| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 996.69 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Hoje em dia, com um consumidor não só muito mais exigente e informado mas com muito maior acesso a informações e a produtos, as empresas não podem deixar de estabelecer uma presença nas redes sociais que lhes permita gerar um maior envolvimento com os consumidores, criando experiências capazes de conectá-los emocionalmente com as marcas e estabelecendo relações colaborativas capazes de funcionar como fonte de criação de valor.
Embora as redes sociais já se tenham tornado parte essencial nas estratégias de marketing, para tirar melhor partido das mesmas é fundamental perceber como funcionam e como podem ser utilizadas para chamar a atenção de quem segue as marcas nestas plataformas. No entanto ainda há um longo caminho a percorrer, em particular no que se refere ao entendimento das forças motrizes das interações do consumidor com as marcas nas redes. Estas interações não se circunscrevem à compra, tornando-se o termo engagement o foco da explicação da participação dos seguidores das marcas.
Para ajudar a definir e/ou a melhorar estratégias de marketing, este estudo analisa os fatores que melhor contribuem para o engagement do consumidor, estudando as características do conteúdo das publicações da L’Oréal no Facebook e percebendo quais os seus impactos no número de gostos, comentários e partilhas, ou seja, no engagement.
Do ponto de vista metodológico, a investigação utiliza o método indutivo e segue uma abordagem mista sequencial (qualitativa seguida de quantitativa) e o objetivo correlacional (relação entre os conteúdos publicados e as interações na página da marca numa rede social), realizando-se em três etapas: observação dos fenómenos, descoberta da relação entre eles e generalização da relação.
ABSTRACT: Nowadays, with a consumer not only much more demanding and informed but with much greater access to information and products, companies can not fail to establish a presence in social networks that allows them to become more involved with consumers, creating experiences capable of connecting them emotionally with brands and establishing collaborative relationships capable of functioning as a source of value creation. And while social networks have already become an essential part of marketing strategies, to get the most out of them, it's important to understand how they work and how they can be used to catch the attention of those following the brands on these platforms. However, there is still a long way to go, particularly regarding the understanding of the driving forces of consumer interactions with brands in these networks. These interactions go far beyond purchase and the term engagement becomes the focus of the explanation of the participation of brand followers. In order to help define and/or improve marketing strategies, this study analyzes the factors that best contribute to consumer engagement by studying the characteristics of L'Oréal's Facebook posts content and perceiving their impact on the number of likes, comments and shares or, in other words, engagement. From the methodological point of view, this research uses the inductive method and follows a mixed sequential approach (qualitative followed by quantitative) and the correlation objective (relation between the published contents and the interactions in the brand page in a social network), being carried out in three stages: observation of the phenomena, discovery of the relation between them and generalization of the relation.
ABSTRACT: Nowadays, with a consumer not only much more demanding and informed but with much greater access to information and products, companies can not fail to establish a presence in social networks that allows them to become more involved with consumers, creating experiences capable of connecting them emotionally with brands and establishing collaborative relationships capable of functioning as a source of value creation. And while social networks have already become an essential part of marketing strategies, to get the most out of them, it's important to understand how they work and how they can be used to catch the attention of those following the brands on these platforms. However, there is still a long way to go, particularly regarding the understanding of the driving forces of consumer interactions with brands in these networks. These interactions go far beyond purchase and the term engagement becomes the focus of the explanation of the participation of brand followers. In order to help define and/or improve marketing strategies, this study analyzes the factors that best contribute to consumer engagement by studying the characteristics of L'Oréal's Facebook posts content and perceiving their impact on the number of likes, comments and shares or, in other words, engagement. From the methodological point of view, this research uses the inductive method and follows a mixed sequential approach (qualitative followed by quantitative) and the correlation objective (relation between the published contents and the interactions in the brand page in a social network), being carried out in three stages: observation of the phenomena, discovery of the relation between them and generalization of the relation.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Estratégia de marketing Redes sociais Facebook Relação marca-consumidor Engagement Marketing strategy Social networks Brand-consumer relationship
Citation
Gonçalves, R.J.D. (2018). O impacto do tipo de conteúdo no engagement do consumidor com as publicações da marca no Facebook: o caso L'Oréal. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social