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O Papel do Marketing Digital na Perceção das Marcas Cidade – O caso de Castelo Branco

Author

Listed:
  • Susana Bernardino

    (CEOS.PP/ISCAP/P.Porto)

  • J. Freitas Santos

    (CEOS.PP/ISCAP/P.Porto)

  • Margarida M. Matos

    (ISCAP/P.Porto)

Abstract

Este artigo pretende avaliar em que medida o uso de estratégias integradas de comunicação de marketing, que combinam os meios tradicionais (imprensa, rádio, televisão, outdoors, entre outros) e digitais (redes sociais, publicidade paga, entre outros), podem influenciar a imagem percebida dos residentes em relação à marca “Castelo Branco, Bordar e Receber”. Para atingir aquele desiderato, foi usado um inquérito por questionário online para recolha de dados dos residentes do município de Castelo Branco, entre julho e agosto de 2021. Foram obtidas um total de 745 respostas, que foram depois estatisticamente analisadas. Os resultados apontam para um papel positivo da adoção de estratégias de marketing digital na formação da perceção da marca cidade analisada. O estudo indica, ainda, que os meios de comunicação tradicionais são complementares dos digitais, muito embora as ferramentas digitais orgânicas (website/newsletter) e inorgânicas (redes sociais), possam ser mais intensamente exploradas.

Suggested Citation

  • Susana Bernardino & J. Freitas Santos & Margarida M. Matos, 2024. "O Papel do Marketing Digital na Perceção das Marcas Cidade – O caso de Castelo Branco," RPER, Associação Portuguesa para o Desenvolvimento Regional, issue 67, pages 77-93, January.
    • Handle: RePEc:apd:rper00:y:2024:i:67:id:548
    DOI: 10.59072/rper.vi67.548
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