A carregar...
Publicação
O SuperPoder dos Digital Influencers: Heróis ou Vilões? Impacto do Marketing de Influência nas Crianças
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.53 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A popularidade do user-generated content (UGC) e dos influenciadores digitais, tem vindo a chamar cada vez mais a atenção dos profissionais na área da publicidade e do marketing, que procuraram utilizá-los como uma nova ferramenta de comunicação. As celebridades digitais são vistas como um canal eficaz para alcançar jovens consumidores que, se encontram numa fase de desenvolvimento intelectual muito importante, o que nos leva a questionar o impacto desta estratégia neste público em específico. A presente dissertação foca-se exatamente no efeito do marketing de influência nas crianças e em como é possível mitigar o seu impacto menos positivo, fazendo uso do mesmo da forma mais correta eticamente, tendo em consideração o bem-estar das crianças. A recolha de dados desta investigação, que utiliza uma metodologia mista, é realizada através de uma técnica qualitativa, com entrevistas a 20 crianças entre os 8 e os 12 anos e uma técnica quantitativa, um questionário aplicado a 44 encarregados de educação e familiares de crianças dentro da mesma faixa etária, com o intuito de compreender e explorar a sua utilização das plataformas digitais, a forma como consomem conteúdo de influenciadores e como é que esse conteúdo os impacta, o seu conhecimento acerca da publicidade, assim como a sua capacidade de distinguir o conteúdo patrocinado e por fim, compreender a perceção dos familiares sobre o tema e o seu conhecimento sobre como as crianças utilizam as redes sociais e isso as afeta. Os resultados indicam que, as crianças se encontram familiarizadas com as redes sociais, utilizando-as de forma autónoma e habitual, sem grande vigilância ou proteção. Com base na relação que estabelecem com estas celebridades digitais e, consequente, confiança que têm nelas, concordam frequentemente com as suas perspetivas e opiniões, seguem os seus conselhos, inclusive aqueles relacionados com o consumo, e imitam os seus comportamentos, algo de que os encarregados de educação e familiares não têm propriamente noção. Além disso, o conhecimento que as crianças têm da publicidade e desta estratégia é reduzido, tendo alguma dificuldade em compreender a tentativa de persuasão subjacente e distinguir o conteúdo publicitário do restante conteúdo publicado pelos influenciadores, ainda que não estejam conscientes disso. Conclui-se que, a influência que estes indivíduos têm sobre os mais novos vai muito além dos hábitos de consumo, sendo maioritariamente positiva, mais podendo facilmente tornar-se prejudicial, dependendo de como utilizam o seu superpoder. Além disso, os principais fatores que tornam as crianças tão vulneráveis a esta estratégia são, essencialmente, a confiança que têm nos criadores de conteúdo, a sua fraca literacia publicitária e a contida identificação do conteúdo patrocinado, que não lhes permitem pensar criticamente sobre esse conteúdo.
The popularity of user-generated content and digital influencers has been drawing more and more attention from advertisers and marketeers, who have sought to use them as a new communication tool. Children use social networking sites (SNSs) at an increasingly younger age, which makes digital celebrities an effective channel to reach these young consumers, who are at a very important stage of intellectual development. This dissertation focus on the effect influencer marketing has on children and ways of mitigating its negative impact, using it in the most ethical way possible, considering the children's well-being. This research uses a mixed methodology so, data collection is carried out through a qualitative technique, interviews with 20 children between the ages of 8 and 12 years old and a quantitative method, a questionnaire applied to 44 parents and family members of children within the same age group, in order to understand and explore their use of digital platforms, analyse their opinion on influencers and their content and how that content impacts them, their knowledge of advertising, as well as their ability to distinguish sponsored content from the rest of the content posted by these content creators and, finally, understand family members' perception of the topic and their knowledge of the way children use social media and how it affects them. The results indicate that children are very familiar with social media, using them independently and frequently, without much supervision or protection. Based on the relationship the young users establish with influencers and, consequently, the trust they have in them, they often agree with their perspectives and opinions, follow their advice, including those related to consumption, and imitate their behaviours, something that parents and tutors aren’t exactly aware of. In addition, their knowledge of advertising and this strategy is somewhat low, they struggle to identify and understand the persuasive attempt underneath, and to distinguish advertising content from other content, even if they are not aware of it. It is concluded that, the influence that these celebrities have on young people goes far beyond consumption habits, and is mostly positive, although it can easily become harmful, it mainly depends on how the content creators use their superpower. Also, the factors that make children so vulnerable to this strategy are, essentially, the trust they have in content creators, their weak knowledge of advertising and its strategies, as well as the poor and contained identification of sponsored content, which doesn’t allow children to think critically about the paid content.
The popularity of user-generated content and digital influencers has been drawing more and more attention from advertisers and marketeers, who have sought to use them as a new communication tool. Children use social networking sites (SNSs) at an increasingly younger age, which makes digital celebrities an effective channel to reach these young consumers, who are at a very important stage of intellectual development. This dissertation focus on the effect influencer marketing has on children and ways of mitigating its negative impact, using it in the most ethical way possible, considering the children's well-being. This research uses a mixed methodology so, data collection is carried out through a qualitative technique, interviews with 20 children between the ages of 8 and 12 years old and a quantitative method, a questionnaire applied to 44 parents and family members of children within the same age group, in order to understand and explore their use of digital platforms, analyse their opinion on influencers and their content and how that content impacts them, their knowledge of advertising, as well as their ability to distinguish sponsored content from the rest of the content posted by these content creators and, finally, understand family members' perception of the topic and their knowledge of the way children use social media and how it affects them. The results indicate that children are very familiar with social media, using them independently and frequently, without much supervision or protection. Based on the relationship the young users establish with influencers and, consequently, the trust they have in them, they often agree with their perspectives and opinions, follow their advice, including those related to consumption, and imitate their behaviours, something that parents and tutors aren’t exactly aware of. In addition, their knowledge of advertising and this strategy is somewhat low, they struggle to identify and understand the persuasive attempt underneath, and to distinguish advertising content from other content, even if they are not aware of it. It is concluded that, the influence that these celebrities have on young people goes far beyond consumption habits, and is mostly positive, although it can easily become harmful, it mainly depends on how the content creators use their superpower. Also, the factors that make children so vulnerable to this strategy are, essentially, the trust they have in content creators, their weak knowledge of advertising and its strategies, as well as the poor and contained identification of sponsored content, which doesn’t allow children to think critically about the paid content.
Descrição
Palavras-chave
Marketing Redes sociais Influenciadores digitais Literacia publicitária Social media Digital influencers Advertising literacy