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Authors
Advisor(s)
Abstract(s)
As redes sociais são uma questão emergente e contemporânea, nomeadamente o
Facebook. Este é um espaço de interação entre indivíduos com necessidades e motivações
sociais, de visibilidade e de reconhecimento. As mutações e a imprevisibilidade
implicadas nos comportamentos consequentes surgem como ajuste aos novos espaços e
contextos gerados pelo fenómeno da globalização e das tecnologias de informação e
comunicação. Neste sentido, questionamos como o Engagement Online impactua na
lealdade de marca. Esta investigação quantitativa pretendeu explanar num tom
confirmatório o status quo do engagement online português. Como foco de investigação
procuramos clarificar seu efeito na lealdade com a marca, tendo ou não a confiança como
moderadora da relação. Neste propósito, apurámos que engagement online tem impacto
sobre a lealdade nas em todas as dimensões sem confiança como moderadora destas
relações.
ABSTRACT: The social networking, like Facebook, is an emerging and contemporary issue. This is a place of interaction between individuals with social needs and motivations of expression, visibility and recognition. The globalization’s phenomenon and the progress of information and communication technologies caused mutations and unpredictability. The results are the (re)creation of new spaces and contexts for people and companies. For this, our question is about how engagement online impacts on brand loyalty. This quantitative research intends to explain the online engagement’s status quo and the clarification of the effects on brand loyalty, having or not it has confidence as a mediator of the relationship. As a research focus, we tried to clarify the effect on brand loyalty, with or without trust as a relationship moderator. In this regard, we have found that engagement online has an impact on loyalty in all dimensions without trust as moderator variable of these relationships.
ABSTRACT: The social networking, like Facebook, is an emerging and contemporary issue. This is a place of interaction between individuals with social needs and motivations of expression, visibility and recognition. The globalization’s phenomenon and the progress of information and communication technologies caused mutations and unpredictability. The results are the (re)creation of new spaces and contexts for people and companies. For this, our question is about how engagement online impacts on brand loyalty. This quantitative research intends to explain the online engagement’s status quo and the clarification of the effects on brand loyalty, having or not it has confidence as a mediator of the relationship. As a research focus, we tried to clarify the effect on brand loyalty, with or without trust as a relationship moderator. In this regard, we have found that engagement online has an impact on loyalty in all dimensions without trust as moderator variable of these relationships.
Description
Dissertação apresentada à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Redes sociais Facebook Lealdade com as marcas Confiança nas marcas Engagement online Social media Brands loyalty Brands trust
Citation
MOURA, Maria – FACEBOOK: a relação do engagement online com a lealdade de marca. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Dissertação de mestrado.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social