O efeito do storytelling associado à comunicação da Covid-19 no engagement

• Autor(a) principal: Lemos, Patrícia Vieira
• 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/10400.22/19557
• topic: Storytelling; Consumer engagement; COVID-19; Marketing de causas sociais; Social cause marketing; Gestão

The Covid-19 disease came to shake the world, enclosed people at home, ended associations, changed habits and behaviour. However, it has become an opportunity for brands to communicate with their customers and other audiences. Several associations took Covid-19 as a cause and sought to involve their consumers in changing attitudes, behavior and sharing information. The main objective of this investigation was to understand how brands told Covid-19 associated stories in their communication influenced their engagement with their consumers. Regarding the stories, it became relevant to evaluate the plot, characters and verisimilitude. With regard to consumer engagement, in its mutidimensional nature, affective engagement, emotional engagement and cognitive engagement. This study has, essentially, an netnographic approach that took into account the comments and the announcements, published on two social networks, Facebook and Instagram, by nine portuguese brands- Continente, Super Bock, Vodafone Portugal, Sistema Nacional de Saúde português, Infraestruturas de Portugal, Bertrand Livreiros, Coca-Cola, Nívea Portugal e Universidade do Porto. The results of this research reveal that for stories associated with Covid-19, to have a greater level of influence on the consumer, they must use the elements as a whole, since each one of them is essential to generate a positive engagement with the consumer. However, it also reveals that although the elements work better together, the characters play a prominent role in consumer engagement, for their ability to make the consumer identify with the story and become empathetic. Furthermore, the results also show that the individual interpretation of the story varies the level of consumer involvement. Finally, this research proves to be useful for management, namely organizations that communicate causes, as it proposes a framework that links the elements of the stories to the dimensions of consumer engagement. And because it is a recent topic, Covid-19, it is a good starting point for future investigations as it allows us to understand which type of story has the greatest impact.