TAP’s social networks and social media strategy : cases on marketing strategies
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/11674 |
Resumo: | The airline industry, a fiercely competitive one, is investing in social media as a way of creating differentiation and customer attachment. TAP, the top Portuguese airline, with more than 200 daily flights and millions of passengers every year, is a pioneer in the social networks world. It has more than 160.000 page fans, users engage in conversations with the airline, and TAP had the vision of not only creating a new customer service channel, but also a community where one can ask for some information (rapidly answered in a maximum of 30 minutes), do online check-in and even book a ticket. The aim of this thesis is for professors and students to understand the practices and the strategy that makes TAP’s social media successful, as well as understand how its users perceive not only the Facebook page but also the effects that it has on the company’s image. The dissertation is divided in two main parts: the case study (literature review, airline industry and TAP analysis) and the market research (where based on an online survey, the author reaches important conclusions about TAP’s strategy). At the end of these two parts, the author draws the main conclusions, limitations and suggestions for future research. Overall, thanks to the thesis, and by using the teaching notes, students will be able to realize the importance of marketing and market research in the development of an accurate social media strategy, as well as its effects in an airline’s customer perception. Finally, the case study presents as main reasons for the airline’s success: TAP’s Facebook fans and high awareness, as well as its congruent practices and strategic vision. Thanks to their strategy, TAP is now seen as more modern, updated and closer to its customers. |
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TAP’s social networks and social media strategy : cases on marketing strategiesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe airline industry, a fiercely competitive one, is investing in social media as a way of creating differentiation and customer attachment. TAP, the top Portuguese airline, with more than 200 daily flights and millions of passengers every year, is a pioneer in the social networks world. It has more than 160.000 page fans, users engage in conversations with the airline, and TAP had the vision of not only creating a new customer service channel, but also a community where one can ask for some information (rapidly answered in a maximum of 30 minutes), do online check-in and even book a ticket. The aim of this thesis is for professors and students to understand the practices and the strategy that makes TAP’s social media successful, as well as understand how its users perceive not only the Facebook page but also the effects that it has on the company’s image. The dissertation is divided in two main parts: the case study (literature review, airline industry and TAP analysis) and the market research (where based on an online survey, the author reaches important conclusions about TAP’s strategy). At the end of these two parts, the author draws the main conclusions, limitations and suggestions for future research. Overall, thanks to the thesis, and by using the teaching notes, students will be able to realize the importance of marketing and market research in the development of an accurate social media strategy, as well as its effects in an airline’s customer perception. Finally, the case study presents as main reasons for the airline’s success: TAP’s Facebook fans and high awareness, as well as its congruent practices and strategic vision. Thanks to their strategy, TAP is now seen as more modern, updated and closer to its customers.O sector dos transportes aéreos, intensamente competitivo, está actualmente a investir em social media como uma maneira de criar diferenciação e ampliar o relacionamento com os clientes. TAP, a maior companhia aérea Portuguesa, com mais de 200 vôos diários e milhões de passageiros por ano, é uma pioneira no mundo das redes sociais. A empresa tem mais de 160.000 fãs no Facebook, onde os utilizadores participam activamente em conversações com a companhia e, mais do que isso, a TAP teve a visão de não apenas criar um novo canal de suporte ao cliente, mas também uma comunidade onde os utilizadores podem solicitar informações (rapidamente respondidas no prazo máximo de 30 minutos), fazer o check-in online e até mesmo reservar um bilhete. Esta tese permite a professores e alunos compreender as práticas e a estratégia para as redes sociais, que tornaram a TAP um caso de sucesso, bem como entender como é que os utilizadores percepcionam a sua página de Facebook e os efeitos que a mesma tem sobre a imagem da empresa. A presente dissertação está dividida em duas partes principais: o estudo de caso (revisão de literatura, análise do sector e da TAP) e a pesquisa de mercado ( onde base num inquérito online , o autor chega a conclusões importantes sobre a estratégia da TAP). No final destes dois pontos, o autor delineia as principais conclusões, limitações e sugestões para futuras pesquisas. No geral, graças à tese e utilizando as notas de ensino, os alunos serão capazes de perceber a importância do marketing e da pesquisa de mercado no desenvolvimento de uma estratégia efectiva de social media , bem como os seus efeitos ao nível da percepção do cliente em relação à respectiva companhia aérea. Finalmente, a dissertação apresenta como principais razões para o sucesso da companhia aérea Portuguesa nos social media, os (muitos) fãs da TAP no Facebook, o seu elevado reconhecimento , bem como as suas práticas congruentes e visão estratégica. Graças a esta mesma estratégia, a TAP é agora vista como mais moderna, actualizada e mais próxima dos seus clientes.Celeste, PedroVeritati - Repositório Institucional da Universidade Católica PortuguesaFalcato, Carlos2013-07-01T09:54:39Z201220122012-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/11674enginfo: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:RCAAP2023-12-05T01:35:34Zoai:repositorio.ucp.pt:10400.14/11674Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:32.693610Repositório 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 |
TAP’s social networks and social media strategy : cases on marketing strategies |
title |
TAP’s social networks and social media strategy : cases on marketing strategies |
spellingShingle |
TAP’s social networks and social media strategy : cases on marketing strategies Falcato, Carlos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
TAP’s social networks and social media strategy : cases on marketing strategies |
title_full |
TAP’s social networks and social media strategy : cases on marketing strategies |
title_fullStr |
TAP’s social networks and social media strategy : cases on marketing strategies |
title_full_unstemmed |
TAP’s social networks and social media strategy : cases on marketing strategies |
title_sort |
TAP’s social networks and social media strategy : cases on marketing strategies |
author |
Falcato, Carlos |
author_facet |
Falcato, Carlos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Celeste, Pedro Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Falcato, Carlos |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The airline industry, a fiercely competitive one, is investing in social media as a way of creating differentiation and customer attachment. TAP, the top Portuguese airline, with more than 200 daily flights and millions of passengers every year, is a pioneer in the social networks world. It has more than 160.000 page fans, users engage in conversations with the airline, and TAP had the vision of not only creating a new customer service channel, but also a community where one can ask for some information (rapidly answered in a maximum of 30 minutes), do online check-in and even book a ticket. The aim of this thesis is for professors and students to understand the practices and the strategy that makes TAP’s social media successful, as well as understand how its users perceive not only the Facebook page but also the effects that it has on the company’s image. The dissertation is divided in two main parts: the case study (literature review, airline industry and TAP analysis) and the market research (where based on an online survey, the author reaches important conclusions about TAP’s strategy). At the end of these two parts, the author draws the main conclusions, limitations and suggestions for future research. Overall, thanks to the thesis, and by using the teaching notes, students will be able to realize the importance of marketing and market research in the development of an accurate social media strategy, as well as its effects in an airline’s customer perception. Finally, the case study presents as main reasons for the airline’s success: TAP’s Facebook fans and high awareness, as well as its congruent practices and strategic vision. Thanks to their strategy, TAP is now seen as more modern, updated and closer to its customers. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012 2012 2012-01-01T00:00:00Z 2013-07-01T09:54:39Z |
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/10400.14/11674 |
url |
http://hdl.handle.net/10400.14/11674 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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