brand communication was also addressed, including the structure of the narrative, concepts and models, and its humanizing role. And finally, the effects and contribution of storytelling on brand perception, empathy and emotional connection to the consumer were presented. To answer the research question formulated, the empirical context of Bordallo Pinheiro, an iconic brand in the earthenware sector in Portugal, was selected. Descriptive and with a cross-sectional time horizon, in this study, a mono-method data collection was chosen, using a survey strategy by semi-structured interviews with different brand stakeholders, namely employees, resellers and consumers. The results suggest that communicating effectively using storytelling is a constant challenge, which requires talent, training, inspiration, and high sensitivity. It is by focusing on people, letting them take the leading role in the stories, consumers become more deeply involved with a brand that they want to be humanised, with which they can easily identify, and want to establish or strengthen emotional bonds.
Description
Keywords
Storytelling Comunicação digital Humanização da marca Ligação emocional Digital communication Brand humanisation Emotional connection