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Plano de social media marketing para a TAP Portugal
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| 1.23 MB | Adobe PDF |
Orientador(es)
Resumo(s)
O social media marketing adquire cada vez maior relevo para as empresas e exige, tal como noutras áreas de marketing, a delineação de um plano estratégico por forma a potenciar o seu sucesso. Tomando como objecto de estudo a companhia aérea TAP Portugal, foi elaborado um Plano de Social Media Marketing, com base no modelo conceptual de Barker et al. (2013), designado de "Social Media Planning Cycle". Para a elaboração do Plano, foram recolhidos dados primários, seguindo uma abordagem qualitativa, através de entrevista semi-estruturada, da análise de conteúdo nos social media relacionados com a TAP, os seus concorrentes e o sector da aviação; e, uma abordagem quantitativa, através da administração de um questionário online a 106 inquiridos.
Social media marketing is becoming increasingly relevant for companies and requires, as another areas of marketing, a strategic plan in order to maximize their success. Adopting the airline TAP Portugal as a subject, we designed a Social Media Marketing Plan, based on the conceptual model of Barker et al. (2013), referred to as "Social Media Planning Cycle". For the preparation of this Plan, primary data were collected following a qualitative approach, using a semi-structured interview, content analysis in social media related to TAP, its competitors and the airline industry, and a quantitative approach, by administering an online questionnaire to 106 respondents.
Social media marketing is becoming increasingly relevant for companies and requires, as another areas of marketing, a strategic plan in order to maximize their success. Adopting the airline TAP Portugal as a subject, we designed a Social Media Marketing Plan, based on the conceptual model of Barker et al. (2013), referred to as "Social Media Planning Cycle". For the preparation of this Plan, primary data were collected following a qualitative approach, using a semi-structured interview, content analysis in social media related to TAP, its competitors and the airline industry, and a quantitative approach, by administering an online questionnaire to 106 respondents.
Descrição
Mestrado em Marketing
Palavras-chave
social media social media marketing plano de social media marketing TAP Portugal social media marketing plan
Contexto Educativo
Citação
Lopes, Andreia Cristina Figueiredo (2014). "Plano de social media marketing para a TAP Portugal". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão