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Os principais motivos que fazem os usuários brasileiros interagirem com empresas no instagram
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Resumo(s)
Em um ambiente cada vez mais virtual, os clientes passaram a se envolver e se relacionar muito mais com as empresas. Esse atual paradigma é devido à disseminação do conceito de Web 2.0 que possibilitou o compartilhamento e a criação de conteúdo pelo próprio usuário.
O fenômeno dos social media tem transformado a interação e a comunicação entre pessoas em todo o mundo. E isso tem gerado impacto significativo no âmbito da gestão, pois as empresas precisam de aprender e porfiar para desenvolverem e implementarem novas estratégias de comunicação. Devido à essa dinâmica, as empresas têm tido dificuldade em desenvolver suas estratégias de social media.
O presente trabalho tratou de identificar os principais motivos que fazem os usuários brasileiros interagirem com empresas no Instagram e perceber as implicações da idade, género e habilitações literárias. Através de uma abordagem quantitativa, foi realizado um inquérito online, a partir do qual foram analisadas 402 respostas válidas. A análise dos dados realizada através do software SPSS, permitiu concluir que para os usuários brasileiros do Instagram, os principais motivos são informações gerais, compra de produtos e serviços e conteúdo de entretenimento e interessante. Esses objetivos ainda variam de acordo com faixa etária e habilitações literárias e o rendimento tem implicações significativas, entretanto, não varia de acordo com o género.
Os contributos da presente pesquisa além do enriquecimento acerca do Instagram e motivos de interacção, permitem aos gestores e decisores uma maior compreensão relativamente para definição e planeamento de estratégias de marketing a partir destes insights.
In a reality that has become everyday more virtual, customers have been encouraged to engage and relate more with companies of their interest. This current paradigm is ensued from the introduction of the Web 2.0 concept that allows users to share and create social media content. The phenomenon of social media transformed the interaction and communication between people around the world. This generated significant impact at the management level as companies needed to develop or adapt their strategies. Due to this dynamic, companies struggled in developing and fine tuning their social media strategies. This dissertation addresses the main reasons that induce Brazilian social network users to connect with companies on Instagram and to understand the implications in terms of age, gender and academic background. To operationalize this research through a quantitative approach, an online survey carried out, from which 402 valid answers were analyzed. From the data analysis performed through the SPSS software, it was concluded that for the Brazilian Instagram users the main reasons that lead him to interact with companies on Instagram are general information, purchase of products and services and entertainment and interesting content. These objectives vary according to age and academic background, and it was also noticed that income has statistically significant differences, however, it does not vary according to gender. The contributions of this research beyond the enrichment about Instagram and interaction reasons, allow managers and decision makers a better understanding in relation to the definition and planning of marketing strategies from these insights.
In a reality that has become everyday more virtual, customers have been encouraged to engage and relate more with companies of their interest. This current paradigm is ensued from the introduction of the Web 2.0 concept that allows users to share and create social media content. The phenomenon of social media transformed the interaction and communication between people around the world. This generated significant impact at the management level as companies needed to develop or adapt their strategies. Due to this dynamic, companies struggled in developing and fine tuning their social media strategies. This dissertation addresses the main reasons that induce Brazilian social network users to connect with companies on Instagram and to understand the implications in terms of age, gender and academic background. To operationalize this research through a quantitative approach, an online survey carried out, from which 402 valid answers were analyzed. From the data analysis performed through the SPSS software, it was concluded that for the Brazilian Instagram users the main reasons that lead him to interact with companies on Instagram are general information, purchase of products and services and entertainment and interesting content. These objectives vary according to age and academic background, and it was also noticed that income has statistically significant differences, however, it does not vary according to gender. The contributions of this research beyond the enrichment about Instagram and interaction reasons, allow managers and decision makers a better understanding in relation to the definition and planning of marketing strategies from these insights.
Descrição
Mestrado em Marketing
Palavras-chave
social media rede social web 2.0 instagram social networks
Contexto Educativo
Citação
Ferreira, Bruna Goulart Amorim (2019). "Os principais motivos que fazem os usuários brasileiros interagirem com empresas no instagram". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão