Exploring the role of Portuguese brands' actions on social media on consumer engagement
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/15827 |
Resumo: | With the progressive evolution of technology, digital communications and social media quickly turned into an indispensable practice of people's daily lives. At the same time, from a consumer point of view, individuals crave more than just transactional exchanges, they want to bond, connect with brands and engage in two-way communications. As a result, marketers saw a real opportunity in social media, as an instrument to nurture relationships, interact with consumers and increase engagement. However, due to the lack of literature concerning the impact of brand-owned communities on users' behaviour, this study aims to comprehend the role of firm-generated content on consumer engagement, investigating for that purpose, three Portuguese brand fan pages on Facebook and Instagram. In order to do so, two complementary topics connected to the subject were also investigated online relationship cultivation strategies, and the combination of traditional and digital communications- to achieve a more realistic perspective regarding marketing communications in the digital world. Results showed that brands implement interactivity and involvement strategies on Facebook and Instagram as a way to connect and boost consumer's participation. Additionally, fans respond better to photo-based posts and most commonly react to those posts through "likes". Finally, regarding engagement rate, Instagram scored higher than Facebook. |
id |
RCAP_3da49c9d60e8429712dcbfa73eea29e0 |
---|---|
oai_identifier_str |
oai:repositorio.iscte-iul.pt:10071/15827 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Exploring the role of Portuguese brands' actions on social media on consumer engagementFirm-generated contentConsumer engagementSocial mediaBrand fan pagesEstratégias de marketingComportamento do consumidorMarketing eletrónicoRede socialMarcaPortugalWith the progressive evolution of technology, digital communications and social media quickly turned into an indispensable practice of people's daily lives. At the same time, from a consumer point of view, individuals crave more than just transactional exchanges, they want to bond, connect with brands and engage in two-way communications. As a result, marketers saw a real opportunity in social media, as an instrument to nurture relationships, interact with consumers and increase engagement. However, due to the lack of literature concerning the impact of brand-owned communities on users' behaviour, this study aims to comprehend the role of firm-generated content on consumer engagement, investigating for that purpose, three Portuguese brand fan pages on Facebook and Instagram. In order to do so, two complementary topics connected to the subject were also investigated online relationship cultivation strategies, and the combination of traditional and digital communications- to achieve a more realistic perspective regarding marketing communications in the digital world. Results showed that brands implement interactivity and involvement strategies on Facebook and Instagram as a way to connect and boost consumer's participation. Additionally, fans respond better to photo-based posts and most commonly react to those posts through "likes". Finally, regarding engagement rate, Instagram scored higher than Facebook.Com a progressiva evolução da tecnologia, as comunicações digitais e os "social media" rapidamente se tornaram numa parte indispensável da rotina diária da maioria dos cidadãos. Ao mesmo tempo, enquanto consumidores, os indivíduos procuram estabelecer relações com as marcas que se estendam para além das transações. Ambicionam conseguir identificar-se e relacionar-se, envolvendo-se num diálogo que valorize a comunicação entre as duas partes. Consequentemente, os "marketers" vislumbraram uma excelente oportunidade nos social media como uma ferramenta útil para cultivar relações, interagir com os consumidores e aumentar o compromisso ("engagement"). No entanto, devido à falta de literatura acerca do impacto das comunidades "online" geridas por marcas no comportamento dos usuários, este estudo pretende compreender o papel do conteúdo gerado pelas empresas ("firm-generated content") no compromisso dos consumidores (consumer engagement). Para tal, 3 páginas de marcas portuguesas vão ser estudadas no Facebook e no Instagram. Adicionalmente, dois tópicos complementares a este tema foram investigados - estratégias de cultivação de relações e a combinação entre comunicações tradicionais e digitais - de modo a obter uma perspectiva mais realista acerca das comunicações em marketing no mundo digital. Os resultados demonstram que as marcas implementam estratégias de interatividade no Facebook e Instagram de modo a criar ligações e aumentar a participação dos consumidores. Foi também possível verificar que os seguidores preferem interagir com "posts" que contenham fotografias e que a reação mais comum a esses posts se dá através de gostos/"likes". Por fim, analisando a taxa de compromisso, foi possível verificar que o Instagram permite atingir níveis mais elevados desta variável do que o Facebook.2018-05-17T13:47:15Z2020-05-17T00:00:00Z2017-11-21T00:00:00Z2017-11-212017-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/15827TID:201762544porPinto, Luísa Maria dos Santos Jorge Teixeirainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:33:11Zoai:repositorio.iscte-iul.pt:10071/15827Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:14:55.394385Repositório 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 |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
title |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
spellingShingle |
Exploring the role of Portuguese brands' actions on social media on consumer engagement Pinto, Luísa Maria dos Santos Jorge Teixeira Firm-generated content Consumer engagement Social media Brand fan pages Estratégias de marketing Comportamento do consumidor Marketing eletrónico Rede social Marca Portugal |
title_short |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
title_full |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
title_fullStr |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
title_full_unstemmed |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
title_sort |
Exploring the role of Portuguese brands' actions on social media on consumer engagement |
author |
Pinto, Luísa Maria dos Santos Jorge Teixeira |
author_facet |
Pinto, Luísa Maria dos Santos Jorge Teixeira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Pinto, Luísa Maria dos Santos Jorge Teixeira |
dc.subject.por.fl_str_mv |
Firm-generated content Consumer engagement Social media Brand fan pages Estratégias de marketing Comportamento do consumidor Marketing eletrónico Rede social Marca Portugal |
topic |
Firm-generated content Consumer engagement Social media Brand fan pages Estratégias de marketing Comportamento do consumidor Marketing eletrónico Rede social Marca Portugal |
description |
With the progressive evolution of technology, digital communications and social media quickly turned into an indispensable practice of people's daily lives. At the same time, from a consumer point of view, individuals crave more than just transactional exchanges, they want to bond, connect with brands and engage in two-way communications. As a result, marketers saw a real opportunity in social media, as an instrument to nurture relationships, interact with consumers and increase engagement. However, due to the lack of literature concerning the impact of brand-owned communities on users' behaviour, this study aims to comprehend the role of firm-generated content on consumer engagement, investigating for that purpose, three Portuguese brand fan pages on Facebook and Instagram. In order to do so, two complementary topics connected to the subject were also investigated online relationship cultivation strategies, and the combination of traditional and digital communications- to achieve a more realistic perspective regarding marketing communications in the digital world. Results showed that brands implement interactivity and involvement strategies on Facebook and Instagram as a way to connect and boost consumer's participation. Additionally, fans respond better to photo-based posts and most commonly react to those posts through "likes". Finally, regarding engagement rate, Instagram scored higher than Facebook. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-11-21T00:00:00Z 2017-11-21 2017-10 2018-05-17T13:47:15Z 2020-05-17T00:00:00Z |
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/10071/15827 TID:201762544 |
url |
http://hdl.handle.net/10071/15827 |
identifier_str_mv |
TID:201762544 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
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 |
|
_version_ |
1799134706322636800 |