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Advisor(s)
Abstract(s)
Este estudo pretende investigar se as motivações dos bloggers de culinária para criarem e manterem blogs (blogar) influenciam a escolha das estratégias mais importantes para a divulgação dos blogs de culinária. No entanto, o estudo foca-se também nas estratégias de desenvolvimento dos blogs. Para alcançar este objectivo foi elaborado um questionário online a bloggers de culinária portugueses com o intuito de investigar as motivações dos bloggers de culinária, bem como as estratégias mais importantes a utilizar no desenvolvimento e divulgação dos blogs. De acordo com a análise dos dados destacam-se quatro motivações para blogar: a paixão pela culinária / gastronomia, a partilha de receitas e outras informações com outros, o registo/colecção de receitas e outras informações e descobrir conhecimentos, interesses, aprender na interacção com outros. Em relação às estratégias mais importantes foram identificadas treze, das quais se destacam: o nome do meu blog ser adequado face ao tema que aborda, escrever posts regulares, escrever posts atractivos e originais e trocar informações com outros blogs de culinária. Podemos concluir que bloggers com motivações diferentes utilizam as mesmas estratégias e existem casos em que um blogger que tem determinada motivação utiliza várias estratégias para desenvolver e divulgar o seu blog. No final do estudo, concluímos que as motivações dos bloggers influenciam a escolha das estratégias mais importantes que os bloggers de culinária utilizam na divulgação dos blogs, pelo facto de existirem motivações correlacionadas significativamente com as estratégias e existirem motivações que explicam a variação das estratégias dos blogs.
This essay aims to investigate if motivations that food bloggers use to maintain and create theirs blogs (blogging) implicate the choice of the most important strategies for spreading of food blogs. However, the essay also focuses on the development strategies of blogging. To reach this goal it was done an online enquiry to portuguese food bloggers with the purpose to investigate their motivations as well as their main strategies used in the blogs' development and spreading. Bearing in mind the info acquired from the analysis, it stood out four main drives for blogging: the passion for cooking/gastronomy; the process of sharing information and recipes with each other; the record-keeping / collection of recipes, other material and to discover knowledge, interests and learning by interacting with others. Concerning the most important strategies it were identified thirteen however only four were highlighted: my blogs name is suitable with its theme, write regular posts, write attractive and original posts and swap information with other food blogs. We conclude that bloggers who used different motivations ended up using the same strategies. There are cases of bloggers with a certain motivation that use several strategies to develop and spread theirs blogs. In conclusion we can state that bloggers' motivations really matter when they need to choose the most important marketing strategies in order to spread their food blogs. As a matter of fact motivations are closely linked with strategies and we can even see that sometimes strategies' variations are at the mercy of motivations.
This essay aims to investigate if motivations that food bloggers use to maintain and create theirs blogs (blogging) implicate the choice of the most important strategies for spreading of food blogs. However, the essay also focuses on the development strategies of blogging. To reach this goal it was done an online enquiry to portuguese food bloggers with the purpose to investigate their motivations as well as their main strategies used in the blogs' development and spreading. Bearing in mind the info acquired from the analysis, it stood out four main drives for blogging: the passion for cooking/gastronomy; the process of sharing information and recipes with each other; the record-keeping / collection of recipes, other material and to discover knowledge, interests and learning by interacting with others. Concerning the most important strategies it were identified thirteen however only four were highlighted: my blogs name is suitable with its theme, write regular posts, write attractive and original posts and swap information with other food blogs. We conclude that bloggers who used different motivations ended up using the same strategies. There are cases of bloggers with a certain motivation that use several strategies to develop and spread theirs blogs. In conclusion we can state that bloggers' motivations really matter when they need to choose the most important marketing strategies in order to spread their food blogs. As a matter of fact motivations are closely linked with strategies and we can even see that sometimes strategies' variations are at the mercy of motivations.
Description
Mestrado em Marketing
Keywords
Blogs Bloggers Culinária Motivações dos Bloggers Estratégias de Desenvolvimento dos Blogs Estratégias de Divulgação dos Blogs Cooking Bloggers Motivations Development Strategies of Blogs Spreading Strategies of Blogs
Pedagogical Context
Citation
Mendonça, Ana Filipa Oliveira (2012). "As motivações dos bloggers de culinária e as estratégias de desenvolvimento e de divulgação dos blogs". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão