O "tradicional" e o streaming

: uma comparação das estratégias de comunicação de produtos audiovisuais

Abstract

This study focused on a comparative analysis of the communication strategies used in audiovisual products in Portugal, both on traditional television channels and streaming platforms, based on an exclusively Portuguese sample, with the aim of understanding how communication strategies influence consumer choice when viewing audiovisual content. The methodology adopted involved collecting data using a questionnaire. It emerged that communication strategies influence consumer choice when viewing audiovisual content on television channels and streaming platforms in various ways. Striking communication and effective relationship marketing campaigns are essential for establishing a strong bond and brand loyalty, which is particularly relevant for streaming platforms, where the sample showed greater loyalty due to the perception of better quality content and greater satisfaction with the services. Integrated Marketing Communication (IMC), which alternates online and offline strategies, has a moderate and positive impact on consumers, although direct interaction with company communications is limited. Interaction and participation in social networks has a positive impact on the popularity and consumption of content, with significant influences coming from friends, influencers and viral content. Finally, IMC has a moderate positive impact on consumers consumption decisions, providing diverse and informative communication about products. Although there is an influence of IMC on consumer behaviour, there is room for improvement in communication strategies to increase audience loyalty and engagement with content.

Date of Award	13 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)