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Authors
Advisor(s)
Abstract(s)
Tendo como premissa que na última década as marcas compreenderam a
importância das redes sociais para o seu sucesso, a presente dissertação tem como
contexto principal as mudanças provocadas pela eclosão da pandemia do coronavírus
em 2020. Desta maneira, a investigação tem como questão de partida o modo como o
Covid-19 refletiu na mudança de características das postagens das marcas e como isso
afetou no engagement. Para atingir o objetivo desta pesquisa, foram selecionadas três
marcas do retalho alimentar português: Continente, Pingo Doce e Minipreço. A partir
disso foi selecionado o Facebook como rede social de análise para investigar três
períodos específicos: pré-pandemia, pandemia e pós-pandemia. Para a coleta de dados
foi utilizada a ferramenta CrowdTangle, da Meta, que resultou em uma ampla gama de
informações das 629 publicações e 1.496.645 interações coletadas. Com base nisso,
realizou-se a análise empregando as variáveis Vividness, Interatividade, Conteúdo,
Timing e Engagement. Os principais resultados foram o aumento das publicações
durante a pandemia, além do crescimento da média de engagement no mesmo período.
Ademais, conteúdos baseados no relacionamento e com alta interação também tiveram
destaque nos níveis de engagement dos consumidores.
ABSTRACT: Having as premise that in the last decade brands understood the importance of social networks for their success, this dissertation has as main context the changes caused by the advent of the coronavirus pandemic in 2020. Thus, the research has as a starting question how Covid-19 reflected in the change of characteristics of brand posts and how this affected engagement? To achieve the goal of this research, three Portuguese food retail brands were selected: Continente, Pingo Doce and Minipreço. From that, Facebook was selected as the social media of analysis to investigate three specific periods: pre-pandemic, pandemic and post-pandemic. For data collection, Meta's CrowdTangle tool was used, which resulted in a wide range of information from the 629 posts and 1,496,645 interactions collected. Based on this, analysis was performed employing the variables Vividness, Interactivity, Content, Timing and Engagement. The main results were the increase in publications during the pandemic, and the growth in average engagement over the same period. Moreover, relationship based content with high interaction also stood out in the engagement levels of consumers.
ABSTRACT: Having as premise that in the last decade brands understood the importance of social networks for their success, this dissertation has as main context the changes caused by the advent of the coronavirus pandemic in 2020. Thus, the research has as a starting question how Covid-19 reflected in the change of characteristics of brand posts and how this affected engagement? To achieve the goal of this research, three Portuguese food retail brands were selected: Continente, Pingo Doce and Minipreço. From that, Facebook was selected as the social media of analysis to investigate three specific periods: pre-pandemic, pandemic and post-pandemic. For data collection, Meta's CrowdTangle tool was used, which resulted in a wide range of information from the 629 posts and 1,496,645 interactions collected. Based on this, analysis was performed employing the variables Vividness, Interactivity, Content, Timing and Engagement. The main results were the increase in publications during the pandemic, and the growth in average engagement over the same period. Moreover, relationship based content with high interaction also stood out in the engagement levels of consumers.
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
CrowdTangle Facebook Marcas Covid-19 Engagement Brands
Citation
Carvalho, B. (2022). Marcas e consumidores em rede: Uma análise do impacto da pandemia nas publicações do Facebook em Portugal [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15661
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social