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Resumo(s)
Em regiões geograficamente isoladas, como é o caso da Região Autónoma dos Açores, o marketing digital constitui um meio estratégico para ultrapassar barreiras geográficas, reforçar a relação entre a marca e os consumidores e aumentar a competitividade empresarial. Contudo, o grau em que as empresas e os consumidores locais exploram e interagem com as ferramentas digitais permanece pouco explorado. Este estudo analisa os comportamentos, perceções e atitudes dos consumidores açorianos face ao marketing digital, sob duas perspetivas: dos próprios clientes e das pequenas e médias empresas com que eles interagem, avaliando o seu impacto na interação, confiança e intenção de compra, bem como identificando os desafios estruturais e contextuais que condicionam a sua eficácia. Para tal, foi adotada uma abordagem metodológica mista, combinando um inquérito a 250 consumidores das nove ilhas com entrevistas semiestruturadas a 28 micro e pequenas empresas de diversos setores. Os resultados quantitativos indicam que a exposição digital está positivamente associada à frequência de compras online e à interação com marcas regionais. O tipo de conteúdo e a rede social preferida emergem como determinantes da perceção de eficácia da comunicação, enquanto a valorização da sustentabilidade, mais acentuada entre os consumidores mais jovens, influencia positivamente a confiança e a intenção de compra. Os resultados qualitativos evidenciam maturidade digital assimétrica entre setores: empresas tradicionais mantêm presença digital limitada, enquanto outras recorrem a estratégias avançadas como Search Engine Optimization, comércio eletrónico, parcerias com influenciadores e análise de dados. Persistem barreiras como a escassez de recursos humanos qualificados, dificuldades de adoção tecnológica e fraca integração de métricas de desempenho. Assim, este estudo contribui para a compreensão da interseção entre comportamento do consumidor, práticas empresariais e desenvolvimento regional, oferecendo orientações práticas para potenciar a eficácia do marketing digital em territórios ultraperiféricos.
ABSTRACT: In peripheral regions such as the Autonomous Region of the Azores, digital marketing offers a strategic means to overcome spatial barriers, strengthen brand–consumer relationships, and enhance business competitiveness. However, the degree to which local companies and consumers engage effectively with digital strategies remains underexplored. This study examines consumer behaviors, perceptions, and attitudes towards digital marketing in the Azores, assessing its impact on interaction, trust, and purchase intention, while identifying structural and contextual challenges to its effectiveness. A mixed-methods approach was employed, combining a survey of 250 consumers across the nine islands with semi-structured interviews involving 28 micro and small enterprises from diverse sectors. Quantitative findings reveal that digital exposure is positively associated with the frequency of online purchases and interactions with regional brands. Content type and preferred social media platforms emerged as key determinants of perceived communication effectiveness, while younger consumers’ strong emphasis on sustainability positively influenced trust and purchase intention. Qualitative results highlight asymmetric digital maturity across sectors: traditional businesses often maintain limited online presence, whereas others employ advanced strategies such as Search Engine Optimization, e-commerce, influencer partnerships, and analytics. Persistent barriers include a shortage of qualified human resources, difficulties with technological adoption, and weak integration of performance metrics. The study contributes to understanding the intersection between consumer behavior, business practices, and regional development in outermost territories. It offers practical guidance for enhancing digital marketing effectiveness through personalized and sustainability-oriented communication, investment in analytical capabilities, and capacity-building initiatives tailored to the unique constraints and opportunities of peripheral economies.
ABSTRACT: In peripheral regions such as the Autonomous Region of the Azores, digital marketing offers a strategic means to overcome spatial barriers, strengthen brand–consumer relationships, and enhance business competitiveness. However, the degree to which local companies and consumers engage effectively with digital strategies remains underexplored. This study examines consumer behaviors, perceptions, and attitudes towards digital marketing in the Azores, assessing its impact on interaction, trust, and purchase intention, while identifying structural and contextual challenges to its effectiveness. A mixed-methods approach was employed, combining a survey of 250 consumers across the nine islands with semi-structured interviews involving 28 micro and small enterprises from diverse sectors. Quantitative findings reveal that digital exposure is positively associated with the frequency of online purchases and interactions with regional brands. Content type and preferred social media platforms emerged as key determinants of perceived communication effectiveness, while younger consumers’ strong emphasis on sustainability positively influenced trust and purchase intention. Qualitative results highlight asymmetric digital maturity across sectors: traditional businesses often maintain limited online presence, whereas others employ advanced strategies such as Search Engine Optimization, e-commerce, influencer partnerships, and analytics. Persistent barriers include a shortage of qualified human resources, difficulties with technological adoption, and weak integration of performance metrics. The study contributes to understanding the intersection between consumer behavior, business practices, and regional development in outermost territories. It offers practical guidance for enhancing digital marketing effectiveness through personalized and sustainability-oriented communication, investment in analytical capabilities, and capacity-building initiatives tailored to the unique constraints and opportunities of peripheral economies.
Descrição
Dissertação de Mestrado, Ciências Económicas e Empresariais, 23 de janeiro de 2026, Universidade dos Açores.
Palavras-chave
Açores Comportamento do consumidor Desempenho empresarial Marketing digital Redes sociais
Contexto Educativo
Citação
LOPES, Lúcia de Fátima Sousa. (2025). "O estado da arte do marketing digital na Região Autónoma dos Açores: Uma visão de empresas e consumidores". Ponta Delgada: Universidade dos Açores, 2025, 77 p. Dissertação de Mestrado em Ciências Económicas e Empresariais. Disponível em http://hdl.handle.net/10400.3/8939