O papel dos cocriadores na construção de uma ligação emocional entre a Geração Z e a marca Sumol

Abstract

This dissertation presents a case study of the Portuguese brand SUMOL, which seven years ago started a process of changing its marketing actions in order to reach the digital native young generation. The aim of this thesis is to show that SUMOL's content marketing strategies, with the participation of young co-creators, contribute in a positive way to reach the target and create an emotional connection between consumers and the brand.Throughout this dissertation, concepts related to digital marketing and influence marketing are discussed, namely inbound marketing, content marketing, marketing funnel and the importance that Instagram, Youtube and Tiktok have in brand communication. In the second chapter regarding influence marketing, the importance of influencers for brands is developed and other concepts such as Love Brand, Co-creation and Generation Z are discussed. In addition, it is analyzed the importance of digital social networks and co-creators in building an emotional connection between the young consumer and the brand.To answer the central question “Does the communication played by influencers/co-creators produce a positive effect on the emotional connection of consumers to the SUMOL brand?”, exploratory data were used, including an interview with the SUMOL Brand Manager, and primary data, which comprise a twenty-one questions survey addressed to a sample of 335 people and the analysis of the content of the publications made by the brand on Instagram, Youtube and Tiktok. The outcome suggests that although the co-creator’s initiative has a positive effect on consumers' emotional connection to the brand, this connection only reaches a limited number of people. Thus, it is suggested that the brand consider extending the scope of digital communication, reaching a greater number of people and creating content of greater value and pleasing to young consumers.

Date of Award	24 Feb 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)