Authors
Advisor(s)
Abstract(s)
As mudanças ocorridas nos últimos anos, no panorama dos media, associados aos desenvolvimentos tecnológicos, originaram novos comportamentos no consumidor. O poder das comunicações das marcas deixou de estar centrada apenas nas iniciativas das empresas, o que permitiu um novo relacionamento das marcas com o consumidor, transformando-o num Prosumer. As Redes Sociais e a importância que as suas plataformas assumem na nossa vida, o que para alguns autores é uma extensão da vida real, permitem esta proximidade e, sobretudo, a interactividade. Nas Redes Sociais os utilizadores replicam a sua vida profissional, pessoal, as suas preocupações e estados de espírito. As marcas ainda têm alguma margem de aproveitamento destas plataformas e existem boas (e más) práticas que permitem encontrar a melhor solução para os objectivos específicos das empresas. Com este estudo exploratório pretende-se obter uma análise aos inquiridos portugueses enquanto utilizadores de Redes Sociais e perceber a sua relação com as marcas, com a criação de Word of mouth e efeitos na compra, decorrente da presença da Marca na Rede Social.
The changes that took place in the media over the last few years, together with technological progress, have been responsible for new types of consumer behavior. The focus of brand communication evolved from a purely company-oriented approach to the establishment of a new type of relationship between the brand and the consumer, which created the Prosumer. The presence of Social Networks and the important role their platforms play in our lives allows this kind of proximity and, mainly, this kind of interactivity. On Social Networks, the users share aspects of their professional and personal life, as well as their concerns, preoccupations and states of mind. Brands benefit from these platforms and there are good (and bad) practices which allows them to find the best solution for the company's specific goals. This study focuses on finding a profile for the Portuguese Social Network user and aims at understanding the relationship between the consumer and the brand though word of mouth marketing and its effects on sales as a result of the brand's presence in Social Networks.
The changes that took place in the media over the last few years, together with technological progress, have been responsible for new types of consumer behavior. The focus of brand communication evolved from a purely company-oriented approach to the establishment of a new type of relationship between the brand and the consumer, which created the Prosumer. The presence of Social Networks and the important role their platforms play in our lives allows this kind of proximity and, mainly, this kind of interactivity. On Social Networks, the users share aspects of their professional and personal life, as well as their concerns, preoccupations and states of mind. Brands benefit from these platforms and there are good (and bad) practices which allows them to find the best solution for the company's specific goals. This study focuses on finding a profile for the Portuguese Social Network user and aims at understanding the relationship between the consumer and the brand though word of mouth marketing and its effects on sales as a result of the brand's presence in Social Networks.
Description
Mestrado em Marketing
Keywords
Redes Sociais Web 2.0 Web 2.0 Consumidor 2.0 Social Media Marketing Comportamento do Consumidor Internet Social Media Networks Social Media Web 2.0 Social Media Marketing Internet Consumer behavior
Pedagogical Context
Citation
Rosa, Nuno Gonçalo Henriques da. 2010. "O impacto das redes sociais no marketing: perspectiva portuguesa". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão