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Influência que as atividades de marketing nas redes sociais têm no marketing relacional do consumidor
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Resumo(s)
No decorrer dos últimos anos temos assistido a uma evolução da web, que está a alterar o comportamento dos consumidores. Uma das evoluções tecnológicas que se tem vindo a destacar são as redes sociais e suas aplicações, como por exemplo o Facebook, Twitter, Instagram entre outros.
Tendo em conta este cenário é necessário compreender como estas aplicações estão a alterar os mercados dando novas possibilidades aos seus utilizadores e às empresas de recorrer ao social media marketing.
Neste sentido, através desta investigação pretende-se compreender a relação existente entre consumidores e empresas nas redes sociais e qual a influência dessas relações, ou seja, se é possível trabalhar o marketing relacional.
As conclusões deste estudo em termos académicos contribuem para a melhor compreensão destes tópicos onde ainda houve muito pouca investigação assim como a elaboração de um novo modelo conceptual.
A nível empresarial, este estudo contribui para compreender melhor como podem os empresários, gestores e marketers recorrer às redes sociais e melhorar a sua relação com os clientes assim como melhorar a confiança e lealdade na marca.
Over the last few years we have witnessed an evolution of the web, which is changing consumer behaviour. One of the technological developments are social networks and their applications, such as Facebook, Twitter, Instagram and others. Given this scenario, it is necessary to understand how these applications are changing markets by giving new possibilities to their users and businesses to resort to social media marketing. In this sense, this research aims to understand the relationship between consumers and businesses in social networks and what is the influence of these relationships, in other words, whether it is possible to enhance the relationship marketing. The findings of this study in academic terms contribute to a better understanding of these topics where there has been very little research as well as the elaboration of a new conceptual model. At the business level, this study helps to better understand how entrepreneurs, managers and marketers can use social networks and improve their customer relationships as well as improve brand trust and loyalty.
Over the last few years we have witnessed an evolution of the web, which is changing consumer behaviour. One of the technological developments are social networks and their applications, such as Facebook, Twitter, Instagram and others. Given this scenario, it is necessary to understand how these applications are changing markets by giving new possibilities to their users and businesses to resort to social media marketing. In this sense, this research aims to understand the relationship between consumers and businesses in social networks and what is the influence of these relationships, in other words, whether it is possible to enhance the relationship marketing. The findings of this study in academic terms contribute to a better understanding of these topics where there has been very little research as well as the elaboration of a new conceptual model. At the business level, this study helps to better understand how entrepreneurs, managers and marketers can use social networks and improve their customer relationships as well as improve brand trust and loyalty.
Descrição
Mestrado em Marketing
Palavras-chave
redes sociais social media marketing marketing relacional confiança na marca lealdade na marca web social networks social media marketing relational marketing brand trust brand loyalty
Contexto Educativo
Citação
Folgado, Filipe Martins Pereira (2019). "Influência que as atividades de marketing nas redes sociais têm no marketing relacional do consumidor". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão