Conteúdo patrocinado: os aspetos que contribuem para o relacionamento consumidor-marca e para a intenção de compra nas telecomunicações em Portugal

• Autor(a) principal: Leão, José Pedro Barbosa
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/19597
• topic: Conteúdo Patrocinado; Redes Sociais; Relacionamento Consumidor-marca; Telecomunicações; Intenção de compra; Sponsored content; Social Media; Consumer-Brand Relationship; Purchase Intenti; Gestão

The evolution of technologies and the digital environment, the ease of access and sharing of information, as well as the greater simplicity in communication, have contributed to consumers adopting another type of behaviour, adapting to new realities. Social networks are a consequence of this evolution. Currently, a large part of society uses social media and different digital platforms. Given their importance, the number of users on social media has grown and advertising has also increased on these platforms, generating a negative effect on consumer attitudes towards online advertising and a growing intention to avoid ads. In addition, consumers have become more critical and selective, forcing brands to adapt in the way information is created, made available and used on social networks. Sponsored content emerges as an alternative to more traditional online advertising, allowing a closer connection with consumers. However, when a persuasive intent is verified in the content, a more critical and distrustful attitude is developed about the message transmitted, and consequently, a negative attitude towards the brand. Considering the telecommunications market in Portugal, this study aims to understand the contributions of the dimensions related to sponsored contents on social networks, in the consumer's relationship with the telecommunications brands, as well as to evaluate the effects of the consumer's relationship with the brands in the purchase intention. To carry out the study, a mixed methodology was adopted, using quantitative data collected through a questionnaire, and qualitative data collected through interviews. This research complements existing studies on the relationship between sponsored content and consumer-brand relationships, providing marketing professionals and brand managers with knowledge about consumer-brand relationships in telecommunications in Portugal.