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O retro está na moda, na música e nas estratégicas de marketing: estudo de caso do regresso dos D`ZRT
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O marketing de nostalgia traduz-se numa poderosa ferramenta utilizada nas estratégias de comunicação e tem como objetivo despertar nos consumidores sentimentos e lembranças do passado, de forma a criar uma conexão emocional com os mesmos. Ao apelar às emoções positivas associadas a períodos anteriores, o marketing de nostalgia procura fortalecer a ligação entre uma marca e o seu público-alvo, estabelecendo um vínculo duradouro e significativo. O regresso da banda D'ZRT, após uma pausa de 12 anos, despertou nos fãs um grande interesse e entusiasmo. Foi através de uma estratégia de comunicação que envolveu o uso do marketing de nostalgia que a banda anunciou o regresso e comunicou, durante meses, com os consumidores em diversos meios de comunicação. A presente dissertação propõe-se a verificar o impacto que o marketing de nostalgia teve no sucesso do regresso dos D'ZRT. Para efetuar o estudo, escolheu-se a metodologia quantitativa, dado que foi aplicado um inquérito por questionário com 390 respostas válidas. Os resultados do questionário revelaram uma relação positiva entre o uso do marketing de nostalgia e os construtos estudados: brand love, memória afetiva, redes sociais, reação emocional e intenção de compra. Desta forma, concluiu-se que o uso da nostalgia como ferramenta de marketing foi uma escolha eficaz para despertar sentimentos e emoções fortes no público. Esta investigação contribui para o conhecimento académico mais vasto que relaciona o marketing de nostalgia utilizado como estratégia de comunicação no regresso de uma banda, bem como oferece insights para os profissionais de marketing, gestores de marcas e artistas que procuram relembrar o passado numa era de constante evolução cultural e tecnológica.
Nostalgia marketing is a powerful tool used in communication strategies and aims to evoke feelings and memories of the past in consumers, thus creating an emotional connection with them. By tapping into the positive emotions associated with earlier periods, nostalgia marketing seeks to strengthen the bond between a brand and its target audience, establishing a lasting and meaningful connection. The return of the D'ZRT band, after a 12 year break, sparked great interest and enthusiasm among fans. It was through a communication strategy involving the use of nostalgia marketing that the band announced its return and engaged with consumers across various media outlets for months. This dissertation seeks to exp lore the effects of nostalgia marketing on the success of the D'ZRT's return. To conduct the study, a quantitative methodology was chosen, as a questionnaire survey with 390 valid responses was performed . The questionnaire results revealed a positive relationship between the use of nostalgia marketing and the constructs studied: brand love, affective memory, social media, emotional reaction, and purchase intention. Thus, it was concluded that leveraging n ostalgia as a marketing tool was an effective tool in evoking strong feelings and emotions in the audience. This research contributes to broader academic knowledge linking nostalgia marketing as a communication strategy in a band's return, while also providing insights for marketing professionals, brand managers, and artists seeking to evoke the past in an era o f constant cultural and technological evolution.
Nostalgia marketing is a powerful tool used in communication strategies and aims to evoke feelings and memories of the past in consumers, thus creating an emotional connection with them. By tapping into the positive emotions associated with earlier periods, nostalgia marketing seeks to strengthen the bond between a brand and its target audience, establishing a lasting and meaningful connection. The return of the D'ZRT band, after a 12 year break, sparked great interest and enthusiasm among fans. It was through a communication strategy involving the use of nostalgia marketing that the band announced its return and engaged with consumers across various media outlets for months. This dissertation seeks to exp lore the effects of nostalgia marketing on the success of the D'ZRT's return. To conduct the study, a quantitative methodology was chosen, as a questionnaire survey with 390 valid responses was performed . The questionnaire results revealed a positive relationship between the use of nostalgia marketing and the constructs studied: brand love, affective memory, social media, emotional reaction, and purchase intention. Thus, it was concluded that leveraging n ostalgia as a marketing tool was an effective tool in evoking strong feelings and emotions in the audience. This research contributes to broader academic knowledge linking nostalgia marketing as a communication strategy in a band's return, while also providing insights for marketing professionals, brand managers, and artists seeking to evoke the past in an era o f constant cultural and technological evolution.
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Palavras-chave
Marketing de nostalgia Estratégia de comunicação Redes sociais Regresso de banda D’ZRT Nostalgia marketing Communication strategy Social media Band comeback