O impacto do conteúdo patrocinado no engagement da audiência

• Autor(a) principal: Almeida, Cátia Lopes Castro
• 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/10400.22/19084
• topic: Conteúdo patrocinado; Engagement; Youtube; Influenciadores digitais; Conhecimento de persuasão; Sponsored content; Engagement; Youtube; Digital influencers; Persuasion knowledge; Gestão

Sponsored content is a type of content marketing described as the intentional incorporation of brands, products or persuasive messages into traditionally non-commercial editorial content, and because of its broad reach these days, social media has been widely used to implement sponsored publications and more and more companies encourage digital influencers, who in this medium are a powerful resource, to disclose brand-related information, compensating them for the sponsored content. Therefore, taking into account the current focus of brands, the present investigation focuses on the digital sphere, with the main objective of understanding the impact of sponsored content on the engagement of the beauty community audience on Youtube. The methodology chosen was the use of two methods, namely the study of multiple cases on Youtube and an empirical, descriptive and quantitative confirmatory cross-sectional research, based on the identification of a theoretical model, supported by the review of the literature on the theme. Data collection was carried out through an online questionnaire survey, obtaining a sample of 102 valid responses. The results obtained allowed us to analyze the persuasion knowledge and the positive relationship that this variable has with engagement in order to understand how respondents react to the presence of sponsored content that despite the more it’s recognized, the worse the audience engagement will be, for the persuasion knowledge to negatively affect the engagement, the audience beliefs about videos with sponsored content would have to be way to negative to reverse their attitude. It was also possible to notice that the number of subscribers is not proportional to the number of interactions. In this work, about half of the proposed hypotheses were proven.