What influences the engagement on Facebook, Instagram and Tiktok

• Autor(a) principal: Ferreira, Carolina Vicente Liberal
• 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/10362/144901
• 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 what influences its engagement, closer insight on the reasons why people use social media, perceptual map’s associations with two dimensions, and on a conjoint analysis’s preferences. Althoughall three social media platforms do not need to readjust their positioning strategy to occupy a specific position in the market, 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.