| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.46 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O estigma associado à saúde mental permanece uma barreira significativa, afetando tanto o acesso a cuidados como a integração social dos indivíduos que enfrentam estas condições. A presente dissertação tem como objetivo analisar o impacto do marketing social, nas redes sociais, como ferramenta eficaz para a redução deste estigma. O estudo explora como as campanhas de marketing social nas redes sociais podem contribuir para aumentar a consciencialização, educar a população e promover a procura de ajuda junto de indivíduos com problemas de saúde mental. Para tal, foi realizada uma investigação quantitativa, com base num questionário online, que recolheu respostas de 154 participantes ativos nas redes sociais. O questionário abordou temas como a perceção sobre saúde mental, o impacto de campanhas de marketing social e a interação dos participantes com estas iniciativas. A análise revelou que as redes sociais, especialmente plataformas como Instagram e Facebook, desempenham um papel central na disseminação de mensagens que desconstroem preconceitos e encorajam comportamentos positivos. Os resultados evidenciam que as campanhas de marketing social nas redes sociais são mais eficazes junto do público mais jovem, devido à maior interação e ao tempo que passam nestas plataformas. Contudo, os dados também indicam que o simples uso das redes sociais não é suficiente para alterar perceções, sendo essencial a criação de conteúdos estratégicos e empáticos que abordem a saúde mental de forma clara e impactante. Este estudo contribui para o aprofundamento do conhecimento sobre as potencialidades das redes sociais enquanto ferramentas de mudança comportamental e cultural, oferecendo recomendações práticas para a implementação de campanhas mais eficazes na redução do estigma da saúde mental.
The stigma that´s associated with mental health remains a significant problems. Affecting both access to health care and social integration facing these conditions. This dissertation aims to analyze the impact of social marketing on social media as an effective tool that can reduce the associated stigma. The study explores how social marketing campaigns on social media can contribute to raising awareness, educating the population and promoting helpseeking among individuals with mental health problems. For this end, a quantitative research was conducted based on an online questionnaire, which collected responses from 154 active users of social media. The questionnaire addressed topics such as: Perceptions of mental health, the impact of social marketing campaigns and users interaction with these initiatives. The analysis revealed that social media, especially platforms such as Instagram and Facebook, play a central role in disseminating messages that deconstruct prejudices and encourage positive behaviors. The results show that social marketing campaigns on social media are more effective among young audiences. Mostly due to the greater interaction and time spent on these platforms. However, the data also indicates that simply using social media is not enough to change perceptions. And that it is essential to create strategic and empathetic content that addresses mental health in a clear and impactful way. This study contributes to deepening knowledge about the potential of social media as tools for behavioral and cultural change. Offering practical recommendations for implementing more effective campaigns to reduce mental health stigma.
The stigma that´s associated with mental health remains a significant problems. Affecting both access to health care and social integration facing these conditions. This dissertation aims to analyze the impact of social marketing on social media as an effective tool that can reduce the associated stigma. The study explores how social marketing campaigns on social media can contribute to raising awareness, educating the population and promoting helpseeking among individuals with mental health problems. For this end, a quantitative research was conducted based on an online questionnaire, which collected responses from 154 active users of social media. The questionnaire addressed topics such as: Perceptions of mental health, the impact of social marketing campaigns and users interaction with these initiatives. The analysis revealed that social media, especially platforms such as Instagram and Facebook, play a central role in disseminating messages that deconstruct prejudices and encourage positive behaviors. The results show that social marketing campaigns on social media are more effective among young audiences. Mostly due to the greater interaction and time spent on these platforms. However, the data also indicates that simply using social media is not enough to change perceptions. And that it is essential to create strategic and empathetic content that addresses mental health in a clear and impactful way. This study contributes to deepening knowledge about the potential of social media as tools for behavioral and cultural change. Offering practical recommendations for implementing more effective campaigns to reduce mental health stigma.
Description
Keywords
Campanha Estigma Marketing Social Redes Sociais Saúde Mental