Communication assessment of Portuguese footwear industry : web content analysis

• Autor(a) principal: Torres, Marta Teixeira Lages
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/42591
• topic: Web content analysis; Portuguese footwear industry; Communication; Website; Análise de conteúdos web; Indústria portuguesa de calçado; Comunicação; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The aim of this thesis lays on the analysis of the web-based communication content presented on Portuguese footwear companies. More precisely, the main goal is to understand how these businesses communicate aspects involved in their brand - specifically focused on their history and family legacy -, their strategic approach, how they tackle marketing topics and also how their products and services can be characterized as, together with how these are all correlated through the implemented narrative. The study comprises data collected from 142 Portuguese companies belonging to the footwear sector, which was then analysed by means of the Multiple Correspondence Analysis (MCA) method along with the homogeneity analysis by alternating least squares (HOMALS). Findings reveal that brand image, company’s structure, product information and customer experience are among the main themes to which Portuguese footwear companies’ websites refer to. Furthermore, topics related to the production chain and company management issues showed to be the ones linked the most across websites.