Advertising and social inclusion: consumer perception and influence on purchase intention

Detalhes bibliográficos
Autor(a) principal: Simões, Elsa
Data de Publicação: 2023
Outros Autores: Gomes de Sousa, Joana, Fonseca, Manuel José, Ribeiro Cardoso, Paulo
Tipo de documento: Artigo
Idioma: por
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/2833
Resumo: The objective of this study was to analyse consumers' perception and attitude towards advertising based on inclusive messages. Four dimensions were observed that show the perception of consumers as to the motives underlying these campaigns on the part of brands, the persuasion capacity of these messages and the purchase intention that may result from this process. The study was contextualized in Portugal and focused on the perception of the Dove brand campaign for “Body Love” lotions by male and female respondents in the 18-25, 26-35 and 36-41 age groups.
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spelling Advertising and social inclusion: consumer perception and influence on purchase intentionPublicidade e inclusão social: perceção dos consumidores e influência na intenção de compraadvertisinginclusionattitudepersuasionpurchase intentionpublicidadeinclusãoatitudepersuasãointenção de compraThe objective of this study was to analyse consumers' perception and attitude towards advertising based on inclusive messages. Four dimensions were observed that show the perception of consumers as to the motives underlying these campaigns on the part of brands, the persuasion capacity of these messages and the purchase intention that may result from this process. The study was contextualized in Portugal and focused on the perception of the Dove brand campaign for “Body Love” lotions by male and female respondents in the 18-25, 26-35 and 36-41 age groups.O objetivo deste estudo foi o de analisar a perceção e atitude dos consumidores relativamente à publicidade baseada em mensagens inclusivas. Analisaram-se quatro dimensões sobre a perceção dos consumidores quanto aos motivos subjacentes a estas campanhas por parte das marcas, a capacidade de persuasão dessas mensagens e a intenção de compra que pode advir desse processo. O estudo foi contextualizado em Portugal e focou-se na perceção da campanha para as loções “Body Love” da marca Dove por parte de respondentes masculinos e femininos nas faixas etárias 18-25, 26-35 e 36-41.Escola Superior de Propaganda e Marketing2023-12-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/283310.18568/cmc.v20i59.2833Comunicação Mídia e Consumo; Vol. 20 No. 59 (2023): SET/DEZComunicação Mídia e Consumo; Vol. 20 Núm. 59 (2023): SET/DEZComunicação Mídia e Consumo; v. 20 n. 59 (2023): SET/DEZ1983-707010.18568/cmc.v20i59reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://revistacmc.espm.br/revistacmc/article/view/2833/1274Copyright (c) 2023 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessSimões, ElsaGomes de Sousa, JoanaFonseca, Manuel JoséRibeiro Cardoso, Paulo2024-02-12T13:33:40Zoai:ojs.revistacmc.espm.br:article/2833Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2024-02-12T13:33:40Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Advertising and social inclusion: consumer perception and influence on purchase intention
Publicidade e inclusão social: perceção dos consumidores e influência na intenção de compra
title Advertising and social inclusion: consumer perception and influence on purchase intention
spellingShingle Advertising and social inclusion: consumer perception and influence on purchase intention
Simões, Elsa
advertising
inclusion
attitude
persuasion
purchase intention
publicidade
inclusão
atitude
persuasão
intenção de compra
title_short Advertising and social inclusion: consumer perception and influence on purchase intention
title_full Advertising and social inclusion: consumer perception and influence on purchase intention
title_fullStr Advertising and social inclusion: consumer perception and influence on purchase intention
title_full_unstemmed Advertising and social inclusion: consumer perception and influence on purchase intention
title_sort Advertising and social inclusion: consumer perception and influence on purchase intention
author Simões, Elsa
author_facet Simões, Elsa
Gomes de Sousa, Joana
Fonseca, Manuel José
Ribeiro Cardoso, Paulo
author_role author
author2 Gomes de Sousa, Joana
Fonseca, Manuel José
Ribeiro Cardoso, Paulo
author2_role author
author
author
dc.contributor.author.fl_str_mv Simões, Elsa
Gomes de Sousa, Joana
Fonseca, Manuel José
Ribeiro Cardoso, Paulo
dc.subject.por.fl_str_mv advertising
inclusion
attitude
persuasion
purchase intention
publicidade
inclusão
atitude
persuasão
intenção de compra
topic advertising
inclusion
attitude
persuasion
purchase intention
publicidade
inclusão
atitude
persuasão
intenção de compra
description The objective of this study was to analyse consumers' perception and attitude towards advertising based on inclusive messages. Four dimensions were observed that show the perception of consumers as to the motives underlying these campaigns on the part of brands, the persuasion capacity of these messages and the purchase intention that may result from this process. The study was contextualized in Portugal and focused on the perception of the Dove brand campaign for “Body Love” lotions by male and female respondents in the 18-25, 26-35 and 36-41 age groups.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/2833
10.18568/cmc.v20i59.2833
url https://revistacmc.espm.br/revistacmc/article/view/2833
identifier_str_mv 10.18568/cmc.v20i59.2833
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/2833/1274
dc.rights.driver.fl_str_mv Copyright (c) 2023 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.source.none.fl_str_mv Comunicação Mídia e Consumo; Vol. 20 No. 59 (2023): SET/DEZ
Comunicação Mídia e Consumo; Vol. 20 Núm. 59 (2023): SET/DEZ
Comunicação Mídia e Consumo; v. 20 n. 59 (2023): SET/DEZ
1983-7070
10.18568/cmc.v20i59
reponame:Comunicação, Mídia e Consumo (Online)
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Comunicação, Mídia e Consumo (Online)
collection Comunicação, Mídia e Consumo (Online)
repository.name.fl_str_mv Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv thoff@espm.br||revistacmc@espm.br
_version_ 1793890301032529920

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