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Authors
Advisor(s)
Abstract(s)
A era digital mudou o próprio consumidor, redefinindo o seu comportamento, as suas necessidades e motivações. As redes sociais tornaram-se ferramentas de marketing eficazes e as marcas deverão aprender a tirar proveito destas novas ferramentas disponíveis para chegar ao consumidor. Os Millennials são a atual geração de jovens consumidores e o Instagram é uma das redes sociais do momento, em que a percentagem de jovens utilizadores apresenta um grande destaque em comparação com as restantes idades. Esta investigação tem como objetivo compreender as motivações dos Millennials para interagir com marcas no Instagram, como é feita essa interação e entender se essa interação significa engagement com a marca. Foi realizada uma investigação exploratória e os dados foram recolhidos através de plataformas online. Com base em 245 respostas válidas, concluiu-se que os Millennials seguem marcas no Instagram por motivações hedónicas e de informação e interagem com elas por se identificarem com a marca e pelas informações interessantes e úteis que são partilhadas. Para além disso, a interação é feita principalmente por ?gostos? nas publicações e a possibilidade de comentar e partilhar as publicações são formas muito pouco usadas. Isto significa que o tipo de conteúdos partilhados pelas marcas é de grande importância e devem ser cuidadosamente pensados, uma vez que é o que faz com que os Millennials tanto sigam a marca como interajam com ela.
Digital era has changed the consumer himself, redefining his behaviour, his needs and motivations. In this context, social networks have become effective marketing tools and brands should learn how to take advantage from these new tools available to reach the consumer. Millennials are the current generational cohort composed of young people and Instagram is one of the social networks of the moment, in which the percentage of young users is highly different from other ages. This investigation aims to understand the motivations of Millennials to interact with brands on Instagram, how they interact and to understand if this interaction means engagement with the brand. An exploratory research was conducted and the data were collected through an online survey. Based on 245 valid responses, it was concluded that Millennials follow brands on Instagram for hedonic and informational purposes and interact with them motivated by self-identification with the brand and by the interesting and useful information shared. Also, the interaction is done mainly by liking the posts, comments and sharing are very little used forms. This means contents type shared by brands is from high importance and should be carefully chosen since it is what makes Millennials to both follow the brand and interact with it.
Digital era has changed the consumer himself, redefining his behaviour, his needs and motivations. In this context, social networks have become effective marketing tools and brands should learn how to take advantage from these new tools available to reach the consumer. Millennials are the current generational cohort composed of young people and Instagram is one of the social networks of the moment, in which the percentage of young users is highly different from other ages. This investigation aims to understand the motivations of Millennials to interact with brands on Instagram, how they interact and to understand if this interaction means engagement with the brand. An exploratory research was conducted and the data were collected through an online survey. Based on 245 valid responses, it was concluded that Millennials follow brands on Instagram for hedonic and informational purposes and interact with them motivated by self-identification with the brand and by the interesting and useful information shared. Also, the interaction is done mainly by liking the posts, comments and sharing are very little used forms. This means contents type shared by brands is from high importance and should be carefully chosen since it is what makes Millennials to both follow the brand and interact with it.
Description
Mestrado em Ciências Empresariais
Keywords
Millennials Marcas Interação Instagram Engagement Brands Interaction
Pedagogical Context
Citation
Marramaque, Cátia Isabel Lopes (2016). "Interaction between millennials and brands on instagram". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão