O consumidor LGBTQIAP+ e a comunicação de serviços e produtos segmentados na cidade do Porto
Year: 2025
Type: dissertation
Study design: Observational Study
Abstract: The main objective of this study is to understand the dimensions of access and exposure of LGBTQIAPN+ consumers to marketing communications for products and services targeted at this audience in the city of Porto, as well as their perception of how these consumers are represented in such communication.As a preamble, a field study was conducted in six European cities, covering a wide geographic area, to understand how this reality presents itself outside Portugal and to establish a broader basis for comparison.To address the proposed research question, an online questionnaire was developed and distributed, complemented by in-depth interviews, with the aim of combining quantitative and qualitative approaches.The quantitative phase was supported by hypothesis testing formulated from inferences drawn from the literature review and is characterized as descriptive and exploratory, while the qualitative approach focuses on a deeper understanding of the studied phenomena from an interpretive perspective.Both methodologies, applied in an integrated manner, position the study as applied research aimed at solving practical problems within the research field.When combined, they contribute to understanding the exposure to and perception of targeted communication in the city.The results broadly demonstrate a deficiency in targeted communication for this audience, although this does not directly impact the perception of such representations.It was inferred that the more exposed the consumer is to this communication, the less negative their perception of it tends to be.In conclusion, there is still a long way to go, both in the academic research context and in the practical application of these new insights to communication strategies.
Author: Plynio Alô Maciel
Language: Portuguese
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7112022383