The most valued social media attributes of Portuguese consumers

• Autor(a) principal: Mendes, Diogo Manuel Pereira
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/144973
• topic: Marketing research; Conjoint analysis; Perceptual map; Social media platforms; Brands perceptions; Brands preferences; Social media engagement; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The exponential growth of the entertainment and media industry has revolutionized the social media landscape. Increasingly more people use social media platforms in their daily lives for different reasons. The goal of this research is, in particular, to determine what are the attributes of Facebook Instagram and Tik Tok they value the most, as well as having an overview on how Portuguese consumers perceive such platformsandwhat influences its engagement. To reach such goals,reasons why people use social media were identified,aperceptual map with two dimensions was plotted, and a conjoint analysis was performed. On the associations found to be linked with social media, all three social media platforms do not need to readjust their positioning strategy to occupy a specific position in the market, but there is still room for attributes improvement, to engage with potential Portuguese valuable consumers, considering the different needs, preferences, and behaviors. The most important feature and counterpart for the usage of social media is linked with privacy concerns.