The relevance of Social Listening in the different stages of the consumer journey

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Mariana Fornaciari
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/10362/160345
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
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spelling The relevance of Social Listening in the different stages of the consumer journeySocial ListeningConsumer JourneySocial TaggingTheory of 5AsDigital MonitoringCustomer JourneyDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da InformaçãoDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis master's thesis explores the relevance of Social Listening in the different stages of the consumer journey, specifically within the context of Kotler's 5As theory. The aim is to investigate how Social Listening can effectively inform and optimize marketing practices at each stage of the consumer journey. The methodology employed in this study involves the choice of study objects and sample clippings. Due to the utilization of a specific tool, Brandwatch, provided by a company, A-Lab, the analysis focused on brands within the agency's client portfolio. Two central brands were selected for testing, considering factors such as the volume of available mentions and representing different sectors, namely "Brand F," specializing in writing instruments and stationery products, and "Brand B," a global fast food restaurant chain. The thesis aims to provide insights into how Social Listening can be effectively integrated into marketing strategies, enhance brand-consumer interactions, and contribute to overall marketing success. By examining real-world case studies, industry best practices, and utilizing the chosen study objects, this research intends to identify the benefits, limitations, and ethical considerations associated with the implementation of Social Listening as a key component of the consumer journey.Szabó-Douat, TeodóraRUNRodrigues, Mariana Fornaciari2023-11-23T14:12:28Z2023-10-272023-10-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/160345TID:203393864enginfo: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:RCAAP2024-03-11T05:42:59Zoai:run.unl.pt:10362/160345Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:57:59.317686Repositório 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 The relevance of Social Listening in the different stages of the consumer journey
title The relevance of Social Listening in the different stages of the consumer journey
spellingShingle The relevance of Social Listening in the different stages of the consumer journey
Rodrigues, Mariana Fornaciari
Social Listening
Consumer Journey
Social Tagging
Theory of 5As
Digital Monitoring
Customer Journey
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
title_short The relevance of Social Listening in the different stages of the consumer journey
title_full The relevance of Social Listening in the different stages of the consumer journey
title_fullStr The relevance of Social Listening in the different stages of the consumer journey
title_full_unstemmed The relevance of Social Listening in the different stages of the consumer journey
title_sort The relevance of Social Listening in the different stages of the consumer journey
author Rodrigues, Mariana Fornaciari
author_facet Rodrigues, Mariana Fornaciari
author_role author
dc.contributor.none.fl_str_mv Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Rodrigues, Mariana Fornaciari
dc.subject.por.fl_str_mv Social Listening
Consumer Journey
Social Tagging
Theory of 5As
Digital Monitoring
Customer Journey
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
topic Social Listening
Consumer Journey
Social Tagging
Theory of 5As
Digital Monitoring
Customer Journey
Domínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informação
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-11-23T14:12:28Z
2023-10-27
2023-10-27T00:00:00Z
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/10362/160345
TID:203393864
url http://hdl.handle.net/10362/160345
identifier_str_mv TID:203393864
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
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
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