Investigando o uso de técnicas de persuasão para ampliar o acesso a plataformas de livros digitais
Carregando...
Autores
Orientador
Co-orientadores
Citações na Scopus
Tipo de documento
Data
2023
Título da Revista
ISSN da Revista
Título do Volume
Resumo
O isolamento social provocado pela pandemia de covid-19 impulsionou o mercado de
livros digitais no Brasil, fazendo com que editoras antecipassem o lançamento de
títulos nesse formato e intensificassem a conversão de seus catálogos. Uma das
formas de utilizar e-books e ePubs está nas bibliotecas digitais, mas estas podem
encontrar dificuldades para atrair usuários. O presente trabalho investiga, utilizando
pesquisa quantitativa, o emprego de técnicas de persuasão para aumentar o acesso
a bibliotecas digitais. As técnicas se baseiam nos princípios persuasivos estabelecidos
por Robert Cialdini: reciprocidade, compromisso e coerência, aprovação social,
afeição, autoridade e escassez. A partir de mensagens de e-mail marketing, o trabalho
tem, como objetivo, verificar se as técnicas de persuasão de Cialdini conseguem
aumentar os acessos a uma plataforma digital. Considera-se que tal investigação
pode auxiliar gestores de conteúdos digitais em relação a abordagens mais
convidativas para os usuários, além de enriquecer a literatura disponível sobre o
consumo de livros digitais. Também se considera relevante o fato de o estudo de
campo mobilizar as seis técnicas concomitantemente. Nesse sentido, o trabalho pode
trazer mais dados e insights acerca das técnicas de persuasão, incluindo sua
eficiência e suas limitações.
The social isolation caused by the covid-19 pandemic have boosted the digital book market in Brazil. Publishers have anticipated the launch of books in this format and intensified the conversion of their catalogues. Digital libraries are one of the ways for accessing e-books and ePubs, but these platforms may find it difficult to attract users. The present work investigates, using quantitative research, the use of persuasion techniques to increase access to digital libraries. The techniques are based on the persuasive principles established by Robert Cialdini: reciprocity, consistency, social proof, liking, authority, and scarcity. The purpose of this work is to investigate whether Cialdini’s persuasion techniques can increase accesses to a digital platform, through the sending of e-mail marketing messages. From our point of view, this investigation can help digital content managers regarding more attractive approaches for users. In addition, it can enrich the available literature on the consumption of digital books. We also considered relevant the fact that the field study mobilizes the six techniques concomitantly. In this sense, the work can bring more information and insights about persuasion techniques, as well as their effectiveness and limitations.
The social isolation caused by the covid-19 pandemic have boosted the digital book market in Brazil. Publishers have anticipated the launch of books in this format and intensified the conversion of their catalogues. Digital libraries are one of the ways for accessing e-books and ePubs, but these platforms may find it difficult to attract users. The present work investigates, using quantitative research, the use of persuasion techniques to increase access to digital libraries. The techniques are based on the persuasive principles established by Robert Cialdini: reciprocity, consistency, social proof, liking, authority, and scarcity. The purpose of this work is to investigate whether Cialdini’s persuasion techniques can increase accesses to a digital platform, through the sending of e-mail marketing messages. From our point of view, this investigation can help digital content managers regarding more attractive approaches for users. In addition, it can enrich the available literature on the consumption of digital books. We also considered relevant the fact that the field study mobilizes the six techniques concomitantly. In this sense, the work can bring more information and insights about persuasion techniques, as well as their effectiveness and limitations.
Palavras-chave
Titulo de periódico
URL da fonte
Título de Livro
URL na Scopus
Idioma
pt
URL permanente
Notas
Membros da banca
Área do Conhecimento CNPQ
CIENCIAS SOCIAIS APLICADAS
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO