Marketing research - drivers of portuguese consumers using social media

Detalhes bibliográficos
Autor(a) principal: Pinto, Nuno Miguel Capela
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/10362/151998
Resumo: : A perceptual map represents the associations between different benefits, and the relative positioning of brands across those benefits, at the customer’s eyes, suggesting a view on brand’s positioning. After an analysis of consumers’ main goals, and data gathered from the experts and different personas interviews, it can be concluded that there are 7 main factors that lead Portuguese consumers to use social media: Access to Information, Social Interaction, Status update, Network, Shop online, Self-Expression, and Entertainment.
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spelling Marketing research - drivers of portuguese consumers using social mediaMarketing researchConjoint analysisPerceptual mapSocial media platformsBrands perceptionsBrands preferencesSocial media engagementDomínio/Área Científica::Ciências Sociais::Economia e Gestão: A perceptual map represents the associations between different benefits, and the relative positioning of brands across those benefits, at the customer’s eyes, suggesting a view on brand’s positioning. After an analysis of consumers’ main goals, and data gathered from the experts and different personas interviews, it can be concluded that there are 7 main factors that lead Portuguese consumers to use social media: Access to Information, Social Interaction, Status update, Network, Shop online, Self-Expression, and Entertainment.Schmitt, DanielaRUNPinto, Nuno Miguel Capela2022-06-012022-05-202026-05-20T00:00:00Z2022-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/151998TID:203222121enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:34:22Zoai:run.unl.pt:10362/151998Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:54:46.007687Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Marketing research - drivers of portuguese consumers using social media
title Marketing research - drivers of portuguese consumers using social media
spellingShingle Marketing research - drivers of portuguese consumers using social media
Pinto, Nuno Miguel Capela
Marketing research
Conjoint analysis
Perceptual map
Social media platforms
Brands perceptions
Brands preferences
Social media engagement
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Marketing research - drivers of portuguese consumers using social media
title_full Marketing research - drivers of portuguese consumers using social media
title_fullStr Marketing research - drivers of portuguese consumers using social media
title_full_unstemmed Marketing research - drivers of portuguese consumers using social media
title_sort Marketing research - drivers of portuguese consumers using social media
author Pinto, Nuno Miguel Capela
author_facet Pinto, Nuno Miguel Capela
author_role author
dc.contributor.none.fl_str_mv Schmitt, Daniela
RUN
dc.contributor.author.fl_str_mv Pinto, Nuno Miguel Capela
dc.subject.por.fl_str_mv Marketing research
Conjoint analysis
Perceptual map
Social media platforms
Brands perceptions
Brands preferences
Social media engagement
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
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
description : A perceptual map represents the associations between different benefits, and the relative positioning of brands across those benefits, at the customer’s eyes, suggesting a view on brand’s positioning. After an analysis of consumers’ main goals, and data gathered from the experts and different personas interviews, it can be concluded that there are 7 main factors that lead Portuguese consumers to use social media: Access to Information, Social Interaction, Status update, Network, Shop online, Self-Expression, and Entertainment.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-01
2022-05-20
2022-06-01T00:00:00Z
2026-05-20T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/151998
TID:203222121
url http://hdl.handle.net/10362/151998
identifier_str_mv TID:203222121
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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